Clarity in the CloudsWhat are the Real Benefits of Cloud-Based CRM?Esteban Kolsky@ekolsky
CRM360
IaaSPaaSSaaSSSSSPPP PIIIIconnectivitydatabaselegacyinternetsecuritybusiness rulescompliancedirectorypresentationvalidation...
demographicoperationalbehavioralattitudinalsentimentalwho thecustomersarehowefficientlythebusinessoperateswhatcustomersdo ...
how to make CRM 360 a reality?datapurposecustomerinteraction
in other words…how to leverage the value behind the hypeof today’s technologies to create acollaborative enterprise…• leve...
how to resolve the equation?• must be customer centric• must be a combination of processes,technology, people, metrics, an...
security in the cloudSPISPISPISPISPISPIsecurityservicesecurity token, created and managed by PaaSresolving issues of secur...
integration #1: saas-saasSPISPISPISPISaaS-SaaS integration, withinthe application, leveraging thecloudsimilar to existing,...
Integration #2: paas-paasSPISPISPISPIPaaS-PaaS integration,leveraging the cloud, no need formiddleware,easiest for elastic...
scalability in the clouddesign forscalability inthe cloudscalabilitymust occur intwo ways –up and outdefinescalability byC...
and when you put it all together…• personalized, complete, and timelyinteractions…• that yield value, helps users andcusto...
five truths of CRM 360• aim for CRM 270-300ish…• without a customer, there ain’t 360• have a purpose for the data you use•...
let’s talk…
Thank YouEsteban Kolskyhttp://thinkjar.net @ekolsky
SugarCon 2013: Clarity in the Clouds: What are the Real Benefits of Cloud-Based CRM?
SugarCon 2013: Clarity in the Clouds: What are the Real Benefits of Cloud-Based CRM?
SugarCon 2013: Clarity in the Clouds: What are the Real Benefits of Cloud-Based CRM?
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SugarCon 2013: Clarity in the Clouds: What are the Real Benefits of Cloud-Based CRM?

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Esteban Kolsky,

Esteban provides practical guidance on how to build and leverage CRM's single view of the customer to deliver a superior customer experience and improve profitability.

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SugarCon 2013: Clarity in the Clouds: What are the Real Benefits of Cloud-Based CRM?

  1. 1. Clarity in the CloudsWhat are the Real Benefits of Cloud-Based CRM?Esteban Kolsky@ekolsky
  2. 2. CRM360
  3. 3. IaaSPaaSSaaSSSSSPPP PIIIIconnectivitydatabaselegacyinternetsecuritybusiness rulescompliancedirectorypresentationvalidationinteractionpersonalizationbefore we go anywhere, let me define cloud
  4. 4. demographicoperationalbehavioralattitudinalsentimentalwho thecustomersarehowefficientlythebusinessoperateswhatcustomersdo andhow theyworkhoweffectivelythebusinessoperateshow thecustomersfeel aboutbusiness,products,servicesasexpressedpubliclycrmsocial crm“big data”CRM 360 is all about data…
  5. 5. how to make CRM 360 a reality?datapurposecustomerinteraction
  6. 6. in other words…how to leverage the value behind the hypeof today’s technologies to create acollaborative enterprise…• leverage big data (data)• leverage social (interaction)• leverage collaboration (purpose)
  7. 7. how to resolve the equation?• must be customer centric• must be a combination of processes,technology, people, metrics, andgovernance – not just one thing• must be in the cloud– infinitely scalable– easy integration– secure and compliant
  8. 8. security in the cloudSPISPISPISPISPISPIsecurityservicesecurity token, created and managed by PaaSresolving issues of security leads to compliance, plausible integration
  9. 9. integration #1: saas-saasSPISPISPISPISaaS-SaaS integration, withinthe application, leveraging thecloudsimilar to existing, uses servicecalls, middleware
  10. 10. Integration #2: paas-paasSPISPISPISPIPaaS-PaaS integration,leveraging the cloud, no need formiddleware,easiest for elasticity (scale out),establish once, reuse manytimes as necessaryresolving issues of integration leads to scalability
  11. 11. scalability in the clouddesign forscalability inthe cloudscalabilitymust occur intwo ways –up and outdefinescalability byCapacityAvailabilityPerformancecloud scalabilitythe entire concept of cloud computing was conceived for scalability sake
  12. 12. and when you put it all together…• personalized, complete, and timelyinteractions…• that yield value, helps users andcustomers make decisions using properdata…• using effective, repetitive, customer-centricprocesses that have a purpose
  13. 13. five truths of CRM 360• aim for CRM 270-300ish…• without a customer, there ain’t 360• have a purpose for the data you use• cloud is a must to see data flows thrive• think ecosystem, not closed systemyou will never know all you wantjust what you need
  14. 14. let’s talk…
  15. 15. Thank YouEsteban Kolskyhttp://thinkjar.net @ekolsky
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