CRM in 1 Day

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

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/

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/

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

Before I start: Who is the Social Customer?

What are your ﬁrst thougths when you think about Customer Relationship Management? http://www.ﬂickr.com/photos/jmsmytaste/90648278/

Is this what it’s evolving to?

5 things we as companies do “in the name of CRM”

1: we PUSH products & messages http://www.ﬂickr.com/photos/tidymind/4327717486/

2: based on our understanding of the 1:1 relationship

3: we aim for value exchange image courtesy: http://www.ﬂickr.com/photos/mithril/2764675971/

4: we try do so on each possible interaction or event

5: we make it difﬁcult to interact with us http://www.ﬂickr.com/photos/adamkr/4938036983/sizes/l/

CRM is about & for US, not THEM!

Let’s challenge our perspective..

What are best in class conversion rates on Direct Marketing?

How many Customers did you disturb?

How many of you ask Customer Service to gather Customer’s e-mail adresses?

And what can your service rep do and see to help the Customer?

1 single measure for Customer loyalty?

We ask our Customers to do what?

How many of you map the Customer Journey/Experience?

Where did you start?

Point taken.. we need a fundamental shift in perspective Let’s talk about Value

What is value to your Customer?

Value is determined by the Customer when using the product or service..(over a lifetime)

Customers are active co-creators of value.. Your Customer is here too

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/

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

we need to allign our thinking & actions with the Customer’s process of value creation.. image courtesy: http://www.ﬂickr.com/photos/ahmadnawawi/3808452611/

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/

Build and help to develop relationships between individuals with similar desired outcomes and behavior image courtesy: http://www.ﬂickr.com/photos/loveforphotography/457269816/

Design experiences that stimulate engagement through interactions in networks of relationships

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/

Engage employees and partners in supporting Customers in their process of value creation

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/

Collecting feedback 365 days/year. A good starting point

similar customer jobs connect likeminded I like this, but what’s in it for me?

desired outcomes connect likeminded engage partners Nike+ is a perfect example

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?

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

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

CRM in 1 Day

by Wim Rampen

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