Customer Relationship                Innovation                                        for the                      Emerge...
Surveying a Changing LandscapeBrian	  Vellmure	  	  	  	  h6p://www.brianvellmure.com	  	  	  	  @BrianVellmure	  
Brian Vellmure   http://www.brianvellmure.com   @BrianVellmure
Brian Vellmure       http://www.brianvellmure.com   @BrianVellmure                                                        ...
Brian Vellmure   http://www.brianvellmure.com   @BrianVellmureIncreased Connectedness
The Digitization of EverythingPortrait	  by	  	  Popeye	  Francom	  
Brian Vellmure   http://www.brianvellmure.com   @BrianVellmure
8	  
Price/Performance Doubling every 18 months                                   Source:	  Ray	  Kurzweil	  
Memes and information spread with unprecedented     Reach & SpeedBrian	  Vellmure	  	  	   	     	     	  	  h6p://www.bri...
Who is the Social Customer?Brian	  Vellmure	  	  	  	  h6p://www.brianvellmure.com	  	  	  	  @BrianVellmure	  
Brian Vellmure Connected. Savvy. Demanding.                                                     http://www.brianvellmure.c...
Brian	  Vellmure	  	  	  	  h6p://www.brianvellmure.com	  	  	  	  @BrianVellmure	  
Brian Vellmure                    http://www.brianvellmure.com   @BrianVellmureIt’s	  not	  just	  customers	  
Brian Vellmure   http://www.brianvellmure.com   @BrianVellmure
Brian Vellmure                                                                    http://www.brianvellmure.com            ...
70% of a typical buying process is completed    before a sales person gets involved Source: Sirius Decisions              ...
Today’s B2B Buyer Profile                                                                                                 ...
Social Customers Talk            The typical American mentions specific            brand names 60 times per week in online...
Customers are       … and they’ll  aggressively       pay a premium for itsearching for help With their wallet      And th...
Ladies and Gentlemen…                   The Social Customer Profile                     • Generally	  distrus@ul	  of	  me...
Implications for your                Customer Relationship StrategyBrian	  Vellmure	  	  	  	  h6p://www.brianvellmure.com...
Knowing your Customer is a Must      “Most, if not all, senior executives assert they want to understand their        cust...
Brian Vellmure       http://www.brianvellmure.com   @BrianVellmureIncreased Mandate to Listen, Learn, Respond
Customers                                                                                              need you to        ...
Useful = Attention Magnet                                                           AttentionBrian	  Vellmure	  	  	   	  ...
Customer           Interaction          has evolved…             FROM         “One to Many”               TO           “On...
Customer Profiles will also evolve                                                                    CLV (Customer Lifeti...
A Marketing Mindset for the Social Era•  Understand the Buyer’s Journey•  Blow them away – create something Remarkable    ...
Increased ConnectionIncreased Expectations                                                                            Bria...
Key Takeaways and Action ItemsBrian	  Vellmure	  	  	  	  h6p://www.brianvellmure.com	  	  	  	  @BrianVellmure	  
Be FoundBrian	  Vellmure	  	  	   	     	     	  	  h6p://www.brianvellmure.com	  	  	     	     	  @BrianVellmure	  
Stand out and be Hyper-RewardedBrian	  Vellmure	  	  	   	     	     	  	  h6p://www.brianvellmure.com	  	  	     	     	 ...
Listen to and Leverage                                 Market ConversationsBrian	  Vellmure	  	  	   	     	     	  	  h6p...
Use advanced analytics and                                richer customer profiles                               for compe...
Let’s continue the                      conversation!Brian	  Vellmure	  Ini-um	  LLC	  /	  Innovantage	  h6p://www.brianve...
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
Customer Relationship Innovation for the Emergent Social Business
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Customer Relationship Innovation for the Emergent Social Business

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For more info, please contact Brian Vellmure at http://www.brianvellmure.com

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Customer Relationship Innovation for the Emergent Social Business

