Evolving from Customer Relationship Management (CRM) to Customer Experience Management (CEM) trends.

1. CWU-ITAM @AWBROWN
From Customer Relationship to
Customer Experience.

2. CWU-ITAM @AWBROWN
Section 1
Customer Relationship
Management
MARKETS SUPPLIERS END CUSTOMERS
05

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0-10%
10-40%
40-80%
80-100%
Customer Relationship Management
Qualification/Solution
Needs analysis, discovery, requirements,
solution architecture, proposal, pitch.
Lead Generation
Qualification
Win/Lose
Negotiation, close
45
From the Supplier
Point of View.
CRM is a practice of using technology to maintain
a system of record at the customer level, and
perform business transactions or updates to this
record based on the customer's relationship with
a company.
CRM

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CRM MARKET FORECAST
2012-2017
0
10
20
30
40
2010 2011 2012 2013 2014 2015 2016 2017
CRM ERP Social CRM
The US CRM industry is
forecasted at 56% CAGR
through 2017 andwilloutpace
ERPtechnologiesintheenterprise.
32
Sharp growth is due to increased competition and need to better monetize
products and services.
Growth Drivers:
1. Enterprise: Customer Experience and Digital Marketing
2. Manufacturers: Product and Channel Management
3. Banking and Securities: Customer Service and Upselling
Sources:
- Gartner
- Forbes

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4%7%10%
13%
16%
50%
US Share by
Vendor
17%
20%
26%
37%
Spend by
Segment
CRM Market Share
Vendor and Segment
e-commerce
Support
Sales
Marketing
17%
20%
26%
37%
Oracle/Seibel
Other
Salesforce
SAP
10%
13%
16%
50%
25
Sources:
- Gartner
Microsoft 7%
SugarCRM 4%

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Improve Customer Service
Improve Satisfaction
Improve Customer Retention
Increase Sales
Generate New Business
Share / distribute data
Market Products
Build Intelligence
Manage Renewals
0 20 40 60 80
CRM Survey Respondents
What are the main benefits
your business hopes to
achieve using CRM?
A survey conducted by Salesforce suggest a majority of
survey respondents hope their CRM investments yield
higher customer service, satisfaction and retention - they
don’t have it.
Currently, over 50% of initiatives fail as of 2013.
CRM TARGET AUDIENCE
Challenges and Benefits
28
Sources:
- Salesforce

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CRM TARGET AUDIENCES (CUSTOMERS)
Challenges and Benefits
Increase Sales
A majority, 60 percent of customers
surveyed believe sales would increase
with suppliers providing better service.
60%
Increase Customers
Increase Labor Costs
Little Impact
23%
7%
10%
7%
10%
23%
60%
Increase Sales Increase Customers
Little Impact Increase Labor Costs
Better
service?
24

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0
10
20
30
40
5% More 10% More 20% More Not Willing
Survey Respondents
Customers on Service
Challenges
How much more are you
willing to spend on a
company that delivers
excellent service?
26
Sources:
- SuperOffice

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5.
Consultative and
creative skill.
4.
Decision-making
ability.
3.
Professionalism.
2.
Understand their
business and
industry.
1.
Subject-matter
and solution
expertise.
What Does ‘Better’ Service Mean?
How do customers expect you to deliver this?
B2B customers want consumerized
work experiences similar to the B2C
lifestyle technologies have enabled.
48
6.
Communication
ability.
Sources:
- Accenture

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Section 2 05
Customer Experience
Management
Industry Trends

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70% of buying experiences are
based on how the customer
feels they are being treated.
02Sources:
- McKinsey

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0. Customer Experience Management
Defining CX, CXM, CEM
From the Customer
Point of View.
CX is the customer's perceptions and related
feelings caused by the one-off and cumulative
effect of interactions with a supplier's employees,
channels, systems, or products.
44
Customer
Lifecycle
Profitability
(87%) Capture
new accounts
(83%) Improve
sales performance
(82%) Optimize
up-sell, cross-
sell
(94%) Increase
existing wins
(75%) Improve
loyalty/satisfaction
Time
Profit

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1. Benefits
What does CX
accomplish?
Builds brand loyalty,
Identifies opportunities,
Increases customer retention.
Decreases customer service calls,
Decrease support costs.

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Vision
Alignment, Communication,
Ownership
Data
Disparate Systems
Methodology
Organizational Change, Process.
92
2. Challenges
What are businesses willing to pay for?

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Customer Experience
Company
Values as
Behavior
Recognize &
Reward
Recruit
Differently
Customer
Transparency
Leadership
Find
Evangelists

20
Training &
Education
Use
Stories
3. Customer-driven Culture
Power to the People

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Focus Not Just on a 360° View
of the Customer, but Providing
the Customer a 360° View.
This includes showing customers what they have purchased and are now
considering;
• the channels they used last time,
• their satisfaction score,
• the facts they want and need to know about the business,
• connections with other customers like them,
• products they are waiting for and services they have hoped for,
• things they need to know, but didn’t even know that they needed.
07
4. Customer Service 2.0

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5. Customer Data First 33
Encourage Customer
’whining’, learn from
it!
Create a Chief
Customer Experience
Role.
Be transparent with
the information and
share with every
employee;
Target who feels what
and why, and get to
root cause.
Organize customer
experience
information so that it
easily consumable;
Make Customer Experience Data the Most Read Document in Your Company.

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Engage
DifferentiateEnable
Acquire
Listen
Omni-channel content
management
Open application design
SaaS model & scalability
Decision support capability
Strong sentiment analysis and
analytical reporting
52
6. Business Architecture.
Key Brand Capabilities for Customer Engagement

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Mobile Customer Service and
Engagement Must be a Focus
Through 2016, all revenue generated through mobile marketing will be
erased because of poor customer experience and inconsistent support.
7. Mobile 79
Sources:
- Gartner
- Accenture
96% of mobile apps
currently lack in-line service.
66% of consumers are disappointed with mobile
application support and don’t feel that enterprise mobile
service and support is effective.
j

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8. Becoming Social
Social Customer Service is Much More than
Just Listening and Response
It is peer-to-peer support, gathering customer
service feedback, enabling self-service via social,
solving customer service problems, building
relationships, developing knowledge, sharing
consumer alerts and gathering data to enhance
contact lists.

21. CWU-ITAM @AWBROWN
THANK YOU.
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awbrown

22. CWU-ITAM @AWBROWN
THANK YOU.
88
awbrown