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Go With
             The Customer Flow




             Mark.Tamis@touchflows.com
Mark 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 Emperor's 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 Let's Put The Pieces Back Together
The result of a business is a satisfied customer – Peter Drucker
Jobs To Be Done and Desired Outcomes




                                        You Don't 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                                    Business
Strategy    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 response
to the customer’s
ownership of the conversation.”

- Paul Greenberg
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...
The Experience Continuum
Actionable Insights
Reduce Frictions In The Customer Flow
Everyone Impacts The Customer Flow
Breaking Down Silos
The Collaborative Enterprise
Best Buy




After 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

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Go WithThe Customer Flow