CRM 2.0 - Frameworks for Program Strategy


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This presentation reviews several overarching frameworks for guiding CRM strategy and planning efforts. It provides a starting point for many aspects of a holistic CRM approach.

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CRM 2.0 - Frameworks for Program Strategy

  1. 1. CRM 2.0 Series CRM 2.0 Frameworks for Program Strategy @mikemoir From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting
  2. 2. CRM 2.0 Series Copyright © 2010 Mike Moir Consulting
  3. 3. CRM 2.0 - Context Diagram Customer Ecosystem Existing & Affinity Segments - Prospects – Customers – Advocates – Influencers – Partners – Competitors - Detractors Company Led Social Media Facebook Myspace Twitter Linkedin Communities Forums Social Sites Principles Social Web Trust Authenticity Reputation Rules of Engagement Wisdom of Crowds Collaboration Peer Support Content Creation Business Social Face-to- Organizational POS Mobile Email Website Partners Channels Media Face Tenants Customer Socially Socially Socially Socially Centricity Social CRM Capabilities Enabled Enabled Enabled Enabled Trust, Authenticity & Transparency Traditional Marketing Sales Service Product Listen, Engage, CRM Respond & Close Loop Coordinated Incentives & Rapid Responses People Skills Culture Knowledge Collaboration Alignment & Agility
  4. 4. Customer-Centric Analysis Copyright © 2010 Mike Moir Consulting
  5. 5. CRM 2.0 Series Sales 2.0 What’s New Approach •  Selling through Experience and Relationship •  Leverage your online reputation •  Customers and Advocates are new channel Customer Needs •  Convenience •  To be known by business (personalization) •  To be involved in the process (not sold to) Lead Generation •  Use social media monitoring tools to identify leads and watering holes on web. •  Participate as expert in online discussions. •  Comment on blogs •  Use Twitter and build a following •  Create a social network group or area of practice. WOM •  Enhanced ability for consumers to exchange ideas about brands through social networks like Facebook and MySpace and consumer-generated media like blogs. Sales Insights •  Better sales intelligence using social data •  Gain deeper insights into competitor landscape Copyright © 2010 Mike Moir Consulting
  6. 6. CRM 2.0 Series Marketing 2.0 What’s New Marketing Message •  Shift from product/company specific marketing messages to customer-centric campaign themes. Amplify Traditional •  Integrate social media/engagement tactics with other marketing tactics / media buys to enhance value of spend. Marketing with Social Engagement Marketing • Traditional marketing funnel is changing to an Engagement Continuum. For example, consumers snack on content at many touchpoints and then research using social media (blogs, peer reviews) to make purchase decisions. Traditional media campaign stimulate consumers and brands need to engage with these conversations during and after campaigns (conversational marketing). WOM & Social Media •  WOM Marketing shits from testing to integrated component in the marketing mix. Social media marketing and consumer behavior changes have reignited the WOM discipline. More Consumer Channels •  Traditional marketing programs effectiveness is declining due to channel proliferation, audience fragmentation, advertising fatigue and younger audience attitudes towards advertising. Follow your customers •  Listen and Engage with customers where they reside (Social Networks, Blogs etc..). Copyright © 2010 Mike Moir Consulting
  7. 7. CRM 2.0 Series Marketing Execution Cycle 1. Business 3. Content 4. Customer Touchpoint Website 2. Content Creation Goals and Presentation and Interactions and Management Objectives Transaction Customer Needs Email Processing •  Content Creation •  Information Awareness •  Engagement Marketing •  Content Management •  Ad Serving •  Awareness Online Ads • Product Creation •  Access •  Content Authoring •  Web Presentation • Product Branding • Product Launch Search •  Meta Tagging •  Email Presentation • Information Consideration • Campaign •  Asset Management • Education •  ECommerce Execution • Consumer Social •  Social Programs • Purchase Research • Promotion • Decision tools Purchase • Recommendations • Buy Flow Sales • Fulfillment • New Sales • Repeat Sales 6. Data Analysis and 5. Data Collection • Usage Question • Channel Usage Website Information Reporting Storage, and • Event Sales • Community • Data Reporting Access Support •  Automated Online Ads •  Data Harvesting • Returns •  Ad Hoc • General Info • Product Support •  Data Storage Support • Usage Question • Data Analysis • Account Support • Billing Issues Email •  OLAP •  Data Aggregation • Product Information •  Datamining • Loyalty Programs Search •  Content/Usage Extension Operations •  Optimization Analysis • Fulfillment Offline Mkt. • Scenario and Interaction Planning Copyright © 2010 Mike Moir Consulting
