The future of crm - the next generation
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The future of crm - the next generation

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CRM philosophy and technology has achieved its main goals of capturing and sharing customer information. The next evolution will bring us customer behavior insights from the shaping forces of......

CRM philosophy and technology has achieved its main goals of capturing and sharing customer information. The next evolution will bring us customer behavior insights from the shaping forces of social media, cloud and mobile.

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  • 1. THE FUTURE OF CRM BY MARCO SEABRA | August 8, 2012Wednesday, August 8, 12
  • 2. TODAY’S AGENDAWednesday, August 8, 12
  • 3. TODAY’S AGENDA The ProblemsWednesday, August 8, 12
  • 4. TODAY’S AGENDA The Problems The CausesWednesday, August 8, 12
  • 5. TODAY’S AGENDA The Problems The Causes The SolutionsWednesday, August 8, 12
  • 6. TODAY’S AGENDA The Problems The Causes The Solutions The Results - CRM Current StateWednesday, August 8, 12
  • 7. TODAY’S AGENDA The Problems The Causes The Solutions The Results - CRM Current State The 3 Forces Shaping CRM TodayWednesday, August 8, 12
  • 8. TODAY’S AGENDA The Problems The Causes The Solutions The Results - CRM Current State The 3 Forces Shaping CRM Today CRM Evolution - The Next CRM GenerationWednesday, August 8, 12
  • 9. TODAY’S AGENDA The Problems The Causes The Solutions The Results - CRM Current State The 3 Forces Shaping CRM Today CRM Evolution - The Next CRM Generation SummaryWednesday, August 8, 12
  • 10. THE PROBLEMWednesday, August 8, 12
  • 11. THE PROBLEM SALES AWednesday, August 8, 12
  • 12. THE PROBLEM SALES MARKETING A AWednesday, August 8, 12
  • 13. THE PROBLEM SALES MARKETING FIELD A A AWednesday, August 8, 12
  • 14. THE PROBLEM SALES MARKETING FIELD CUST SVC A A A AWednesday, August 8, 12
  • 15. THE PROBLEM SALES MARKETING FIELD CUST SVC A A A A b TEXTING n + E-MAIL w . SNAIL MAIL CELL P2PWednesday, August 8, 12
  • 16. THE PROBLEM SALES MARKETING FIELD CUST SVC A A A A b TEXTING n + E-MAIL w . SNAIL MAIL CELL P2P ACCOUNTWednesday, August 8, 12
  • 17. THE PROBLEM SALES MARKETING FIELD CUST SVC A A A A b TEXTING n + E-MAIL w . SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 CUSTOMER 2 CUSTOMER 3 A A AWednesday, August 8, 12
  • 18. THE PROBLEM SALES MARKETING FIELD CUST SVC A A A A b TEXTING n + E-MAIL w 2 SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 CUSTOMER 2 CUSTOMER 3 A A AWednesday, August 8, 12
  • 19. THE PROBLEM SALES FIELD CUST SVC A A A b TEXTING n + E-MAIL w 2 SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 CUSTOMER 2 CUSTOMER 3 A A AWednesday, August 8, 12
  • 20. THE PROBLEM SALES CUST SVC A A b TEXTING n + E-MAIL w 2 SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 CUSTOMER 2 CUSTOMER 3 A A AWednesday, August 8, 12
  • 21. THE PROBLEM SALES CUST SVC A A b TEXTING n + E-MAIL w 2 SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 CUSTOMER 2 A AWednesday, August 8, 12
  • 22. THE PROBLEM SALES CUST SVC A A b TEXTING n + E-MAIL w 2 SNAIL MAIL CELL P2P ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 23. THE PROBLEM SALES CUST SVC A A w b TEXTING n + E-MAIL 2 SNAIL MAIL P2P CELL ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 24. THE PROBLEM SALES CUST SVC A A w n + E-MAIL 2 SNAIL MAIL P2P CELL ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 25. THE PROBLEM SALES CUST SVC A A w n 2 SNAIL MAIL P2P CELL ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 26. THE PROBLEM SALES CUST SVC A A w n P2P CELL ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 27. THE PROBLEM SALES CUST SVC A A w P2P n CELL ACCOUNT CUSTOMER 1 AWednesday, August 8, 12
  • 28. SIMPLE CONVERSATIONWednesday, August 8, 12
  • 29. SIMPLE CONVERSATION CUSTOMER 1 AWednesday, August 8, 12
  • 30. SIMPLE CONVERSATION CUST SVC n A CELL CUSTOMER 1 AWednesday, August 8, 12
  • 31. SIMPLE CONVERSATION CUST SVC n A CELL 8:00 AM CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN AWednesday, August 8, 12
