CRM/Analytics thought leader Ryan McGuire looks at the future of CRM as one where the customer journey is aligned from sales to support, and how your organization can take steps toward making this transformation. Enterprise two-way messaging platform provider Teckst discusses enterprise use cases and learnings from past implementations.

1. The Future of CRM: Aligning Sales and Support
Around the Customer Journey

2. Meet the Speakers
2
Ryan McGuire
Ryan McGuire is a CRM/Analytics thought leader and expert who helps companies be more relevant to
their customers by driving customer retention and loyalty. Ryan’s recently joined Lift361, as Senior
Director- CRM Strategy, working across numerous clients. Previous to Lift361, Ryan held increasingly
senior CRM and Analytics roles within global brands such as Carter’s | OshKosh, and
Lenscrafters/Sunglass Hut, as well as with agencies such as 84.51 (formerly dunnhumbyUSA). During
his tenure at these organizations he developed and drove customer engagement strategies, enabled
topline sales growth, optimized CRM spend across channels, and maximized ROI on significant
customer investments.
Dan Gesser
Dan Gesser is the CRO of Teckst, which empowers enterprises to build one-on-one relationships with
their customers by facilitating real-time human-to-human messaging. Previously, he led sales and
marketing at Zodiac, a predictive analytics startup acquired by Nike in March 2018, and was a Business
Unit Executive at IBM after the acquisition of Xtify in 2013.

3. What We’ll Cover Today
3
Fragmented
Customer
Journey
The Current State of
CRM
Aligning Around
the Customer,
Personalization
The Future
of CRM
Implementing
Text and Mobile
Messaging
Unifying the
Customer Journey
Getting it
Done
Organizational
Change Best
Practices

4. The State of CRM Today
4
Incomplete View of the Customer Journey
• CRMs designed around companies, not
customers
• Pre and post-purchase activities not connected
• Results in lost opportunities to do behavior-based
targeting and true personalization
Integration Difficulties
• Large legacy systems designed to stand alone
• Multiple systems = no master customer record
• CRMs not built for call center use
Lack of ROI and Customer Lifetime Value
Visibility
• CRM is used to “set it and forget it”
• Marketing and Support don’t have access to
each other’s data to assess true lifetime value
• Service levels based on value not possible
Poor Personalization
• Default to lowest common denominator due to
lack of confidence in data
• Errors easily made by focusing on limited data
• Proliferation of first-level personalization

5. The Future of CRM
Support speaks the customer’s language, upsells,
and provides exceptional service
Marketing/Sales communicate campaigns and
product info to Support
Seamless communications, no matter the
department
Departments operate using common goals and
metrics
Customer retention,
loyalty, referrals
More accurate answers to questions about
products and services
Providing customers with
friction-free experiences
Tailor support by LTV; upsell; marketing aware of
support metrics affecting revenue and retention
Unifying Sales/Marketing and Ops/Support Around Common Definitions
5

6. Focus on Customer Retention Through Customer-Oriented Processes
6
The Future of CRM
Communicate with
customers in the
channels they prefer
Use the language of
the customer, not
company jargon
Seamless
communications, no
matter the department
Connect channels-
no silos
Take the onus off the
customer to find
what they need
Offer customers the
option to contact you
however they like

7. Personalization at Scale Using Relevant Data
7
The Future of CRM
Customer interactions will be defined by the customer’s own behavior and preferences
Retailer recognizes
you via app on your
phone
Automatically downloads
shopping list, coupons, and
product recommendations
based on past purchases,
organized by the way you
normally navigate the store
Items scanned as
they go into the
cart
Expired milk
refunded
immediately after
barcode scan
The Grocery Shopping Trip of the Future

8. Understanding Profitable Customers & How to Make Them Advocates
8
The Future of CRM
• Pareto principle (80/20 rule)
• Identify and segment customers by lifetime value
• Spend more budget on high-value customers
• Identify lookalikes by demographics and behaviors
• Direct resources away from low-value customers

9. Setting the Right KPIs Around Customer-Driven Processes
9
B2B Marketers
Conversions
Qualified prospects from conversions
Revenue generation/ ROMI
B2C Marketers
Impressions
Brand awareness
Likes/follows/views
The Future of CRM
Customer Service
CSAT
NPS
Retention
KPIs
Better data & targeting capabilities Clickthrough, conversion rates
More heavily influenced by customer
communication preferences

