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.

1. Go With
The Customer Flow
Mark.Tamis@touchflows.com
Mark Tamis http://marktamis.com
@MarkTamis #scrm #socbiz #e20

2. A Communications Revolution

3. Social Media – Anytime, Anywhere, Anybody

4. The Balance Has Shifted

5. Exposing customers to messages no longer works

6. You No Longer Control Your Brand

7. Conversation Prism

8. Snowball Souvenir

9. Luckily You Exist !

10. Real Engagement ?

11. Social Media Ivory Tower

12. Shiny Object Syndrome

13. if all you have is a hammer, everything looks like a nail

14. Only 1 % of customer
interactions go thru
Social Media

15. The Emperor's New Clothes

16. Perception Gap

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

18. Now Let's Put The Pieces Back Together

19. The result of a business is a satisfied customer – Peter Drucker

20. Jobs To Be Done and Desired Outcomes
You Don't Want
a Drill,
You Want
a Hole in the Wall

21. The End of the Sales Funnel

22. The End of the Funnel Is Not The End

23. McKinsey Consumer Decision Journey

24. Right Person, Right Touchpoint, Right Interaction

25. Cross-Touchpoint Experience Management

26. Customer segmentation and service differentation

27. Customer Journey Mapping

28. Touchpoints and Experiences Map

29. Needs, Opportunities and Outcomes
Andy Green

30. Value Network Mapping

31. Capabilities and Collaboration
Feedback & analysis
Capabilities Service Customer &
Business Business &
Vision & Customer Business
Strategy Intelligence Outcomes
Value Portfolio
Proposition

32. Enabling Systems

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...

35. The Experience Continuum

36. Actionable Insights

37. Reduce Frictions In The Customer Flow

38. Everyone Impacts The Customer Flow

39. Breaking Down Silos

40. The Collaborative Enterprise

41. Best Buy
After 3 months: 2,200 employees / 13,000 questions / 29,000 followers
100 - 125 questions per day

42. You Are Not Alone

43. From Campaign
To Continuity
From Fear of Change
To Value Co-creation

44. Customer and Business Value Co-creation
Desired Outcomes for Customer and Business

45. Go With The Customer Flow