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What The Hell Is Crm 2 2008

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What The Hell Is Crm 2 2008

  1. 2. Skype 2005 – EBay purchased for $2.6 billion
  2. 3. The Social Customer
  3. 4. <ul><li>The Customer Ecosystem </li></ul>
  4. 5. <ul><li>This is a SOCIAL transformation that impacts all institutions – business among them – not exclusively </li></ul>
  5. 6. <ul><li>Sea change in use of technology </li></ul><ul><ul><li>Gen Y first generation to spend more time on the ‘Net than watching TV </li></ul></ul><ul><ul><li>Implications for marketing staggering </li></ul></ul><ul><ul><ul><li>40% of Gen Xers do research online </li></ul></ul></ul><ul><ul><ul><li>Only 10% of seniors </li></ul></ul></ul>The Social Customer?
  6. 7. Source: A Typology of Information & Communication Technology Users – Pew Internet & American Life Project The Social Customer? Group Name Adult Pop. % Age Group Elite Tech Users 31% 20s - early 40s Middle-of-the-Road Tech Users 20% 30s – late 40s Few Tech Assets 49% 50s – 60s+
  7. 8. <ul><li>The Social Customer – The Rise </li></ul><ul><ul><li>New definition of trusted source </li></ul></ul><ul><ul><ul><li>2008 Edelman Trust Barometer (56%), most trusted – “a person like me.” </li></ul></ul></ul><ul><ul><ul><li>Not an industry expert or academician or financial advisor </li></ul></ul></ul><ul><ul><li>Information available nearly instantaneously – either structured or unstructured via the web (Google, Yahoo, MSN) </li></ul></ul><ul><ul><li>On Demand software as a service </li></ul></ul><ul><ul><li>Enterprise value chain supersedes siloed supply, demand & support chains </li></ul></ul><ul><ul><li>Link between lifestyle and business – consumers adopt “sexy” content </li></ul></ul>The Social Customer?
  8. 9. <ul><li>The Social Customer – The Establishment </li></ul><ul><ul><li>Social networks as active participants in effecting change (blogosphere, podcasting) </li></ul></ul><ul><ul><li>Collaboration between company & customers to provide useful value for each </li></ul></ul><ul><ul><li>Personal value chain subsumes enterprise value chain </li></ul></ul><ul><ul><li>Ubiquitous technologies leading platform </li></ul></ul><ul><ul><li>The Live Web (Web 2.0) (MySpace, Facebook) </li></ul></ul><ul><ul><li>Customer begin to include business as feature of life choice, not a separate factor – user generated content becomes part of business (Samsung open IP to engineers) </li></ul></ul><ul><ul><li>The social customer is increasingly a mobile customer </li></ul></ul>The Social Customer?
  9. 10. <ul><li>Each customer wants a personalized experience… </li></ul><ul><li>They couldn’t care less if they are high value or low value customers </li></ul><ul><ul><li>They don’t know if they are high or low value to you </li></ul></ul><ul><ul><li>But you have to accommodate even low value customers because of what they can do to you if you don’t </li></ul></ul><ul><li>But how do you begin to “know” millions of customers? </li></ul><ul><ul><li>First, understand how they interact with you at every point, in every channel </li></ul></ul><ul><ul><ul><li>That means detailed mapping, not just surveys, etc. </li></ul></ul></ul><ul><ul><li>Ultimately, the tools for the customer to manage their own experience are paramount </li></ul></ul><ul><ul><ul><li>Give them access to information that allows them to make informed, empowering choices which thus, provide value </li></ul></ul></ul>
  10. 11. <ul><li>Generation C – Cross-generation (source: Springwise) </li></ul><ul><ul><li>C stands for: </li></ul></ul><ul><ul><ul><li>Content-driven </li></ul></ul></ul><ul><ul><ul><li>Connected </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul><ul><ul><ul><li>Collaborative </li></ul></ul></ul><ul><ul><ul><li>Contextual </li></ul></ul></ul><ul><ul><ul><li>Communicative </li></ul></ul></ul><ul><ul><li>Age is irrelevant to Gen C </li></ul></ul><ul><ul><li>Its nature and ease of information availability makes it empowered </li></ul></ul><ul><ul><li>The social customer engages businesses for personal agendas </li></ul></ul>The Social Customer?
  11. 12. Source: Brian Solis The Social Customer?
