Esteban Kolsky e Mark Tamis - International Forum on E 2.0

except where otherwise noted, this work is licensed under creative commons 3.0 Una Nuova Era Di Coinvolgimento Del Cliente Tramite il Social CRM How extending enterprise 2.0 beyond your internal world makes sense – and money

You Cannot Yell at Your Customers Anymore!

The Emergence of the “New” Social Customer Fabio Cipriano The Social customer

The Social Customer Fits into your Ecosystem Now… Your company Competitor Supplier / Partner Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Fabio Cipriano

An Old Ecosystem (company centric)

A New Ecosystem (customer centric)

First Thing? Your Business Model – Throw it Away… Business Model Social Environment Technological Change Legal Environment Customer Demand Competitive Forces Channels, Partners and Suppliers Strategy Technology Governance Business Model

Your New Business Model

Building a Collaborative Enterprise – Step 1 Customers Employees
Customers
Voice of Customer
Co-creation
Concept Validation
Peer to peer Support
Knowledge Contribution
Employees
Customer Ticket Resolution
Collaborate with internal and external communities
Customer Care, Marketing, Sales
Consumers & Communities Collaborative Enterprise

Building a Collaborative Enterprise – Part 2
Channels
Buying behaviour
Add to customer insight
Partners & Suppliers
Effective response
Customer Insights
Co-design
Value Chain Collaboration
Consumers & Communities Partners & Suppliers Channels Collaborative Enterprise

The Collaborative Enterprise = Engagement
Collaborate to understand the Customer Job-to-be-Done
Collaborate to co-create with the customer to meet her desired outcomes
Collaborate to act on Customer Insights
Collaborate to understand and provide the Customer Experience she expects from you
The Collaborative Enterprise Social CRM E2.0

Collaboration to meet Desired Outcomes Social Networks Communities Customers Employees Channels Partners & Suppliers The Collaborative Enterprise

It’s called VRM, Vendor Relationship Management

Remember When Doing This…
Customers are following the direction provided by the social network.
Firms are following the direction provided by the technology.
Customers are more connected to each other than to your firm.

Esteban Kolsky e Mark Tamis - International Forum on E 2.0

by International Forum on Enterprise 2.0 on Jun 22, 2010

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