10. AI and Machine Learning
10
The Future of CRM
• Big data, analytics, business intelligence, artificial
intelligence the way of the future
• Most businesses just dipping their toes in
• Major players investing heavily already

11. Monitoring the Business Environment and Current Trends for Disruption
11
The Future of CRM
• Uber of the CRM industry?
• CRM professionals
• What’s important to customers?
• What are the most important KPIs?
• Keep an eye on the high-value
SMS and Mobile
Messaging for the
Enterprise, integrated
with variety of CRMs

12. Text and Mobile Messaging
12
Unifying the Customer Journey
Teckst is a platform that enables real
time, human-to-human communication
between brands and their customers. The
application integrates seamlessly with
your CRM, allowing agents to respond
directly to SMS and chat messages within
your current workflow.

13. Text and Mobile Messaging Benefits
13
Customer-Driven KPIs
• Communication on the customer’s time
• Time to Resolution replaced with “Dedicated
Agent Time”
Better Personalization
• Seamless CRM integration
• Enables conversational interaction
• Bypass traditional identification steps needed on
other channels
Delights Customers and Improves Retention
• The channel the customer actually wants
• The ultimate in convenience
• Enables continuous conversations to build
relationships
Unifying the Customer Journey
Can Be Used Throughout the Customer Journey
• Acquisition
• Upsell/retention/loyalty
• Support

14. Text and Mobile Messaging
14
Unifying the Customer Journey
Integrations
The same sales & service reps that make phone calls can send and receive text messages via our innovative, easy-
to-learn platform that integrates directly into the top CRMs as well as complex, custom-built systems.
International Multi-Platform Value Enhancing
We support SMS in 28+
countries and mobile
messaging platforms in 190
countries.
Leverage the platform across
the customer journey including
Acquisition, Customer
Development, Retention, and
Customer Care.
Success Oriented
We provide 24/7 support,
dedicated account
management, and on-going
training to ensure your
success.

15. 15
Getting it Done
High Level Management
Support for Vision
• Communicate the vision for the future
• Establish concrete goals
• Set strategic initiatives to reach goals
• Collaboration and communication from all teams to
ensure buy-in
• Set realistic timelines
Professional Sports
Team Implementing
Messaging for Ticket
Sales
Teckst facilitated
communication btw
depts. to connect
customer journey
Sales and marketing out
of alignment

16. Dedicated Positions for Project/Organizational Change Management
16
Getting it Done
• Hire for/ designate specific roles for change
management
• Changes to org chart
• Cultural impacts
• Preparation for change
• User feedback
• Update case for change
• Assess organizational readiness
• Provide methods and tools
• Drive transformation activities & overall progress
• Hire employees for current and future roles
• Build a diverse team
• Assess changes to org chart, processes, systems

17. Super Users
17
Getting it Done
• Lead the charge for day-to-day activities
• Detailed knowledge about CRM activities- current
and future states
• Super users from Sales/Marketing and
Operations/Support
• Good at trying new things, learning from mistakes,
seizing opportunities, sharing info with colleagues

18. Big Launches
18
Getting it Done
• Might require several phased launches along the way
• Address parts of the process rather than everything all at
once
• Prior to any launch
• Detailed communication plan
• Engagement of multiple stakeholder groups
Program launched with no
communication to store
employees or call center
agents.
In-Store Texting for
Window Treatment
Supplier at Retailer
Locations
Teckst learned the
program decreased
employee commissions

19. Training, Training, and More Training
19
Getting it Done
• Training is critical
• Avoid reverting back to old ways
• Teach the how and why, not just the “what”

20. Measuring Value
20
Getting it Done
• Test and learn plan ideal
• Impacts should be analyzed for the first 6 months and
then at intervals moving forward
• Remember: changing to a customer-centric mindset may
transform old KPIs (i.e. Time to Resolution)
Followed best practices
Executive leadership
involved
CSAT improved
Volume to text channel
exceeds live chat and
phone

21. Ongoing Optimization
21
Getting it Done
• Be prepared for the unexpected
• Get ready to evolve with business landscape and
challenges from vendors or new hires
• Embrace change
Early success probably
means you can be doing
even better!
Look for opportunities to
optimize and expand the
program

22. Q&A?
?
?
!

23. Thank You!
Teckst.com
Twitter.com/Teckstco (@teckstco)
Linkedin.com/company/Teckst
Download Our New E-Book:
2019 Customer Service Planning Guide
dan@teckst.com
ryan.mcguire@lift361.com