Customer Relationship Innovation for the Emergent Social Business

Customer Relationship Innovation for the Emergent Social BusinessBrian Vellmure Ini-um LLC / Innovantage h6p://www.brianvellmure.com h6p://www.twi6er.com/BrianVellmure

Surveying a Changing LandscapeBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Brian Vellmure http://www.brianvellmure.com @BrianVellmure

Brian Vellmure http://www.brianvellmure.com @BrianVellmure LinkedIn InMaps The Expansion of the Social Web

Brian Vellmure http://www.brianvellmure.com @BrianVellmureIncreased Connectedness

The Digitization of EverythingPortrait by Popeye Francom

Price/Performance Doubling every 18 months Source: Ray Kurzweil

Memes and information spread with unprecedented Reach & SpeedBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Who is the Social Customer?Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Brian Vellmure Connected. Savvy. Demanding. http://www.brianvellmure.com @BrianVellmurewith access to about…your company, products, services, people, partners

Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Brian Vellmure http://www.brianvellmure.com @BrianVellmureIt’s not just customers

Brian Vellmure http://www.brianvellmure.com 90% of B2B Buyers say when they’re 93% of B2B buyers use ready to buy… @BrianVellmure search to begin the buying process THEY’LL FIND YOUSource: Marketo Source: DemandGen Report

70% of a typical buying process is completed before a sales person gets involved Source: Sirius Decisions Photo courtesy of freefoto.com Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Today’s B2B Buyer Profile Brian Vellmure http://www.brianvellmure.com @BrianVellmureSource: DemandGen Breaking Out of the Funnel: A look inside the mind of the New GeneraKon B2B Buyer

Social Customers Talk The typical American mentions specific brand names 60 times per week in online and offline conversations. Source: WOMMA Brian Vellmure h6p://www.brianvellmure.com

Customers are … and they’ll aggressively pay a premium for itsearching for help With their wallet And their Mouth

Ladies and Gentlemen… The Social Customer Profile • Generally distrus@ul of media and businesses • Do things on their terms, discontent with what corporate Status quo is oﬀering them • They’ll ﬁnd who and what they need, when they need it, from where they are • Connected and Vocal; leveraging, learning from and helping their immediate and extended peer group • They extend the most trust to respected experts • Ready to hyper reward and promote those that stand out • Ready to abandon and destroy those that disappoint Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Implications for your Customer Relationship StrategyBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Knowing your Customer is a Must “Most, if not all, senior executives assert they want to understand their customers better. Indeed, in our last CEO study, 88 percent of business leaders — and an astounding 95 percent of those heading the most successful organizations — said getting closer to their customers was the top priority for realizing their strategy over the next five years.Source:“CapitalizingonComplexity:InsightsfromtheGlobalChiefExecutiveOfficerStudy.” IBM Institute for Business Value. May 2010. Image Credit: Peter Cho, NYT magazine

Brian Vellmure http://www.brianvellmure.com @BrianVellmureIncreased Mandate to Listen, Learn, Respond

Customers need you to understand what they are trying to achieveBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Useful = Attention Magnet AttentionBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Customer Interaction has evolved… FROM “One to Many” TO “One to One” TO “One to One to Many” & “One to Many to One”Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Customer Profiles will also evolve CLV (Customer Lifetime Value) + CRV (Customer Referral Value) + CIV (Customer Influence Value) + CKV (Customer Knowledge Value) _______________________________________ Customer Engagement Value Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value V. Kumar, LerzanAksoy, Bas Donkers, RajkumarVenkatesan, Thorsten Wiesel and Sebastian Tillmanns

A Marketing Mindset for the Social Era•  Understand the Buyer’s Journey•  Blow them away – create something Remarkable – For every stage – For the most relevant channel•  Gain Permission – earn Trust•  Be Genuine and Transparent•  Be Unique•  Make it Shareable•  Invite them to continue the journey with you & Tell a Friend – Tell the WorldBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Increased ConnectionIncreased Expectations Brian VellmureIncreased Opportunities http://www.brianvellmure.comOur customers will continue to reveal more and more This presents a about themselves in an tremendous opportunity unstructured manner for organizaKons who @BrianVellmure have the ability and desire to listen, understand, and respond with something that resonates

Key Takeaways and Action ItemsBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Be FoundBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Stand out and be Hyper-RewardedBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Listen to and Leverage Market ConversationsBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Use advanced analytics and richer customer profiles for competitive advantageBrian Vellmure h6p://www.brianvellmure.com @BrianVellmure

Let’s continue the conversation!Brian Vellmure Ini-um LLC / Innovantage h6p://www.brianvellmure.com h6p://www.twi6er.com/BrianVellmure

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Customer Relationship Innovation for the Emergent Social Business

by Brian Vellmure

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