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Esteban Kolsky e Mark Tamis - International Forum on E 2.0


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Published in: Business, Technology
  • See the video recording on vimeo and ensuing roundtable debate with Esteban Kolsky, François Gossieaux, and Mark Tamis, presided by Emanuele Quintarelli
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Esteban Kolsky e Mark Tamis - International Forum on E 2.0

  1. 1. except where otherwise noted, this work is licensed under creative commons 3.0 Una Nuova Era Di Coinvolgimento Del Cliente Tramite il Social CRM How extending enterprise 2.0 beyond your internal world makes sense – and money
  2. 2. You Cannot Yell at Your Customers Anymore!
  3. 3. The Emergence of the “New” Social Customer Fabio Cipriano The Social customer
  4. 4. The Social Customer Fits into your Ecosystem Now… Your company Competitor Supplier / Partner Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Fabio Cipriano
  5. 5. An Old Ecosystem (company centric)
  6. 6. A New Ecosystem (customer centric)
  7. 7. First Thing? Your Business Model – Throw it Away… Business Model Social Environment Technological Change Legal Environment Customer Demand Competitive Forces Channels, Partners and Suppliers Strategy Technology Governance Business Model
  8. 8. Your New Business Model
  9. 9. Building a Collaborative Enterprise – Step 1 Customers Employees <ul><li>Customers </li></ul><ul><li>Voice of Customer </li></ul><ul><li>Co-creation </li></ul><ul><li>Concept Validation </li></ul><ul><li>Peer to peer Support </li></ul><ul><li>Knowledge Contribution </li></ul><ul><li>Employees </li></ul><ul><li>Customer Ticket Resolution </li></ul><ul><li>Collaborate with internal and external communities </li></ul><ul><li>Customer Care, Marketing, Sales </li></ul>Consumers & Communities Collaborative Enterprise
  10. 10. Building a Collaborative Enterprise – Part 2 <ul><li>Channels </li></ul><ul><li>Buying behaviour </li></ul><ul><li>Add to customer insight </li></ul><ul><li>Partners & Suppliers </li></ul><ul><li>Effective response </li></ul><ul><li>Customer Insights </li></ul><ul><li>Co-design </li></ul><ul><li>Value Chain Collaboration </li></ul>Consumers & Communities Partners & Suppliers Channels Collaborative Enterprise
  11. 11. The Collaborative Enterprise = Engagement <ul><li>Collaborate to understand the Customer Job-to-be-Done </li></ul><ul><li>Collaborate to co-create with the customer to meet her desired outcomes </li></ul><ul><li>Collaborate to act on Customer Insights </li></ul><ul><li>Collaborate to understand and provide the Customer Experience she expects from you </li></ul>The Collaborative Enterprise Social CRM E2.0
  12. 12. Collaboration to meet Desired Outcomes Social Networks Communities Customers Employees Channels Partners & Suppliers The Collaborative Enterprise
  13. 13. It’s called VRM, Vendor Relationship Management
  14. 14. Remember When Doing This… <ul><li>Customers are following the direction provided by the social network. </li></ul><ul><li>Firms are following the direction provided by the technology. </li></ul><ul><li>Customers are more connected to each other than to your firm. </li></ul>