  8. 8. CRM 2.0 Series Service 2.0 What’s New Approach •  Goals are to minimize problems, retain customers, improve satisfaction, generate revenue from base and deliver “Legendary “ customer service. •  Have the “right answer - the first time”. •  Cannot have a disconnect between the marketing message and the product expectation. •  Some say “Customer Service is the new marketing”. Customer Needs •  Has Multichannel Preferences •  Prefers self-service •  Only wants to be sold to when it’s appropriate. •  Customer Service needs to respond to the new “Social Customer” Listen, Tune-In, Respond •  Go where your customers are •  Proactively listen and respond accordingly •  Develop customer service capabilities on these social sites (Twitter is very popular) Use Feedback Systems •  Implement a feedback platform for your customers •  Harness valuable insights back to your product, marketing and other teams. •  Consider a SaaS feedback system (UserVoice, GetSatisfaction) Community-based Support •  Customers are willing to help each other •  Encourage this peer support interaction through forums, wikis, acknowledgement etc.. Copyright © 2010 Mike Moir Consulting
  9. 9. CRM 2.0 Series Product Innovation 2.0 What’s New Approach •  Rapid product innovation requires harnessing and foster ideas, features and fixes from customers and the greater web. •  Greater role for the customer in the product feedback loop. •  “Catching Innovations trends right under your nose” Market Insights •  Market trends analysis : read content related to industry and concept •  Benchmarking : read user reviews and content published about competition •  Competition analysis : read user reviews and content published about competition •  Surveys : share surveys and/or find participants via blogs, social networks and microbogging Crowdsourced R&D •  User ideas generation : read blogs where users share ideas about the possible evolutions of your product. Co-Creation •  Leverage your own focused community to develop ideas and concepts from stakeholders.. Product Testing •  User testing : test some functionalities with one panel of users and recruit and/or share via the social media •  Beta : launch a private version of the product and recruit/share via the social media Product Launch •  Communication : use social media and the power of crowds to talk about the launch of your product •  User engagement : use social networks to invite new users and engage a viral effect •  Users feedbacks : use the social media to learn about how your users appreciate your product. Can be surveys or simply reading posts. Copyright © 2010 Mike Moir Consulting
  10. 10. CRM 2.0 Series Key Strategy: CRM Roadmap The first step to developing a roadmap is anchoring the program on core business strategy and ultimately aligning initiatives to these goals. Vision Goals Roadmap Projects CRM Vision Objectives / Goals Roadmap Initiatives ( Linkages ) Outputs   Derived/Aligned to core   Customer-Focused Objectives   Establish Planning Themes/   Identify/Prioritize Projects business Strategy   Internal-Focused Objectives Stages   Projects Are Build / Enhance / Maintain   Customer Relationship   Identify Business Case & Success   Define Capabilities Required   Alignment To Existing Initiatives Philosophy Metrics   Prioritize Capabilities   Identify Risks & Challenges Project 1 Processes CRM Vision Objectives / Project 2 Goals Functionality Project 3 Information Project 4 Technology Project 5 Organization Project 6 Project 7 Project 8
  11. 11. CRM 2.0 Series Align Objectives to Guide Program Actions Next, we align objectives over time, and also break them down by people, process and technology areas. Objectives Short Term Mid Term Longer Term People Process Technology Copyright © 2010 Mike Moir Consulting
  12. 12. CRM 2.0 Series CRM Planning Roadmap
  13. 13. CRM 2.0 Series Key Strategy: Seeing your business through your customer’s eyes Creating customer scenarios will help you streamline customer-facing business processes from the customer’s perspective. Often called, “Customer Experience Management”, this program seeks to optimize experience across all touchpoints. Developing Customer Scenarios Steps Description 1. Select Customer Target Define user type(s) and characteristics. 2. Define Customer’s Goal(s) Select the goal the customer needs to fulfill. 3. Establish Specific Situation(s) Envision a situation for customer, and a context that they are in. 4. Detail the customer steps Think through the individual activities and interactions the customer would perform and the information that is needed at every step. 5. Map how your business supports What does your company do to support these activities. How can your company better support these needs. Think through technologies, people, processes. Map measurements to touchpoints. Copyright © 2010 Mike Moir Consulting
  14. 14. Customer Type Product/Service Scenario Customer Lifecycle Customer Awareness Interested Registered Engagement Loyalty Advocate Stages Needs •  Need 1 •  Need 1 •  Need 1 •  Need 1 •  Need 1 •  Need 1 •  Need 2 •  Need 2 •  Need 2 •  Need 2 •  Need 2 •  Need 2 •  Need 3 •  Need 3 •  Need 3 •  Need 3 •  Need 3 •  Need 3 Touchpoints •  Touchpoint 1 •  Touchpoint 1 •  Touchpoint 1 •  Touchpoint 1 •  Touchpoint 1 •  Touchpoint 1 •  Touchpoint 2 •  Touchpoint 2 •  Touchpoint 2 •  Touchpoint 2 •  Touchpoint 2 •  Touchpoint 2 •  Touchpoint 3 •  Touchpoint 3 •  Touchpoint 3 •  Touchpoint 3 •  Touchpoint 3 •  Touchpoint 3 Measurements Acquisition Engagement Loyalty •  Metric 1 •  Metric 1 •  Metric 1 •  Metric 1 •  Metric 1 •  Metric 1 •  Metric 2 •  Metric 2 •  Metric 2 •  Metric 2 •  Metric 2 •  Metric 2 •  Metric 3 •  Metric 3 •  Metric 3 •  Metric 3 •  Metric 3 •  Metric 3
