Go WithThe Customer Flow
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Go WithThe Customer Flow

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Presentation at the Selfservice Company UG on March 15, 2012

Presentation at the Selfservice Company UG on March 15, 2012

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Go WithThe Customer Flow Go WithThe Customer Flow Presentation Transcript

  • Go With The Customer Flow Mark.Tamis@touchflows.comMark Tamis http://marktamis.com @MarkTamis #scrm #socbiz #e20
  • A Communications Revolution
  • Social Media – Anytime, Anywhere, Anybody
  • The Balance Has Shifted
  • Exposing customers to messages no longer works
  • You No Longer Control Your Brand
  • Conversation Prism
  • Snowball Souvenir
  • Luckily You Exist !
  • Real Engagement ?
  • Social Media Ivory Tower
  • Shiny Object Syndrome
  • if all you have is a hammer, everything looks like a nail
  • Only 1 % of customer interactions go thru Social Media
  • The Emperors New Clothes
  • Perception Gap
  • Nobody cares about your products, people care about their problems.Customers do not want a relationship with your business,they want the benefits a relationship can offer to them’‘.- David Meerman Scott An SMS is read within 3 minutes of sending 63% of 18-22 yo consumers prefer telephone to online customer service
  • Now Lets Put The Pieces Back Together
  • The result of a business is a satisfied customer – Peter Drucker
  • Jobs To Be Done and Desired Outcomes You Dont Want a Drill, You Want a Hole in the Wall
  • The End of the Sales Funnel
  • The End of the Funnel Is Not The End
  • McKinsey Consumer Decision Journey
  • Right Person, Right Touchpoint, Right Interaction
  • Cross-Touchpoint Experience Management
  • Customer segmentation and service differentation
  • Customer Journey Mapping
  • Touchpoints and Experiences Map
  • Needs, Opportunities and Outcomes Andy Green
  • Value Network Mapping
  • Capabilities and Collaboration Feedback & analysis Capabilities Service Customer &Business Business &Vision & Customer BusinessStrategy Intelligence Outcomes Value Portfolio Proposition
  • Enabling Systems
  • “CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.It’s the company’s responseto the customer’sownership of the conversation.”- Paul Greenberg
  • Listening holisticallyComplete with Call center, Social Media, Sentiment analysis,Market Research, In-store, Events, Analytics (behavioural)Observation, Transactional and historic, 3rd-party & C2C data...
  • The Experience Continuum
  • Actionable Insights
  • Reduce Frictions In The Customer Flow
  • Everyone Impacts The Customer Flow
  • Breaking Down Silos
  • The Collaborative Enterprise
  • Best BuyAfter 3 months: 2,200 employees / 13,000 questions / 29,000 followers 100 - 125 questions per day
  • You Are Not Alone
  • From Campaign To Continuity From Fear of Change To Value Co-creation
  • Customer and Business Value Co-creation Desired Outcomes for Customer and Business
  • Go With The Customer Flow