Extreme CRM Makeover by Graham Hill

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Prepared for the CRMA Netherlands
by Dr Graham Hill, www.designthinkers.nl
Ede, 9 September

Published in: Business

Extreme CRM Makeover by Graham Hill

  1. 1. Extreme CRM Makeover Prepared for the CRMA Netherlands by Dr Graham Hill, design thinkers.nl Ede, 9 September
  2. 2. Is CRM still Working?
  3. 3. CRM is dead! Long live CRM
  4. 4. CRM Works! 50,000 experiments
  5. 5. CRM Really Works £350m given back
  6. 6. But... CRM has Problems
  7. 7. And they are Getting Worse!
  8. 9. Seven days to an Extreme CRM Makeover
  9. 10. Be Creative !
  10. 11. Day1 What do Customers Really Value?
  11. 12. 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
  12. 13. Mission Possible Day 1 Go talk to customers, ex-customers and non-customers
  13. 14. VOC is Not Enough
  14. 15. ‘ Genchi Genbutsu’ Go See for Yourself
  15. 16. Quote… “ People don't want to buy a quarter-inch drill. They want a quarter-inch hole! ” … Unquote Ted Levitt
  16. 17. JOB … Make a 6mm hole in a plaster wall e.g. to hang-up a towel We ‘Hire’ Tools to do Jobs
  17. 18. 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
  18. 19. What’s the Customer’s Job? 10m
  19. 20. The cutting edge of Innovation
  20. 21. A brave new world of Applications
  21. 22. Day 2 How do Customers Consume Value?
  22. 23. One Touchpoint at a time
  23. 24. Mission Possible Day 2 Map out the customer’s journey from start to finish
  24. 25. Customer Journey
  25. 26. Contextual Mapping
  26. 27. Customer Personas
  27. 28. Fly the Friendly Skys
  28. 29. Improving the Experience
  29. 30. Improving the Experience
  30. 31. Day 3 How is Value Co-Created with Others?
  31. 32. Value is always Co-Created
  32. 33. Co-creation is a Balancing Act
  33. 34. Mission Possible Day 3 Map out the value co-creation drivers
  34. 35. What do you Bring to the Party?
  35. 36. Mass Customisation
  36. 37. Crowdsource Innovation 20m
  37. 38. Power By the Hour
  38. 39. Day 4 What Capabilities do You Need to Co-Create Value
  39. 40. Pull all the Right Levers
  40. 41. Mission Possible Day 4 Audit your co-creation capabilities
  41. 42. 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
  42. 43. Improving the Airport Experience
  43. 44. Making CRM Lean
  44. 45. Managing for Value
  45. 46. Day 5 The Art of Collaboration
  46. 47. Work is a Team Game
  47. 48. Mission Possible Day 5 Survey staff internal social networks
  48. 49. How work is Really Done
  49. 50. Networked Innovation
  50. 51. Creating Socialtext
  51. 52. Diving internal Social Networks
  52. 53. Day 6 Engage with Customer Communities
  53. 54. Customers are Talking
  54. 55. 30m
  55. 56. Mission Possible Day 6 Listen to what customers are saying about you… And engage
  56. 57. Customer Communities
  57. 58. Call the Buschtaxi(.de)
  58. 59. ‘ Lurking’ for Starwood
  59. 60. Enable Customer Networks
  60. 61. Does Comcast Really Care?
  61. 62. Day 7 Customer Development… One Step at a Time
  62. 63. Learning by Doing Learning by Doing
  63. 64. Mission Possible Day 7 Create an A3 for your ‘Customer Development’
  64. 65. Fifty A4 pages… into One A3 Page
  65. 66. Managing Repurchase
  66. 67. € 1M Campaign on one A3 page
  67. 68. 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
  68. 69. Building a Disruptive CMS
  69. 70. It’s NOT Rocket Science!
  70. 71. It’s NOT the Sizzle It’s the Steak
  71. 72. It’s NOT Monopoly Money
  72. 73. Are YOU Ready… For an Extreme CRM Makeover?
  73. 74. 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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