  12. 13. Definition
  13. 14. <ul><li>2008 SAP/EIU study found that currently 61% of businesses surveyed found CRM very important NOW </li></ul><ul><ul><li>In 3 years, the number jumps to 86% </li></ul></ul>CRM YET…..
  14. 15. <ul><li>CRM is a strategic company-wide effort (30%) </li></ul><ul><li>CRM is driven by individual depts. (25%) </li></ul><ul><li>CRM is at the core of our business (12%) </li></ul><ul><li>CRM is focused on customer facing processes across multiple channels (12%) </li></ul>CRM
  15. 16. “ CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment” CRM 1.0
  16. 17. <ul><li>Managed customer relationships </li></ul><ul><li>Sales, marketing, support </li></ul><ul><li>Operational, analytic, collaborative </li></ul><ul><li>Data management </li></ul><ul><li>Business process management </li></ul><ul><li>Partner Relationship Management </li></ul><ul><li>Application Service Providers </li></ul><ul><li>Marketing’s 4Ps </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>360° view of the customer </li></ul><ul><li>Intranet </li></ul><ul><li>Product and/or services company </li></ul><ul><li>Thin client </li></ul><ul><li>E-CRM a.k.a ecommerce </li></ul><ul><li>ROI </li></ul><ul><li>TCO </li></ul><ul><li>Product sales as economic outputs </li></ul><ul><li>On premise </li></ul><ul><li>Client/server </li></ul><ul><li>Customer focused corporate ecosystem </li></ul>Old Terminology
  17. 19. “ CRM is a philosophy & a business strategy, supported by a technology platform, business rules, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” CRM 2.0
  18. 20. <ul><li>Enterprise. 2.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Customer managed experiences </li></ul><ul><li>CRM 2.0/Social CRM </li></ul><ul><li>Unified communication </li></ul><ul><li>Social networks/user communities </li></ul><ul><li>Social customer </li></ul><ul><li>Social media </li></ul><ul><li>Wikis </li></ul><ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><li>User generated content </li></ul><ul><li>Co-creation of value </li></ul><ul><li>Social bookmarking </li></ul><ul><li>Social tagging </li></ul><ul><li>Trusted sources </li></ul><ul><li>Twitter & microblogging </li></ul><ul><li>Return on customer </li></ul><ul><li>Customer value </li></ul><ul><li>Customer ecosystem </li></ul><ul><li>Customer advocacy </li></ul><ul><li>Service Oriented Architecture </li></ul><ul><li>On Demand </li></ul><ul><li>RSS </li></ul><ul><li>Transparency </li></ul><ul><li>Authenticity </li></ul><ul><li>Marketing as conversation </li></ul><ul><li>Personalization </li></ul><ul><li>Mashups </li></ul>New Terminology
  19. 22. <ul><li>CRM 2.0 + Social CRM = 123,400 </li></ul><ul><li>CRM =82,300,000 </li></ul>From CRM 1.0 to CRM 2.0
  20. 23. &quot;CRM is no longer just a model for managing customers but one of customer engagement&quot; From CRM 1.0 to CRM 2.0
  21. 24. Strategy/Business Model
  22. 25. <ul><li>Characteristics of the prototype </li></ul><ul><ul><li>The lines between producer and consumer are blurred </li></ul></ul><ul><ul><li>The users and producers are engaged in the co-creation of value – they become collaborators </li></ul></ul><ul><ul><li>The users have the tools to configure and/or customize their personal experience with the product </li></ul></ul><ul><ul><li>The users and the producers encourage each other and mutually define the future directions of the specific products </li></ul></ul>
  23. 26. <ul><li>Characteristics of the prototype (part deux) </li></ul><ul><ul><li>The users and producers take advantage of the most advanced methods of communication within the global matrix (e.g. user communities within the worldwide web) </li></ul></ul><ul><ul><li>Even though the users are working on the product changes for their own experience, the changes to the product have universal and commercial value and drive the sales of the product </li></ul></ul><ul><ul><li>The producer is not just the publisher/manufacturer but operates as an aggregator for the user's creative activity </li></ul></ul><ul><ul><li>The user is an advocate of the experience and, directly and by extension, the company </li></ul></ul>
