CRM 2.0 - What's New Here

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This presentation takes a look at the new CRM. It details the previous thinking behind CRM strategy and what is new based on today's social customer environment.

This presentation takes a look at the new CRM. It details the previous thinking behind CRM strategy and what is new based on today's social customer environment.

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  • 1. CRM 2.0 Series mikemoir.com CRM 2.0 What’s new here? @mikemoir From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting
  • 2. CRM 2.0 Series mikemoir.com Copyright © 2010 Mike Moir Consulting
  • 3. CRM 2.0 Series mikemoir.com Customer in charge? Channels are fragmented? Changes every day? We think this brings new opportunities. Finally dealing with the whole and true customer. Copyright © 2010 Mike Moir Consulting
  • 4. CRM 2.0 Series mikemoir.com CRM - Defined CRM 1.0 Manage your customers in ways that acquired and retained them. Typically involved providing efficiencies in operations in the areas of marketing, sales and customer support. CRM 2.0 A business philosophy and strategy, supported by technology, business rules, 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. Copyright © 2010 Mike Moir Consulting
  • 5. CRM 2.0 Series mikemoir.com CRM 2.0 – The Shift •  Social change effects all businesses •  Customers are fundamentally changing the dynamics of the marketplace •  Customers are empowered to interact with brands, peers and other customers. •  Customers dictate how they will purchase and consume – where, when, how much, and through which channels. •  They populate social networks, composed of people they trust and and can influence. •  They are now a key channel for marketing, feedback, support, innovation and sales influence. •  These new customers want Content, Connection, Creativity, Collaboration, Context and Communications. •  It’s not just the customer, it’s also the increasing importance of “Customer Eco-systems” Copyright © 2010 Mike Moir Consulting
  • 6. CRM 2.0 Series mikemoir.com CRM Distinctions Traditional CRM Social CRM Designed to improve interactions with business Designed to engage customer in collaborative interaction for mutually beneficial result Focus on “managing” the customer and Company to Focus on relationships by “engaging” in a more transparent Customer relationship. and trusted environment. Company sees to lead and shape opinions about Customer is seen as part of the beginning in the development product and services. of products and services. Harness voice of the customer, vs “corporate calculations” Marketing focused on processes that target specific Marketing focused on building relationships by engaging and corporate messages. observing and then directing conversations and activities accordingly. Insights gained from 360 view of customer activity with Insights gained from broader set of available information company. including social presence. Target & Transact with Customers Engage Customer in their “Ecosystems” & Communities Tools automate business processes Tools must integrates into apps/services and data feed. Mostly uni-directional programs All programs are bi-directional Data & Process Driven Date, Process, Content & Conversation Driven Business Markets, Sells and Services products and New model is based on constant improvement to products/ Copyright ©2006-2010 Core·Continuum services to customer. services in a co-collaboration feedback loop.
  • 7. CRM 2.0 Series mikemoir.com CRM 2.0 – Many Benefits Sales Teams can now be equipped with significantly more relevant information about their customers through an integrated view of their customers online conversations combined with digital analytics (website, search, mobile, email etc) and existing CRM activity history. Marketing Teams can now meet prospects at their point of need, connecting much earlier in the buying process with real-time listening and monitoring of online conversations. Marketers can also gain a greater insight into the behavior, sentiment and effectiveness of their marketing and communication efforts which in turn can help them define and refine their creative, messages and channels. Customer Service Teams are now empowered to provide a memorable service by proactively responding to customers on the customers terms, equipped with an integrated view of their entire interaction, engagement and conversation history. Product Development Teams can engage and collaborate directly with customers throughout the development phases from the simple generation of ideas through to design, prototyping and testing which can build significant advocacy and positive word of mouth. Companies like Dell actually encourage, facilitate and solicit new product ideas directly from their customers and ask other customers to rate these ideas. Copyright © 2010 Mike Moir Consulting
  • 8. CRM 2.0 Series mikemoir.com CRM 2.0 - Tenants & Principles •  Compliments existing CRM processes •  Customer owns the conversation, not the company •  Requires Trust, Transparency, Openness •  Listening and learn before engaging •  Customer as co-collaborator •  Build Conversations into Collaborative Mutually Beneficial Experiences •  Companies should have the right internal mindset first •  Provides truer insight into your customers •  Measure and implement based on business goals & value Copyright © 2010 Mike Moir Consulting
  • 9. CRM 2.0 Series mikemoir.com CRM 2.0 - Tenants & Principles •  Compliments existing CRM processes •  Customer owns the conversation, not the company •  Requires Trust, Transparency, Openness •  Listening and learn before engaging •  Customer as co-collaborator •  Build Conversations into Collaborative Mutually Beneficial Experiences •  Companies should have the right internal mindset first •  Provides truer insight into your customers •  Measure and implement based on business goals & value Copyright © 2010 Mike Moir Consulting
  • 10. CRM 2.0 Series mikemoir.com 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. www.mikemoir.com Copyright © 2010 Mike Moir Consulting