Putting the Relationship back in Customer Relationship Management

Putting the Relationship back in Customer Relationship Management
Sameer Patel
@sameerpatel
Blog: Pretzellogic.org
Work: Sovosgroup.com

$13.3 Billion
Gartner - 2012 CRM software market size estimate

9%
Gartner - 2011 CRM spend increase

Question 1:
What exactly is CRM used for?
Question 2:
Where are these customers that we want to have that relationship with?
Question 3:
And what do these prospect and customers expect?

To Update…
…Forecasts
…Leads
…Contacts
…Opportunities
…Wins
CRM is…..one…giant…contact management and reporting tool.

Question 1:
What exactly is CRM used for??
Question 2:
Question 3:
And what do these prospect and customers expect?

….have had enough
exit
Customers today....

200 Million Americans have registered for the FTC’s ‘Do Not Call’ list.
Source: FTC 2010

91% of email users have unsubscribed from a company email they previously opted into.
Source: Exaact Target 2001

Dear,
<insert name here >

Internet users in the US….
…spend 3 times more time on the social networks and blogs…
…than they do in Email
Source: Neilson Company 2009

Use of Social Media as a Business Information Resource by Industry
Real Estate and Construction
Healthcare
Media and Entertainment
Automotive
Computers and Software
Food and Beverage
Where are buyers increasingly hanging out?
Business.com Social Media Benchmarking Study 2009

Access to social and traditional web content now equalized
13

Question 1:
What exactly is CRM used for?
Question 2:
Question 3:
And what do these prospects and customers expect?

42 %
Share Opinion
Interact with Brands
23 %
Today’s Customer Expectations
2011 IBM Study – “From Social Media to Social CRM”

61% want Discounts
55% want to make a Purchase
BUT…
53% want to learn more about what you sell.
IBM - From Social Media to Social CRM

Engagement Not Data
Expert Answers
Minimal Latency
Global Competency but Local Relevancy
customer relationshipexpectations in the 21st century

Why here?
Why you?

Engagement Not Data
Expert Answers
DISTRIBUTION
Minimal Latency
Global Competency but Local Relevancy
DEMAND
PRODUCTION
IDEATION
cRm happens across the programs YOU manage that connect…

…people like them..

…your internal experts

…your partners and suppliers…

…and those at the edge.

This is the Customers Expectation of
CRM

So what about traditional crm?

It’s Vital.

cRm
=
True customer Relationship Management
+
+
crm
+
Its about identifying Intent and Expertise Fulfillment
27
sameer.patel@sovosgroup.com| @sameerpatel

But we need to move on beyond Programmatic Metrics….

…and focus on Business Performance

Thanks.
Sameer Patel
Twitter: @sameerpatel
Blog: pretzellogic.org
sameer.patel@sovosgroup.com
Web: sovosgroup.com

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Putting the Relationship back in Customer Relationship Management

by Sameer Patel

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