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CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
CRM in 1 Day
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CRM in 1 Day

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The deck I used for the CRM in 1 Day conference, The Netherlands; September 2010

The deck I used for the CRM in 1 Day conference, The Netherlands; September 2010

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  • Transcript

    • 1. Changing Perspective how we need to change thinking about the (Social) Customer & Customer relationships By Wim Rampen http://wimrampen.com http://twitter.com/wimrampen mobile: +31 (0)6 364 912 60 http://homepage.ntlworld.com/andrew.lipson/escher/relativity-1600.jpg
    • 2. Being transparant about my goal today I’ll be trying to “bust” some myths, change some of your beliefs, but most of all I’ll be trying to start a process of thinking differently about the Customer.. http://www.flickr.com/photos/cdevers/4579864329/
    • 3. Managing Expectations: This presentation is NOT about the Social Media channel.. It is about following the logic of the Social Customer.. image courtesy: http://www.flickr.com/photos/laughingsquid/383433646/
    • 4. It's about the company's response to the customer's ownership of the conversation.. by Paul Greenberg cartoon by Mark Tamis: http://marktamis.com
    • 5. Before I start: Who is the Social Customer?
    • 6. What are your first thougths when you think about Customer Relationship Management? http://www.flickr.com/photos/jmsmytaste/90648278/
    • 7. Is this what it’s evolving to?
    • 8. 5 things we as companies do “in the name of CRM”
    • 9. 1: we PUSH products & messages http://www.flickr.com/photos/tidymind/4327717486/
    • 10. 2: based on our understanding of the 1:1 relationship
    • 11. 3: we aim for value exchange image courtesy: http://www.flickr.com/photos/mithril/2764675971/
    • 12. 4: we try do so on each possible interaction or event
    • 13. 5: we make it difficult to interact with us http://www.flickr.com/photos/adamkr/4938036983/sizes/l/
    • 14. CRM is about & for US, not THEM!
    • 15. Let’s challenge our perspective..
    • 16. What are best in class conversion rates on Direct Marketing?
    • 17. How many Customers did you disturb?
    • 18. How many of you ask Customer Service to gather Customer’s e-mail adresses?
    • 19. And what can your service rep do and see to help the Customer?
    • 20. 1 single measure for Customer loyalty?
    • 21. We ask our Customers to do what?
    • 22. How many of you map the Customer Journey/Experience?
    • 23. Where did you start?
    • 24. Point taken.. we need a fundamental shift in perspective Let’s talk about Value
    • 25. What is value to your Customer?
    • 26. Value is determined by the Customer when using the product or service..(over a lifetime)
    • 27. Customers are active co-creators of value.. Your Customer is here too
    • 28. Now, more than ever, the Customer is pulling information, knowledge, other resources etc etc from their networks to get the job done... with as little efforts/costs as possible http://www.flickr.com/photos/marxpix/471485822/sizes/l/
    • 29. the great disconnect COMPANIES CUSTOMERS Push & provide Pull & Co-create Products & Messages Resources Through 1:1 relationships From & with their networks Aimed at Value To meet their desired exchange outcome On each possible With minimum interaction effort
    • 30. we need to allign our thinking & actions with the Customer’s process of value creation.. image courtesy: http://www.flickr.com/photos/ahmadnawawi/3808452611/
    • 31. Map customers’ value creation process, not just your touch-points with them, and understand how they pull resources from their networks to get the job done.. image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/
    • 32. Build and help to develop relationships between individuals with similar desired outcomes and behavior image courtesy: http://www.flickr.com/photos/loveforphotography/457269816/
    • 33. Design experiences that stimulate engagement through interactions in networks of relationships
    • 34. Support Customers’ value creation process by facilitating Customers to connect with the right resources and pull these when they need them image courtesy: http://www.flickr.com/photos/romec1/3246065362/
    • 35. Engage employees and partners in supporting Customers in their process of value creation
    • 36. Extract actionable insights from 360-degree feedback to foster innovations and to turn them into value propositions that attract new Customers image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
    • 37. Collecting feedback 365 days/year. A good starting point
    • 38. similar customer jobs connect likeminded I like this, but what’s in it for me?
    • 39. desired outcomes connect likeminded engage partners Nike+ is a perfect example
    • 40. Engaging with Customers has never been more easy.. Helping your Customers be successful in their jobs is not.. What would that mean for the reward?
    • 41. Close the Gap COMPANIES CUSTOMERS Push & provide Pull & Co-create Products & Messages Resources Through 1:1 relationships From & with their networks Aimed at Value To meet their desired exchange outcome On each possible With minimum interaction effort
    • 42. Changing Perspective how we need to change thinking about the (Social) Customer & Customer relationships By Wim Rampen http://wimrampen.com http://twitter.com/wimrampen mobile: +31 (0)6 364 912 60 http://homepage.ntlworld.com/andrew.lipson/escher/relativity-1600.jpg

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