This document discusses how businesses need to shift their focus from pushing messages to customers to engaging in conversations and going with the customer flow. It emphasizes understanding customers' needs and problems rather than just selling products. Companies need to map customer journeys, touchpoints, and experiences across channels and bring together different parts of the organization to collaboratively serve customers. The goal is to continuously co-create value with customers by understanding their desired outcomes.
17. 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
31. Capabilities and Collaboration
Feedback & analysis
Capabilities Service Customer &
Business Business &
Vision & Customer Business
Strategy Intelligence Outcomes
Value Portfolio
Proposition
33. “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 response
to the customer’s
ownership of the conversation.”
- Paul Greenberg
34. Listening holistically
Complete with Call center, Social Media, Sentiment analysis,
Market Research, In-store, Events, Analytics (behavioural)
Observation, Transactional and historic, 3rd-party & C2C data...