There is a simmering conflict between customers and their vendors. Across the Internet customers are bashing vendors who they believe are providing poor products and services, and policies that drive them crazy. Many vendors have no idea of the magnitude of the problem or if they are in the crosshairs. In this talk renown CRM analyst and author Denis Pombriant discusses his new book “SFTC: Solve for the Customer,” which discusses the issue and how only a business process orientation will change the status quo.
2. The Problem
Guerilla War 1.0
What’s your Sucks
Score?
Company Sucks Score
Exxon Mobile 5,500,00
Wal-Mart Stores 11,700,000
Royal Dutch Shell 1,490,000
BP 16,900,000
General Motors 651,000
Oracle 1,540,000
Rolls Royce 452,000
SAP 9,790,000
Harvard University 397,000
3. PissedConsumer.com
“xxx Bank stole my cahs (sic) rewards”
“xxx Bank — modification request not properly
handled, home in foreclosure”
“xxx Bank — I was lied to”
Guerilla War 2.0
4. “xxx Airlines Unscrupulous, xxx Airlines
Steals Money!”
“xxx Airlines Ripoff. Abuse, incompetence
Houston Texas”
“xxx Airlines … not a good way to start or
finish a vacation, Chicago, Illinois”
RipOffreport.com
6. Consumerist.com
“We are sold out of : 32 ct. Tums Ultra
chewy, cherry antacids (245-05-0141).
Please substitute: 10-ct. Trojan bare skin
condoms (245-03-0387).”
How We Got Here
7. Customers have a megaphone
You don’t sell, they purchase
The customer lifecycle has changed
Your automation is inadequate
But that’s not the point
What Has Changed
8. Too many vendor systems are systems of
record (transaction) with happy faces.
What Is the Point?
9. Vendors think about
transactions
Customers think
about processes
The customer
experience is all about
process
Customers with
broken processes
have bad experiences
and tell the world
More to the Point
19. People – Enable people to do good work
Process – Support them with systems of
engagement not simply systems of record
Technology – New technology outlook with
linked elements, workflow, collaboration,
analytics, social, multi-platform
Same Old Story
20. Use Good Judgment
We are as maniacal about
our metrics as our mission.
We Solve For The Customer
(SFTC).
We are radically transparent.
HubSpot’s Culture Code
21. We give ourselves the autonomy to be
awesome.
We are unreasonably picky about our
peers.
We invest in individual mastery and
market value.
We constantly question the status quo.
People
22. Knowing what your moments of truth are
A software platform that incorporates the
tools that drive process
Rapid application development and
deployment process
So that you can be in your customers’
moments of truth
Process Orientation
23. Social listening
Moments of Truth: Are you delivering the
value that customers want and expect?
How do you know?
If you ask your customers, they’ll tell you.
Got community?
Knowing Your Moments of Truth
24. Filtering the social stream
Key words, brand, product, company,
individuals, #, @
Bucket the results to start internal
cascades.
Enhancements, How-to, Complaints,
Business issues, Complements, Theft…
Ad hoc Community
27. Makes CRM a system of engagement not
just a system of record
Ties together process by bringing linking
technologies and data
Eliminate coding and rely on the platform
Enables process support, in the moment
of truth
So that you don’t suck
Platform
28. Select a vendor
Hire a professional manager
Design and build site
Start slow but also get some quick wins
Let them lead
Atmosphere of trust
Say thank you!
My Advice
29. Engage, improve NPS
Sharpen value proposition
ID broken cascades
ID new products and services
Discover what’s important
Develop metrics around the new value
proposition
Solve for the Customer