  24. 27. <ul><ul><li>Old School to New School </li></ul></ul><ul><ul><ul><li>Innovation Toolkits online </li></ul></ul></ul><ul><ul><ul><ul><ul><li>15 telematics feature for future BMW models </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Now ongoing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>25 customer touchpoints identified and developed with the customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Products developed with direct collaboration with customers </li></ul></ul></ul></ul>
  25. 28. New Business, Little Fella:
  26. 29. <ul><li>Community retailing </li></ul><ul><li>Multiple brands </li></ul><ul><ul><li>Established (Adidas, Vans) </li></ul></ul><ul><ul><li>Independent (The Kazbah) </li></ul></ul><ul><li>Community of 800,000 </li></ul><ul><li>Own clothing line (Sons of Liberty </li></ul><ul><li>Innovations </li></ul>
  27. 30. The Kazbah <ul><li>Innovations </li></ul>
  28. 31. E-zine highlighting the independent designers from the Kazbah <ul><li>Innovations </li></ul>
  29. 32. <ul><li>Innovations </li></ul>
  30. 33. Social Network by invitation for trend-setters <ul><li>Innovations </li></ul>
  31. 34. Copyright BPT Partners & Cerado The Street Team <ul><li>Innovations </li></ul>
  32. 35. Copyright BPT Partners & Cerado Street Team <ul><li>Sign up, get unique code </li></ul><ul><li>Get friends to buy on the site using unique code </li></ul><ul><li>Discounts plus points for Street Team member </li></ul><ul><li>Street team member can upload photos, videos, earn points (community themes) </li></ul><ul><li>Return to member is cash & free clothes </li></ul><ul><li>Innovations </li></ul>Over 8000 advocates for street team
  33. 36. <ul><li>Part of focused customer strategy </li></ul><ul><ul><li>Concept stems from oldest form of communication – person-to-person word-of-mouth </li></ul></ul><ul><ul><li>Web form of word of mouth a.k.a. Internet buzz </li></ul></ul>Source: Simultaneous Media Usage Study, BIGresearch Source: Doubleclick Electronics Sales Influence Percentage Word of Mouth 42.6% Article 34.1% TV 32.3% Newspaper Insert 32.0% In-store promo 27.2% Media Influencer Non-Influencer Internet 39% 28% TV 18% 11% Radio 12% 9% Magazine 3% 1% Newspaper 2% 1%
  34. 37. <ul><li>The Cluetrain Manifesto: The End of Business As Usual </li></ul><ul><ul><li>Markets are conversations </li></ul></ul><ul><ul><li>Markets consist of human beings, not demographic sectors </li></ul></ul><ul><ul><li>Networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge </li></ul></ul><ul><ul><li>There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone </li></ul></ul><ul><ul><li>Already companies that speak in the language of the pitch…are no longer speaking to anyone </li></ul></ul><ul><ul><li>Most marketing programs are based on the fear that the market might see what’s really going on in the company </li></ul></ul>
  35. 38. <ul><li>Because the model is built on trust, the reputation of the company, not the message, becomes the brand </li></ul><ul><ul><li>That means, both the perception but also the actual quantified assessment of the marketing practices as certified by third parties (TRUSTe, etc.) </li></ul></ul><ul><ul><li>The practical side would be an authenticated or accredited message that is validated by the ISP or whoever is transmitting it. </li></ul></ul><ul><li>Marketing becomes the center point for engagement of the customer </li></ul><ul><ul><li>Messages are not to be pushed at the customer about products and services; </li></ul></ul><ul><ul><li>Marketing uses the media tools that are available to engage the customer </li></ul></ul><ul><ul><li>But with authenticity (Walmart & Edelman screw-up) </li></ul></ul>
  36. 39. Authenticity and trust is what matters – more than even the “consistency” of the message
  37. 40. <ul><li>Volume – amt. mentioned v. historic pattern </li></ul><ul><li>Tone – positive, negative, neutral </li></ul><ul><li>Coverage - # of sources generating conversation </li></ul><ul><li>Authoritativeness – qualitative ranking of source (reputation ) </li></ul>Hearing Whispers……. Source: How consumer conversation will transform business – PricewaterhouseCoopers, 2007
