Enterprise 2.0 Conference Milano June 2010

How extending enterprise 2.0 beyond your internal world makes sense – and money Una Nuova Era Di Coinvolgimento Del Mark Tamis – Net-7 Cliente Tramite Esteban Kolsky - thinkJar il Social CRM except where otherwise noted, this work is licensed under creative commons 3.0

You Cannot Yell at Your Customers Anymore!

The Emergence of the “New” Social Customer The Social customer Fabio Cipriano

The Social Customer Fits into your Ecosystem Now… Customer Customer Customer Customer Customer Customer Customer Competitor Partner Customer Customer Your company Customer Customer Customer Customer Fabio Cipriano

An Old Ecosystem (company centric)

A New Ecosystem (customer centric)

First Thing? Your Business Model – Throw it Away… Competitive Customer Forces Demand Strategy Channels, Legal Partners and Environment Business Business Suppliers Model Model Governance Technology Social Environment Technology

Your New Business Model external hybrid internal communities communities communities

Building a Collaborative Enterprise – Step 1 Customers   Voice of Customer  Customers (feedback)  Collaborative  Co‐creation & Concept  Enterprise Validation (ideation)   Peer‐to‐peer Support   Tribal Knowledge  (community‐generated,  community‐managed)  Employees  Consumers  Customer Ticket Resolution  Employees &  Collaborate in hybrid  Communities communities    Customer Care, Marketing, Sales   Participate in E2.0 efforts 

Building a Collaborative Enterprise – Step 2 Channels   Gain  and provide customer  insights from channels  Consumers  Buying behaviour  & Channels  Customer experience  Communities management loop  Partners & Suppliers   Customer Service   Customer Insights Exchange   Co‐design  Partners & Collaborative  Value Chain Collaboration  Suppliers Enterprise

The Collaborative Enterprise = Engagement    Collaborate around  and with Clients &  Consumers    Collaborate to   E2.0   Understand Jobs‐to‐ be‐Done    Co‐Create to meet  expectations    Act on Customer  Social Insights  CRM   Provide the expected  Customer Experience    Collaborate to  include value chain The Collaborative Enterprise

Collaboration to Meet Desired Outcomes Channels Communities And Consumers Partners & The Collaborative Customers Suppliers Enterprise Social Networks Employees

Remember When Doing This… Customers are More Connected to Each Other Than to Your Firm Customers are Following the Direction Provided by the Social Network Organizations are Following the Direction Provided by the Technology, Should Follow the Direction Provided by Their Strategy Convergence of SCRM and E2.0 Occurs in Communities

confused?!

How extending enterprise 2.0 beyond your internal world makes sense – and money Mark Tamis – Net-7 @MarkTamis http://marktamis.com Esteban Kolsky – thinkJar @ekolsky http://estebankolsky.com Una Nuova Era Di Coinvolgimento Del Cliente Tramite il Social CRM except where otherwise noted, this work is licensed under creative commons 3.0

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Enterprise 2.0 Conference Milano June 2010

by Mark Tamis

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