  • 32. SIMPLE CONVERSATION CUST SVC n A CELL 8:00 AM SORRY, WE’LL TAKE CARE OF IT 8:00 AM CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN AWednesday, August 8, 12
  • 33. SIMPLE CONVERSATION SALES CUST SVC A w P2P n A CELL 8:00 AM SORRY, WE’LL TAKE CARE OF IT 8:00 AM CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN AWednesday, August 8, 12
  • 34. SIMPLE CONVERSATION SALES CUST SVC A w P2P n A CELL 8:00 AM 8:30 AM SORRY, WE’LL TAKE CARE OF IT HI JOE, HOW IS EVERYTHING? 8:00 AM CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN AWednesday, August 8, 12
  • 35. SIMPLE CONVERSATION SALES CUST SVC A w P2P n A CELL 8:00 AM 8:30 AM SORRY, WE’LL TAKE CARE OF IT HI JOE, HOW IS EVERYTHING? 8:30 AM LET ME TELL YOU BOB! 8:00 AM CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN AWednesday, August 8, 12
  • 36. THE CAUSEWednesday, August 8, 12
  • 37. THE CAUSE SALES AWednesday, August 8, 12
  • 38. THE CAUSE SALES CUST SVC A AWednesday, August 8, 12
  • 39. THE CAUSE SALES CUST SVC OPERATIONS A A AWednesday, August 8, 12
  • 40. THE CAUSE SALES CUST SVC OPERATIONS A A A : 4Wednesday, August 8, 12
  • 41. THE CAUSE SALES CUST SVC OPERATIONS A A A : 4Wednesday, August 8, 12
  • 42. THE CAUSE SALES CUST SVC OPERATIONS A A A : : 4 4Wednesday, August 8, 12
  • 43. THE CAUSE SALES CUST SVC OPERATIONS A A A : : 4 4Wednesday, August 8, 12
  • 44. THE CAUSE SALES CUST SVC OPERATIONS A A A : : : 4 4 4Wednesday, August 8, 12
  • 45. THE SOLUTION SALES CUST SVC OPERATIONS A A A : : : 4 4 4Wednesday, August 8, 12
  • 46. THE SOLUTION SALES CUST SVC OPERATIONS A A A : : : 4 4 4Wednesday, August 8, 12
  • 47. THE SOLUTION SALES CUST SVC OPERATIONS A A A : : : 4 4 4Wednesday, August 8, 12
  • 48. THE SOLUTION SALES CUST SVC OPERATIONS A A A : : : 4 4 4 CRM - CAPTURE + SHAREWednesday, August 8, 12
  • 49. THE RESULTS 8 Data Capturing Information Sharing Data Centralization Workflow Automation Did CRM Succeed? Lead to Cost Reduction Transactional SpeedWednesday, August 8, 12
  • 50. THE RESULTS Did CRM Succeed? CRM Failure Rates Discussions about failed CRM projects often begin with statistics describing failure rates. . • 2001 Gartner Group: 50% • 2002 Butler Group: 70% • 2002 Selling Power, CSO Forum: 69.3% • 2005 AMR Research: 18% • 2006 AMR Research: 31% • 2007 AMR Research: 29% • 2007 Economist Intelligence Unit: 56% • 2009 Forrester Research: 47%Wednesday, August 8, 12
  • 51. THE RESULTS Most Common Reason for less than stellar CRM Successful ImplementationsWednesday, August 8, 12
  • 52. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl AWednesday, August 8, 12
  • 53. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl A MANAGER AWednesday, August 8, 12
  • 54. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl A MANAGER A DOER AWednesday, August 8, 12
  • 55. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM A MANAGER A DOER AWednesday, August 8, 12
  • 56. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A MANAGER A DOER AWednesday, August 8, 12
  • 57. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time MANAGER A DOER AWednesday, August 8, 12
  • 58. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time • Disregard for importance of User Adoption MANAGER A DOER AWednesday, August 8, 12
  • 59. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time • Disregard for importance of User Adoption MANAGER • Long lead time due to uncontrolled processes A DOER AWednesday, August 8, 12
  • 60. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time • Disregard for importance of User Adoption MANAGER • Long lead time due to uncontrolled processes A • Lack of orchestration with other process owners DOER AWednesday, August 8, 12
  • 61. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time • Disregard for importance of User Adoption MANAGER • Long lead time due to uncontrolled processes A • Lack of orchestration with other process owners DOER • Driven by compliance not need AWednesday, August 8, 12
