Extreme CRM Makeover by Graham Hill
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Extreme CRM Makeover by Graham Hill



Prepared for the CRMA Netherlands

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



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Extreme CRM Makeover by Graham Hill Extreme CRM Makeover by Graham Hill Presentation Transcript

  • 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
  • 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
  • 30m
  • 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