From Multiple Channels
to a Cross Channel Culture
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Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
www.einatstki.blogspot.com
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CRM
Trends
CRM will be less about transactions
And more about interactions
Think of it as a way of improving customer
experience by managing “conversations”
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CRM
Trends
Better customer experience
= better product
Your Text here Your Text here
It’s the experience that counts,
not the product
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Collaborative CRM: CRM
Trends
from the outside looking in
Focus on external clients needs
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Focus on internal processes
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Technologies Maturity Model 2009 General
Trends
Business Value
Investment Active BPM
BI Web
to make money 2.0
Collab.
CRM Balanced Data IT+business
Cut costs, Increase Oper. Scorecard Governance, Project
CRM ERP 2 MDM
productivity Financial Ent. Pure
Tactic BI Search Business
BI
Project
ECM
Gateway
Commodity IT portal ERP1
Services Size of figure =
complexity/
cost of project
Financial
Investment sector
Non-
Finance
for regulations reg. sectors
reg.
Using Implementing Looking
Market Maturity
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General
IT Services Families Trends
Reduce Expenses Increase Revenues
Increase Increase Increase
Improve Increase
process process governance,
Cut costs customer business
efficiency Intelligence regulation &
Experience agility
risk mng.
Green IT Active BI Regulation
Social CRM BSC
compliance
DC Tech: virtualization CXO
BPM Analytical
etc. BPM/BPA management
CRM
tools
Supply chain Customer
Employee Productivity Innovation IT
intelligence Experience
support tools Governance
Management
IT Sourcing models Marketing
focus
IT portfolio
management
Self Service of clients,
employees and
partners
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CRM
Source: STKI CIO Survey 2009 Trends
CRM Priorities2009
40%
35%
35%
30%
25%
20%
18% 20%
14% 15%
8% 10%
5%
0%
Campaign Ecommerce CRM Self-Service Analytical
Management Systems Packages CRM
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The obvious reason: Cost savings
Cost per call*
Live agent (CSR): 5$ (avr.)
IVR: 1$
Web interaction: <0.2$
* Average costs are based on global research findings across all industries
includes Service rep salary, electricity, computers, systems, training, maintenance
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The less obvious: higher value
Customer stickiness:
Multi-channel customer =
higher value than single channel customer
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(source: Dmdays New York)
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CRM
The goal: Multi Channel CRM Trends
• Mobile service • e-billing •More self • newsletters • EPSS/guided
• e-banking • e-service service options • email marketing interactions
• SMS • e-payments and transactions • email response • RTD
• Live chat management • CC
• Collaboration
Proliferation of customer touch points
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and… Multi Channel Marketing
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BUT
Channels are managed by different
organizational units
Is there a single view of the customer
experience across all channels?
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Clients are starting to be “nagged”
The
Customer
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Should be a holistic Strategy
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Source: Nurun
http://www.slideshare.net/nuruncom/excelling-in-a-multi-channel-environment
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From monologue to dialogue
Social media is a conversation platform
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Source: Charteris
http://www.slideshare.net/charterispic
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Communication with customers CRM
Trends
spurs customer centric innovation
What features should
What do you like about our new product?
product X include?
What don’t you like about
our new product? What do you like about
our company?
Your Text here Your Text here
Do you have ideas
how we can
How do you prefer enhance our
to interact with us? products?
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CRM
The new DIGITAL social customer Trends
Uses
Twitter to
complain
about a
product or
company
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Source: 2008, Fabio Cipriani.
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New Marketing Essentials
• The new 3 E’s of successful marketing:
Engage, Entertain, Educate
• The web is making a big impact on
marketing & customer interaction
strategies
• Focus on what your target audience
hears, not on what you say
• Dialogue, not Monologue
Source: TheWiseMarketer.com
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Can you analyze your web interactions?
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Source: econsultancy.com/reports/crm-2-0-report
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CRM
Summary of trends 2009 Trends
• The goal is to maximize customer experience
• People want options for products and channels
• The customer is becoming more “social” and is
making conversations about your company
• Multi channels can create a good experience if
there is a holistic view
• Companies are adopting multi channels BUT:
Channels are managed separately
No holistic view
Not analyzed enough
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Thank you!
Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
Einat Shimoni’s work Copyright 2009 @STKI Do not remove source or attribution from any graphic or portion of graphic 21