  1. 1. Customer Relationship Innovation for the Emergent Social BusinessBrian  Vellmure  Ini-um  LLC  /  Innovantage  h6p://www.brianvellmure.com  h6p://www.twi6er.com/BrianVellmure  
  2. 2. Surveying a Changing LandscapeBrian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  3. 3. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
  4. 4. Brian Vellmure http://www.brianvellmure.com @BrianVellmure LinkedIn  InMaps  The Expansion of the Social Web
  5. 5. Brian Vellmure http://www.brianvellmure.com @BrianVellmureIncreased Connectedness
  6. 6. The Digitization of EverythingPortrait  by    Popeye  Francom  
  7. 7. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
  8. 8. 8  
  9. 9. Price/Performance Doubling every 18 months Source:  Ray  Kurzweil  
  10. 10. Memes and information spread with unprecedented Reach & SpeedBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  11. 11. Who is the Social Customer?Brian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  12. 12. Brian Vellmure Connected. Savvy. Demanding. http://www.brianvellmure.com @BrianVellmurewith access to about…your company, products, services, people, partners
  13. 13. Brian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  14. 14. Brian Vellmure http://www.brianvellmure.com @BrianVellmureIt’s  not  just  customers  
  15. 15. Brian Vellmure http://www.brianvellmure.com @BrianVellmure
  16. 16. Brian Vellmure http://www.brianvellmure.com 90% of B2B Buyers say when they’re 93% of B2B buyers use ready to buy… @BrianVellmure search to begin the buying process THEY’LL FIND YOUSource:  Marketo   Source:  DemandGen  Report  
  17. 17. 70% of a typical buying process is completed before a sales person gets involved Source: Sirius Decisions Photo  courtesy  of  freefoto.com  Brian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  18. 18. Today’s B2B Buyer Profile Brian Vellmure http://www.brianvellmure.com @BrianVellmureSource:  DemandGen  Breaking  Out  of  the  Funnel:  A  look  inside  the  mind  of  the  New  GeneraKon  B2B  Buyer  
  19. 19. Social Customers Talk The typical American mentions specific brand names 60 times per week in online and offline conversations. Source: WOMMA Brian  Vellmure              h6p://www.brianvellmure.com        
  20. 20. Customers are … and they’ll aggressively pay a premium for itsearching for help With their wallet And their Mouth
  21. 21. Ladies and Gentlemen… The Social Customer Profile • Generally  distrus@ul  of  media  and  businesses   • Do  things  on  their  terms,  discontent  with  what  corporate     Status  quo  is  offering  them     • They’ll  find  who  and  what  they  need,  when  they  need  it,     from  where  they  are   • Connected  and  Vocal;  leveraging,  learning  from  and     helping  their  immediate  and  extended  peer  group     • They  extend  the  most  trust  to  respected  experts     • Ready  to  hyper  reward  and  promote  those  that  stand  out   • Ready  to  abandon  and  destroy  those  that  disappoint   Brian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  22. 22. Implications for your Customer Relationship StrategyBrian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  23. 23. Knowing your Customer is a Must “Most, if not all, senior executives assert they want to understand their customers better. Indeed, in our last CEO study, 88 percent of business leaders — and an astounding 95 percent of those heading the most successful organizations — said getting closer to their customers was the top priority for realizing their strategy over the next five years.Source:“CapitalizingonComplexity:InsightsfromtheGlobalChiefExecutiveOfficerStudy.” IBM Institute for Business Value. May 2010. Image Credit: Peter Cho, NYT magazine
  24. 24. Brian Vellmure http://www.brianvellmure.com @BrianVellmureIncreased Mandate to Listen, Learn, Respond
  25. 25. Customers need you to understand what they are trying to achieveBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  26. 26. Useful = Attention Magnet AttentionBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  27. 27. Customer Interaction has evolved… FROM “One to Many” TO “One to One” TO “One to One to Many” & “One to Many to One”Brian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  28. 28. Customer Profiles will also evolve CLV (Customer Lifetime Value) + CRV (Customer Referral Value) + CIV (Customer Influence Value) + CKV (Customer Knowledge Value) _______________________________________ Customer Engagement Value Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value V. Kumar, LerzanAksoy, Bas Donkers, RajkumarVenkatesan, Thorsten Wiesel and Sebastian Tillmanns
  29. 29. A Marketing Mindset for the Social Era•  Understand the Buyer’s Journey•  Blow them away – create something Remarkable – For every stage – For the most relevant channel•  Gain Permission – earn Trust•  Be Genuine and Transparent•  Be Unique•  Make it Shareable•  Invite them to continue the journey with you & Tell a Friend – Tell the WorldBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  30. 30. Increased ConnectionIncreased Expectations Brian VellmureIncreased Opportunities http://www.brianvellmure.comOur customers will continue to reveal more and more This  presents  a   about themselves in an tremendous  opportunity     unstructured manner for  organizaKons  who     @BrianVellmure have  the  ability  and  desire   to  listen,  understand,     and  respond  with     something  that  resonates  
  31. 31. Key Takeaways and Action ItemsBrian  Vellmure        h6p://www.brianvellmure.com        @BrianVellmure  
  32. 32. Be FoundBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  33. 33. Stand out and be Hyper-RewardedBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  34. 34. Listen to and Leverage Market ConversationsBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  35. 35. Use advanced analytics and richer customer profiles for competitive advantageBrian  Vellmure              h6p://www.brianvellmure.com          @BrianVellmure  
  36. 36. Let’s continue the conversation!Brian  Vellmure  Ini-um  LLC  /  Innovantage  h6p://www.brianvellmure.com  h6p://www.twi6er.com/BrianVellmure  

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