Socializing your CRM

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Presentation given at the Social Business Forum in Milan in early June 2013

Some slides are based on the approach taken by Causata

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Socializing your CRM

  1. 1. Socializing your CRM Mark Tamis Social Business Forum 2013
  2. 2. Customer relation management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.
  3. 3. CRM Software
  4. 4. Traditional Funnel
  5. 5. It’s a Journey
  6. 6. 1. Recognize opportunity/problem in context of a desired outcome 2. Research approaches to attain outcome 3. Consider enabler types (products, services) 4. Compare and price enablers 5. Negotiate and buy enabler(s) 6. Use enablers to produce outcomes 7. Deal with exceptions to expectations 8. Enjoy/regret outcome 9. [repeat] Source : CSRA http://s.shr.lc/111qIdr
  7. 7. Consumer Decision Journey
  8. 8. “The consumer mindset is transforming from a ‘market of me’ to ‘communities of we,’ which share common interests and tastes.. they are ultimately deciding – and Influencing others – on which retailers have earned their trust and will be rewarded with their patronage.”
  9. 9. 1. Recognize opportunity/problem in context of a desired outcome 2. Research approaches to attain outcome 3. Consider enabler types (products, services) 4. Compare and price enablers 5. Negotiate and buy enabler(s) 6. Use enablers to produce outcomes 7. Deal with exceptions to expectations 8. Enjoy/regret outcome 9. [repeat] Source : CSRA http://s.shr.lc/111qIdr
  10. 10. “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
  11. 11. Credit: Flickr winnifredxoxo How to Scale
  12. 12. Customer Journey Mapping
  13. 13. Touchpoints & Experience Map
  14. 14. From Personas to Patterns
  15. 15. Behaviours and Modeling
  16. 16. Message,Moment, Medium
  17. 17. Enabling Systems
  18. 18. Actionable Insights
  19. 19. Customer Events Tracking
  20. 20. Website Session Website Session Website Session CallCenter Question LoyaltyCard PromoEmail LoyaltyCard SignUp MajorProduct PurchaseinStore Store all the detail, in time order
  21. 21. filter customerjourneys time
  22. 22. filter customerjourneysalign relative timetime before after
  23. 23. Source: Feb 10, 2012 éwelcome to the Era of Digital Intelligence » Forrester Report Combine Sources
  24. 24. Machine Learning
  25. 25. Drill Down to Individual Profiles
  26. 26. Build models
  27. 27. Build models
  28. 28. Optimize for Business Outcomes
  29. 29. Conclusions
  30. 30. Conclusions • Map the Customer Journey • Capture Events at Touchpoints • Identity Association • Complete Profile Data in CRM System • Build Models and A/B Testing • Enhance Touchpoints • Optimize for Business Outcomes

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