Upgrading Your CRM Strategy with Blogs, Podcasts and Social Networking

Slide 1: era October 30, 2006 Upgrading Your CRM Strategy with Web 2.0 Christopher Carfi Cerado, Inc. October, 2006 Copyright (c) 2002-2006 Cerado, Inc.

Slide 2: Quick Background era Co-Founder, Cerado Win/Loss Analysis, Competitive Intelligence, Business Blogging http://www.cerado.com Creator, HaystackTM Networking Serious social networking for businesses and associations http://haystack.cerado.com Editor, The Social Customer Manifesto weblog “Best CRM Weblog,” SearchCRM.com http://www.socialcustomer.com Copyright (c) 2002-2006 Cerado, Inc.

Slide 3: Agenda era • Intro : How “Web 2.0” Is Affecting CRM • What's Happening : Sales • What's Happening : Marketing • What's Happening : Service • What's Coming : An Increasing Focus On Trust In Business Relationships • Wrapup Copyright (c) 2002-2006 Cerado, Inc.

Slide 4: How “Web 2.0” Is Affecting CRM era • Web is moving from “publish-only” to “read/write” – Cost of publishing for customers = 0 – All media can be published – text, audio, video, etc. • CRM has moved from “managing customers” to “having conversations with customers” – Applies to sales – Applies to marketing – Applies to support • We've entered era of the “Social Customer” Copyright (c) 2002-2006 Cerado, Inc.

Slide 5: The Social Customer Manifesto era • I want to have a say. • I don't want to do business with idiots. • I want to know when something is wrong, and what you're going to do to fix it. • I want to help shape things that I'll find useful. • I want to connect with others who are working on similar problems. • I don't want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.) • I want to buy things on my schedule, not yours. I don't care if it's the end of your quarter. • I want to know your selling process. • I want to tell you when you're screwing up. Conversely, I'm happy to tell you the things that you are doing well. I may even tell you what your competitors are doing. • I want to do business with companies that act in a transparent and ethical manner. • I want to know what's next. We're in partnership…where should we go? Copyright (c) 2002-2006 Cerado, Inc.

Slide 6: What's Happening: Sales era Key point 1: Salepeople no longer have an informational advantage over their customers Key point 2: Customers trust “someone like me” (e.g. TripAdvisor) Key point 3: The rise of the “biz-sumer” photo credit: gizmodo Copyright (c) 2002-2006 Cerado, Inc.

Slide 7: What's Happening: Marketing era • Customer expectations – Transparency – Authenticity – Conversations in a human voice • Things happen – Customers create – Customers talk – Word-of-mouth reigns Copyright (c) 2002-2006 Cerado, Inc.

Slide 8: What's Happening: Support era • “Support Tags” (a.k.a. “Support Beacons”) • Turns support around 180 degrees • Customer talks on his/her own site, support comes to them ” Naturally, there will be those who scoff and respond to the support tagging idea along the lines of "Why? Customers should come to our support site, and open a ticket there". And that's how it's done today - make your customers come to you. But why not reverse this completely? This is how these companies win the hearts, minds and loyalty of their customer. Its amazing customer service - a true differentiator. By providing a support tag, it could allow for further structuring around this 'listening to the blogs customer support' approach. Of course, not all your customers would use it, but if there is a real benefit to the customer in doing so (i.e. faster response times, quality of response, etc), then why wouldn't they? And the benefits to the company providing support in this way? Well, happy customers for one - but if the support is provided via a comment then this provides evidence to prospective customers of the quality of service who happen to come across the blog post. I'll do my bit and the send idea around within Microsoft for consideration by the powers that be. Quote from Alex Barnett, Microsoft Copyright (c) 2002-2006 Cerado, Inc.

Slide 9: Trend: Social Networking for Businesses/Associations era • Social networking: Huge in consumer space in 2006 (mySpace, Facebook, etc.) • Not just for kids anymore • Business trust is in “someone like me” • SNS on track for use in businesses and associations: – Customer and member relationship development – Use of the network to find experts or locate knowledge to better support customers – Better service by providing customers with the “whole product” – Creation of “all-star” teams that are right for each customer • Trust is the killer app Copyright (c) 2002-2006 Cerado, Inc.

Slide 10: Contact Information era Christopher Carfi Cerado, Inc. ccarfi@cerado.com 650.346.4406 Haystack profile: http://haystack.cerado.com/profile/2 Copyright (c) 2002-2006 Cerado, Inc.