Enterprise TRM TRM => Tribes Relationship ManagementEnterprise CRM in the Digital/Online Services AgeKarthik Ravindrankarthikr@live.com

Traditional Enterprise CRM

Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer CommunicationsSales, Marketing, and Customer Service

Worked well (if done well) in the past

What about in the current & emerging digital/online age?

Can it move your Customer Relationshipneedle forward?

Revisiting CRM in the Digital Age

Rethinking Traditional Enterprise CRMWhat requires rethinking?Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer Communications

Traditional Enterprise CRM conceptsHow are they impacted by the Digital/Online Age?CustomerContactContract LeadOpportunityMarketing ListsMarketing Campaign ChannelsCustomer SupportSales Force Automation…

The world has evolved and is constantly evolving…

PresenceMailing Address => E-mail Address => Web Site

Photo SharingSnail mail => E-mail => Social Networks

CommunicationLetters => E-mails => Tweets

MarketingSnail mail Marketing => E-mail Marketing => Social Media Marketing

Consumer PerceptionsVendor Marketing + Personal Experiences => Social Media Communities & Influentials

The WebWeb 1.0 => Web 2.0 => Web 3.0

ComputingOn-premise => Hosted => Cloud

Enterprise PresenceBrick & Mortar => Web 1.0 .com site => Going Social

Common TrendsChangeOnlineTribes New Mediums Going Social Old habits are not totallyirrelevant*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on www.ted.com

Enterprise CRM EvolutionCustomer Data Management Apps => Enterprise CRM Systems =>Enterprise TRM

Enterprise TRMServicesthat enable Conversationsbetween an Enterprise and its Tribesto materialize mutuallybeneficialExperiences and Results*Tribes => Customers, Consumers, Communities

Enterprise TRM PillarsCustomer=> The 3 C’s => TheTribesCommunications => ConversationsRelationships => PositiveExperiencesSilos => CommunityCustomers => Advocates*The 3 C’s => Customers, Consumers, Community*Distinguishing the 3 C’s – An XBOX Gamer (A Microsoft Customer), Video Gamers (Gaming Consumers), Video Gamer Communities

Enterprise TRM ScenariosA SamplingNote: Pause and think through each scenario in the context of the Enterprise TRM pillars

Surveying CustomersAre structured customer surveys always effective? Are there opportunities for you to be more efficient in understanding & engaging with your tribes?

Micro CommunicationsThe age of viral Micro communications is here to stay. Community Influencers Micro-communicate. Micro-communications make/break brands. Micro-communications shape consumer perceptions. What is your engagement strategy?

Customer Service & EngagementUnhappy campers voicing their opinions on products/services is a common trend in popular & viral online networks. The vast majority are ignored (unlike the example cited above). How active is your brand in viral networks? What is the cost of ignorance?

Social PresencePresence in Viral Social Networks – What purposes could it serve? What is your Engagement Strategy?

Collaborative Knowledge ManagementAre there more effective & sustainable options to foster knowledge sharing in the context of your brand?How could services like the above influence your investments in this context?

Tribe ShoringAre there opportunities to directly engage your tribes in shaping your brand?How could services like the above influence your investments in this context?

Multi-channel EngagementWhere are your Tribes most active?What is your engagement strategy to stay connected with your tribes in these channels?

We Value You ExperiencesI log into my connected gaming console and I see…A message thanking me for a feature add-on suggestionI had submitted and informing me that it has been addressed with a link to obtain the add-on. The message also Notifies me that1000 points have been credited to my gaming account for mycontribution and its value to the gaming service provider’s consumer communityA message recognizing me as a an expert in a game and invitingme to participate in a closed loop beta testing of v.Next………

And Many More…

Top Enterprise TRM Channel InvestmentsMicro-communications: TwitterSocial Media: YouTube, SlideShareTop 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like ZooppaViral Multi-channel App Stores/EcosystemsCustom Branded TRM Service & Community

Enterprise TRM StrategyEngage in Established External ChannelsDrive to/Integrate withCustom Branded TRM Service & Community………

Custom TRM Service Capabilities Micro-CommunicationsSocial Media (Videos, Presentations, Photos, Blogs, Wikis)Social NetworkingTribe ShoringMulti-Channel AccessExternal Channel/Service IntegrationUsage & Efficacy Analytics

Custom TRM Service Applications Integrated Brand Hub for Participatory IdeationCustomer Support & ServiceCollaborative Knowledge ManagementTribe ShoringMarketing

AcknowledgementsSeth GordonLawrence Lessig

Thank You