  38. 41. The Tools
  39. 42. <ul><li>Traditional </li></ul><ul><li>Salesforce automation tools </li></ul><ul><li>Marketing automation (e.g. campaign management) </li></ul><ul><li>Customer service (call center) </li></ul><ul><li>Dashboards </li></ul><ul><li>Features & functions </li></ul><ul><li>Social </li></ul><ul><li>Blogs, podcast, wikis </li></ul><ul><li>Social networks/communities </li></ul><ul><li>User generated content (rich media) </li></ul><ul><li>Social tags & social bookmarks </li></ul><ul><li>Features, functions, characteristics </li></ul><ul><li>Enterprise SOA (or WOA) </li></ul><ul><li>Enterprise Widgets </li></ul><ul><li>Master Data Management (MDM) </li></ul><ul><li>Business rules engine </li></ul><ul><li>Workflow </li></ul><ul><li>Analytics (customer analytics) </li></ul><ul><li>RSS feeds/Subscription services </li></ul>Transaction Interaction Infrastructure/Platform
  40. 43. CRM 2.0: The Social Stack Source: Thomas Vander Wal, Personal InfoCloud
  41. 44. The Communities
  42. 45. <ul><li>There should be a solid business reason for having one beyond: </li></ul><ul><ul><li>Everyone else is </li></ul></ul><ul><ul><li>Coolness </li></ul></ul><ul><li>The strategy & purpose & plan for the social network should be clear before technology is chosen </li></ul><ul><ul><li>But the platform needs to be solid & highly functional </li></ul></ul><ul><ul><li>Cheapness can’t be a factor </li></ul></ul>Social Networks/Communities
  43. 46. <ul><li>Content is what brings members back </li></ul><ul><ul><li>It must be continually refreshed </li></ul></ul><ul><ul><li>The purpose of this whole endeavor is ongoing engagement </li></ul></ul><ul><ul><li>That means that peer-to-peer interactions need to be encouraged within the borders of the social network </li></ul></ul><ul><ul><li>Members should be encouraged to collaborate with the company (e.g. help find new routes) </li></ul></ul><ul><ul><li>Members need to feel valued continuously </li></ul></ul>Social Networks/Communities
  44. 47. <ul><li>Rules for the Social Network </li></ul><ul><ul><li>There is an expectation of trust by members - the social network is a trusted peer – not abstract entity </li></ul></ul><ul><ul><ul><li>Privacy is the secondary consideration w/in the confines of that trust </li></ul></ul></ul><ul><ul><li>The member profile is licensed to the social network, not owned by the social network </li></ul></ul><ul><ul><ul><li>The terms of that license need to be mutually agreed upon and transparent at all times </li></ul></ul></ul><ul><ul><li>The member must feel that they retain control over their profile – MISSION CRITICAL </li></ul></ul>Social Networks/Communities
  45. 48. <ul><li>Rules for the Members </li></ul><ul><ul><li>They have no inherent right to be a member. </li></ul></ul><ul><ul><li>There are risks associated there is no complete privacy guaranteed (what is it about “social” they don’t understand?) </li></ul></ul><ul><ul><li>While they retain ownership of their profile, by signing up, they are providing a limited license to the social network to use that profile as an asset – as defined by the terms of the agreement </li></ul></ul><ul><ul><li>That profile well may be used commercially with their permission </li></ul></ul>Social Networks/Communities
  46. 50. The Details: Don’t Sweat ‘Em, But There Are Quite a Few
  47. 51. <ul><li>Developing a Strategic Map </li></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Business case including costs/TCO </li></ul></ul><ul><ul><li>Business requirements </li></ul></ul><ul><ul><li>Process assessment/transformation </li></ul></ul><ul><ul><li>Risk assessment </li></ul></ul><ul><ul><li>Metrics/benchmarks/ROI </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Communications (internal & external) </li></ul></ul><ul><ul><li>Vendor selection strategy </li></ul></ul><ul><ul><li>Model project (pilots) </li></ul></ul><ul><ul><li>Customer experience </li></ul></ul>CRM 2.0 Strategic Elements
  48. 52. The 360° view of the customer is no longer the holy grail. It’s a pre-requisite.