  • 62. THE RESULTS Most Common Reason for less than stellar CRM Successful Implementations C-LEVEl • Wrong reason to implement CRM • Lack of belief & support for project A • Lack of Resources - People, Money, Time • Disregard for importance of User Adoption MANAGER • Long lead time due to uncontrolled processes A • Lack of orchestration with other process owners DOER • Driven by compliance not need A • Lack of involvement in the planning stageWednesday, August 8, 12
  • 63. THE RESULTS Did CRM Meet your Expectations? Enterprise Mid Market Forrester Survey 2009 50 47 44 38 37.5 28 25 22 16 12.5 3 2 0 0 0 Agree Neither DisagreeWednesday, August 8, 12
  • 64. THE RESULTS CRM 1.0 Success = Capturing and Distributing Data CRM 2.0 • Success will be measured by how well we can LEARN, DEVELOP, SELL and REFINE new products and services • Insight not InformationWednesday, August 8, 12
  • 65. 3 FORCES SHAPING CRM TODAY  n  CLOUD MOBILE SOCIALWednesday, August 8, 12
  • 66.  CLOUDWednesday, August 8, 12
  • 67.  FROM CLOUD TOWednesday, August 8, 12
  • 68.  FROM CLOUD TO On-Premise The CloudWednesday, August 8, 12
  • 69.  FROM CLOUD TO On-Premise The Cloud Cap Ex Cash FlowWednesday, August 8, 12
  • 70.  FROM CLOUD TO On-Premise The Cloud Cap Ex Cash Flow Infrastructure Scaling Planning PlanningWednesday, August 8, 12
  • 71. n MOBILE FROM TOWednesday, August 8, 12
  • 72. n MOBILE FROM TO Desktop MobileWednesday, August 8, 12
  • 73. n MOBILE FROM TO Desktop Mobile Complete Apps SolutionsWednesday, August 8, 12
  • 74. n MOBILE FROM TO Desktop Mobile Complete Apps Solutions Finding/ Filing/Sharing Identifying Information Relevant IntentWednesday, August 8, 12
  • 75.  SOCIAL FROM TOWednesday, August 8, 12
  • 76.  SOCIAL FROM TO Intent/Behavior Data Capture LearningWednesday, August 8, 12
  • 77.  SOCIAL FROM TO Intent/Behavior Data Capture Learning Individual Collective Knowledge KnowledgeWednesday, August 8, 12
  • 78.  SOCIAL FROM TO Intent/Behavior Data Capture Learning Individual Collective Knowledge Knowledge Transactional Engagement Systems SystemsWednesday, August 8, 12
  • 79. CRM 2.0 - NEXT STEPSWednesday, August 8, 12
  • 80. CRM 2.0 - NEXT STEPS Systematize The Innovation ProcessWednesday, August 8, 12
  • 81. CRM 2.0 - NEXT STEPS Systematize The Innovation Process LEARNWednesday, August 8, 12
  • 82. CRM 2.0 - NEXT STEPS Systematize The Innovation Process LEARN DEVELOPWednesday, August 8, 12
  • 83. CRM 2.0 - NEXT STEPS Systematize The Innovation Process LEARN DEVELOP SELLWednesday, August 8, 12
  • 84. CRM 2.0 - NEXT STEPS Systematize The Innovation Process LEARN DEVELOP SELL SUPPORTWednesday, August 8, 12
  • 85. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY NON-CUSTOMERS LEARN DEVELOP SELL SUPPORTWednesday, August 8, 12
  • 86. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY INTERNALLY NON-CUSTOMERS CUSTOMERS LEARN DEVELOP SELL SUPPORTWednesday, August 8, 12
  • 87. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY INTERNALLY NON-CUSTOMERS CUSTOMERS LEARN Identify New Patterns that.... DEVELOP SELL SUPPORTWednesday, August 8, 12
  • 88. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY INTERNALLY NON-CUSTOMERS CUSTOMERS LEARN Identify New Patterns that.... DEVELOP Can be developed and piloted into new products and services that... SELL SUPPORTWednesday, August 8, 12
  • 89. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY INTERNALLY NON-CUSTOMERS CUSTOMERS LEARN Identify New Patterns that.... DEVELOP Can be developed and piloted into new products and services that... SELL Will be sold by teams, not individuals SUPPORTWednesday, August 8, 12
  • 90. CRM 2.0 - NEXT STEPS Systematize The Innovation Process EXTERNALLY INTERNALLY NON-CUSTOMERS CUSTOMERS LEARN Identify New Patterns that.... DEVELOP Can be developed and piloted into new products and services that... SELL Will be sold by teams, not individuals SUPPORT And supported with current technologyWednesday, August 8, 12
  • 91. Summary Thee CRM of the future will be a system that will go beyond capturing and sharing data. It will help companies identify gaps for product developments where functional, emotional and social patterns are made visible and ready for action.Wednesday, August 8, 12
  • 92. THE ENDWednesday, August 8, 12