Putting the Relationship back in Customer Relationship Management
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Putting the Relationship back in Customer Relationship Management

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What customers expect of us if we want to build meaningful relationships with them in the age of the social web. Sameer.patel@sovosgroup.com

What customers expect of us if we want to build meaningful relationships with them in the age of the social web. Sameer.patel@sovosgroup.com

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Putting the Relationship back in Customer Relationship Management Putting the Relationship back in Customer Relationship Management Presentation Transcript

  • 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:
    Where are these customers that we want to have that relationship with?
    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:
    Where are these customers that we want to have that relationship with?
    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