  49. 53. The new holy grail: A company like me
  50. 54. The Vendors
  51. 55. <ul><li>CRM 2.0 – getting closest </li></ul><ul><li>SAP </li></ul><ul><li>Oracle </li></ul><ul><li>Salesforce.com </li></ul><ul><li>Zoho (SMB market) </li></ul><ul><li>SalesLogix (SMB market) </li></ul><ul><li>Helpstream (customer service) </li></ul><ul><li>nGenera offering (Talisma) </li></ul><ul><li>SugarCRM (open source) </li></ul><ul><li>Loyalty Lab (marketing) </li></ul><ul><li>Not there…but moving closer </li></ul><ul><li>Microsoft </li></ul><ul><li>SAS (moving fast) </li></ul><ul><li>RightNow (customer experience) </li></ul><ul><li>Google </li></ul><ul><li>Aplicor (moving fast) </li></ul><ul><li>Not close…but still good </li></ul><ul><li>NetSuite </li></ul><ul><li>Maximizer </li></ul><ul><li>Entellium </li></ul><ul><li>Unica </li></ul><ul><li>Eloqua </li></ul>The Vendors: Roadmap
  52. 56. <ul><li>Web 2.0 Integration with CRM: Baby Steps Begin </li></ul><ul><ul><li>Neighborhood America (Enterprise Social Network) </li></ul></ul><ul><ul><li>Atlassian Confluence (wiki) </li></ul></ul><ul><ul><li>Google apps (salesforce.com) </li></ul></ul><ul><ul><li>Leverage CommunityConnect (salesforce.com) </li></ul></ul><ul><ul><li>Zoho (multiple own products with ZohoCRM) </li></ul></ul>The Vendors: Roadmap
  53. 57. Closing Time
  54. 58. Source: CRM 2.0 Wiki (http://crm20.pbwiki.com) CRM 1.0 Features/Functions   CRM 2.0 Features/Functions Customer facing features - sales, marketing & support. Still isolated from back office, supply chain Fully integrated into an enterprise value chain that includes the customer as part of it   Tools are associated with automating functions Integrates social media tools into apps/services: blogs, wikis, podcasts, social networking tools, user communities    Automate interaction history for lead nurturing and relationship building   Utilize knowledge in context to create meaningful conversations  Models customer processes from the company point of view  Models company processes from the customer point of view     Recognizes that the customer relationship encompasses information-seeking and information-contributing behavior   Resided in a customer-focused corporate business ecosystem   Resides in a customer ecosystem   Utilitarian, functional, operational   All those plus style and design matter   Marketing focused on processes that sent improved, targeted, highly specific corporate messages to customer Marketing is front line for creating conversation with customer - engaging customer in activity and discussion - observing and re-directing conversations among customers   Business produces products & creates services for customer Business is an aggregator of experiences, products, services, tools and knowledge for the customer   Intellectual Property protected with all legal might available Intellectual property created and owned together with the customer, partner, supplier, problem solver     Business focus on products and services that satisfy customers   Business focus on environments & experiences that engage customer   Tactical and operational   Strategic   Customer strategy is part of corporate strategy   Customer strategy IS corporate strategy   Innovation from the designated   Innovation from both internal and external sources   Focus on Company <> Customer Relationship   Focus on all iterations of the relationships (among company, partner(s), customer(s)) and specifically on identifying, engaging and enabling the &quot;influential&quot; nodes   Company manages the relationship with the customer The customer collaborates with the company   Technology focused around operational aspects of sales, marketing, support Technology focused on both the operational and the social/collaborative and integrates the customer into the entire enterprise value chain Relationship between the company and the customer was seen as enterprise managing customer - parent to child to a large extent Relationship between the company and the customer must be peer to peer (C2P or P2C so to speak) and yet the company must still be an enterprise in all other aspects.    Definition is: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment   Definition is: CRM 2.0 is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.  It's the company's response to the customer's ownership of the conversation.   Insights and effectiveness were optimally achieved by the single view of the customer (data) across all channels by those who needed to know. Based on &quot;complete&quot; customer record and data integration   Insights are a considerably more dynamic issue and are based on 1. customer data with single view being important; 2. customer profiles and the social characteristics associated with them 3. customer participation in the activity acquisition of those insights
  55. 59. Author: CRM at the Speed of Light (4th Edition, February 2009) President: The 56 Group, LLC Managing Partner/CCO: BPT Partners, EVP: National CRM Assn. Co-Chair: Rutgers CRM Research Center Named #1 CRM Influencer (Non Vendor) by InsideCRM 2007 Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM CRM Magazine 2008 Top Influencer PGreenblog: http://the56group.typepad.com Email: [email_address] Twitter: http://www.twitter.com/pgreenbe Cell phone: 703-551-2337 THANK YOU