  15. 15. CRM 2.0 Series Key Strategy: Synchronize Everything Companies have struggled with the “One Company” goal due to many forces. A new competency around “Synchronizing” can have major impact on operational efficiencies. Synchronization Dimensions Offerings Technology Organization Objective Provide unified, flexible face Create IT architecture that Be responsive to customers to customers bridges organization silos. while maintaining product and functional excellence. Key Enablers •  Decouple siloed product •  Decouple customer-facing •  Decouple customer expertise offerings applications with backend from product and functional •  Integrate customer and system constraints expertises. product databases •  Tiered architecture where •  Align product units as •  Gain deep contextual middle tier coordinates/ suppliers to customer-facing understanding of customer integrates teams. activities Outcome Alignment with customer Integrated and flexible due to Establish both a customer- activities modular approach centric and product-centric company Copyright © 2010 Mike Moir Consulting
  16. 16. CRM 2.0 Series Key Strategy: Customer Co-Creation Co-creation is the practice of product or service development that is collaboratively executed by developers and stakeholders together". Tactics Encourage Active Dialogue Develop interactive capabilities to interact with your customers. Begin building people, processes and systems to engage them in these dialogues as equals. Learn from them. Bring together partners and establish Guide, support and capture co-created ideas through a collaboration platform collaborative and open methodology. Mobilizing Customer Communities Customers are forming niche communities that have a powerful influence on the market. Find ways to engage, participate, and empower these users that works on their terms. Co-Creating Personalized No longer are customers just buying a product, they are now Experiences buying a product that has customer experiences around it. This is particularly relevant in entertainment type offerings. Create offerings that allow customer to become a co-creator and personalize online experiences. Copyright © 2010 Mike Moir Consulting
  17. 17. CRM 2.0 Series Key Strategy: Empowering the Frontline Companies seeking competitive advantage are realizing the front-line customer facing employees have an increasingly important role in the new customer centric organization. Below are five different paths to driving this motivation from front-line workers. 5 different paths to high performing front-line workers Motivation Force Employee Commitment Organizations 1. Mission, Values, Pride Mutual Trust, Collective Pride, Values, Proud 3M, Marines, New Self-Discipline York City Ballet 2. Process, Metrics Transparent, Clear Tracking They what is expected, how Toyota, Microsoft of Results its measured, why it matters 3. Entrepreneurial Path Personal Freedom, They are in control of their BMC Software, Opportunity for High Earnings, own decisions. Google Risk 4. Individual Achievement Path Intense respect for individual Recognition. Perot Systems achievement. 5. Reward & Celebration Path Recognition and celebration Have fun in a supportive and Mary Kay, of organization interactive environment. Tupperware accomplishments. Copyright © 2010 Mike Moir Consulting
  18. 18. CRM 2.0 Series Key Strategy: CRM Program Measurement Performance driven CRM programs require a commitment to continuous improvement and also the ability to measure and take action using program KPIs. Balanced Performance Dashboard Area KPI Common Metrics Recall, Impressions, Brand Equity, Sentiment Customer Awareness Satisfaction, Net Promoter Score Customer Satisfaction Marketing KPIs (conversion, CPx ..) Churn Marketing Effectiveness LTV Referrals Retention Defection Patterns Loyalty Number of campaigns Marketing Campaign Metrics (Impressions, New customer retention rates Visitors, Conversions), Number of responses by campaign Number of purchases by campaign Engagement, Referrals Revenue generated by campaign Cost per interaction by campaign Number of new customers acquired by campaign Customer retention rate Number of new leads by product Copyright © 2010 Mike Moir Consulting
  19. 19. CRM 2.0 Series Key Strategy: CRM Program Measurement Balanced Performance Dashboard (cont) Area KPI Common Metrics Number of prospects Sales Prospects Number of new customers Customers Number of retained customers Number of open opportunities Sales Close rate Number of sales calls Competitive Number of sales call per opportunity Amount of new revenue Amount of recurring revenue Time to close by channel Sales stage duration Sales cycle duration Number of sales calls made Number of proposals given Competitive knockouts Cases closed same day Service Calls, Number of cases handled by agent SLA Number of service calls Average number of service requests by type Time to Resolution Average time to resolution Average number of service calls per day Satisfaction Percentage compliance with service-level agreement Percentage of service renewals Customer satisfaction level Complaint time-to-resolution Propensity for customer defection Organizational Efficiency Metrics Organizational Structure & People Financial Metrics Cost Effectiveness Process/Productivity/Quality Metrics IT Metrics Process & Delivery Channels Infrastructure and Enabling Support
  20. 20. CRM 2.0 Series This presentation was brought to you by Mike Moir. I help companies develop programs and design online experiences to build successful relationships with their audiences. I am a marketing strategist, web product manager and social media professional. If you would like more information please contact me. Copyright © 2010 Mike Moir Consulting