Esteban Kolsky e Mark Tamis - International Forum on E 2.0


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  • 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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  • The social customer is demanding a rich, engaging customer experience in multiple ways – still including human contact Social customers can go elsewhere for information – and to complain Customer service is becoming perhaps the most important of the CRM pillars It surrounds and is interwoven with all facets of how a company functions Multi-channel interactions with the customer, including contact centers, are where the experience with a business is typically most intense
  • A business model consists of four interlocking, interdependent components: The customer value proposition that defines the product(s) and/or service offering(s) an enterprise delivers to its customers at a given price. The profit system or company value proposition that an enterprise employs to deliver economic value to its stakeholders The key resources that a company deploys to create value The critical processes that guide and shape operations: how the company organizes and acts to create and deliver the value proposition to the customer and itself. Innovator's Guide Book to Growth by Scott Anthony et al
  • The Collaborative Enterprise becomes a Customer Engagement Hub for understanding and meeting the customers job-to-be-done and desired outcomes - Understanding customer expectations - Analysis for obtaining actionable insights - Coordination of actions - Cooperation of - Collaboration
  • Product Development New ideas coming from communities can save product development millions Product Q&A Get solutions that can’t be found any other way Marketing and Sales Now promoting a product that was designed with customer input.
  • 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>