Extreme CRM Makeover by Graham Hill

Extreme CRM Makeover Prepared for the CRMA Netherlands by Dr Graham Hill, design thinkers.nl Ede, 9 September

Is CRM still Working?

CRM is dead! Long live CRM

CRM Works! 50,000 experiments

CRM Really Works £350m given back

But... CRM has Problems

And they are Getting Worse!

Seven days to an Extreme CRM Makeover

Be Creative !

Day1 What do Customers Really Value?

Quote… “Customer’s perceived preference for and evaluation of those product attributes, attribute performance, and consequences arising from use that facilitate achieving the customer’s goals and purposes in use situations ” … Unquote Robert Woodruff

Mission Possible Day 1 Go talk to customers, ex-customers and non-customers

VOC is Not Enough

‘ Genchi Genbutsu’ Go See for Yourself

Quote… “ People don't want to buy a quarter-inch drill. They want a quarter-inch hole! ” … Unquote Ted Levitt

JOB … Make a 6mm hole in a plaster wall e.g. to hang-up a towel We ‘Hire’ Tools to do Jobs

Tools Change, Jobs Don’t 1935 33 RPM LP Record 1970 Tape 1990 CD-ROM 2008 iPod Gold Edition 1880 78 RPM Record Job: Listen to recorded music at home

What’s the Customer’s Job? 10m

The cutting edge of Innovation

A brave new world of Applications

Day 2 How do Customers Consume Value?

One Touchpoint at a time

Mission Possible Day 2 Map out the customer’s journey from start to finish

Customer Journey

Contextual Mapping

Customer Personas

Fly the Friendly Skys

Improving the Experience

Day 3 How is Value Co-Created with Others?

Value is always Co-Created

Co-creation is a Balancing Act

Mission Possible Day 3 Map out the value co-creation drivers

What do you Bring to the Party?

Mass Customisation

Crowdsource Innovation 20m

Power By the Hour

Day 4 What Capabilities do You Need to Co-Create Value

Pull all the Right Levers

Mission Possible Day 4 Audit your co-creation capabilities

Capabilities Everywhere Rich customer & product data collection Common customer & product database Customer & product insight generation Customer & product insight sharing Customer contact rules Common company values Partner integration Common performance measures Contact optimisation Integrated marketing activities Lead sharing & management Information sharing Shared service standards Performance rewards & incentives Segmentation of customers Householding of customers Use of analytics and modelling Value-based customer management Strategic campaign management Integrated lead management Channel integration Offer configuration & pricing Right channelling Customer-focussed service Information fulfilment Providing a consistent experience Leading Optimising Practicing Developing Aware No Capability Managing Customers by their Value Aligning Marketing Strategy with Value & Needs Managing the Customer Experience Collaborating Across the Company Managing Customer Information as a Strategic Asset Managing Relationships with Retailers Current Level 3Yr Target Level Priority improvement opportunities 100 Day Target 1 Yr Target Level

Improving the Airport Experience

Making CRM Lean

Managing for Value

Day 5 The Art of Collaboration

Work is a Team Game

Mission Possible Day 5 Survey staff internal social networks

How work is Really Done

Networked Innovation

Creating Socialtext

Diving internal Social Networks

Day 6 Engage with Customer Communities

Customers are Talking

Mission Possible Day 6 Listen to what customers are saying about you… And engage

Customer Communities

Call the Buschtaxi(.de)

‘ Lurking’ for Starwood

Enable Customer Networks

Does Comcast Really Care?

Day 7 Customer Development… One Step at a Time

Learning by Doing Learning by Doing

Mission Possible Day 7 Create an A3 for your ‘Customer Development’

Fifty A4 pages… into One A3 Page

Managing Repurchase

€ 1M Campaign on one A3 page

Portfolio of Options Get Started Degree of Development Phase 1 Time Phase 2 Phase 3 Phase 4 Analytics Datamart Customer Analytics Core Processes Campaign Design Consolidate Benefits Daily Business Standardised IT Process Kaizen Standard Campaign Daily Business Business Kaizen Expand & Extend Pilot Retailers Business Case Deliver Early Benefits Mktg Datamart Automated Data Predictive Models Activity Kaizen Piloting Campaign Value created in this phase must pay for itself AND the next phase All Retailers Business Case

Building a Disruptive CMS

It’s NOT Rocket Science!

It’s NOT the Sizzle It’s the Steak

It’s NOT Monopoly Money

Are YOU Ready… For an Extreme CRM Makeover?

Thank You Dr. Graham Hill [email_address] + 49 170 487 6192 www.linkedin.com/in/grahamhill www.customerthink.com/gurublog/graham_hill www.twitter.com/grahamhill

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Extreme CRM Makeover by Graham Hill

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