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CRM Scenarios & Trends


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Customer Management in a 2.0 Era !

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CRM Scenarios & Trends

  1. 1. gianluca ferranti | CRM Scenarios & Trends: Customer Management in a 2.0 Era !
  2. 2. Overview: The Business World has Changed <ul><li>Pre 90s </li></ul><ul><ul><li>Product/Demand driven corporate ecosystem </li></ul></ul><ul><li>Late 90s to nearly present </li></ul><ul><ul><li>Customer driven corporate ecosystem </li></ul></ul><ul><li>Present / Future </li></ul><ul><ul><li>Transition to customer ecosystem </li></ul></ul><ul><ul><li>“ Era of the Social Customer” </li></ul></ul>
  3. 3. Markets are speeding up <ul><li>New product (food, beverage, cars, …) market release: </li></ul><ul><ul><li>1991 = 15.400 </li></ul></ul><ul><ul><li>2001 = 32.025 </li></ul></ul><ul><li>Productive sectors classified by the U.S. government : </li></ul><ul><ul><li>Deleted 50 sectors, redefined 200 sectors 1972 -1987 </li></ul></ul><ul><ul><li>Deleted 500 sectors, redefined 1000 1987 -1997 </li></ul></ul><ul><li>Companies failed in the U.S. : </li></ul><ul><ul><li>1950 to1978 an average of 10.000/year </li></ul></ul><ul><ul><li>Since1986 60.000/year </li></ul></ul><ul><ul><li>Since1998 more than 73.000/year </li></ul></ul>
  4. 4. The distruption Law The introduction of new technologies does not happen in a linear and continuous process, but through a break. The political changes, social and economic are incremental, while technological changes are exponential. Technology Social Economy/Business Political Time Change
  5. 5. <ul><li>Only 18% of tv ads generate positive ROI </li></ul><ul><li>100% increase in ad spending just to add 1% - 2% in sales </li></ul><ul><li>91% likely to buy on recommendation </li></ul>Mass market, segmenting, viral
  6. 6. Old 4Ps Paradigm 4Ps Value Creator Customer
  7. 7. New Paradigm 4Ps Value Innovator Customer Product Brand
  8. 8. <ul><li>Understand new consumer behavior patterns </li></ul><ul><li>Support customer-to-customer interaction </li></ul><ul><li>Embrace customers as co-creators </li></ul>Create Dialogue With Social Consumers
  9. 9. <ul><li>Collaboration : within and outside the firm.  Wikis are gaining momentum. </li></ul><ul><li>Social Networking: especially for service industries, referrals and networking are at the heart of their marketing strategies - &quot; The Social Networking Convergence With CRM &quot; </li></ul><ul><li>Customer Centricity: Customer should really be in charge of who sees their information and what kind of goods and services they are in the market for </li></ul><ul><li>Prosumer Behaviors : the inculcation of consumer behaviors into professional environments; the importance of style as a choice when choosing products and services </li></ul><ul><li>Usability Improvements: AJAX, emphasis on processes rather than data, various areas targeted to how people within that department think and work </li></ul><ul><li>Advocacy Metrics: g oing beyond just the  Net Promoter Score (NPS ) to create richer metrics for measuring advocacy (2008-2009) </li></ul><ul><li>  Enterprise 2.0: m ore and more companies looking at the use of wikis, podcasts, blogs, and communiities behind and through the firewall (2008) </li></ul>Social Relationship
  10. 10. <ul><li>&quot;C&quot; … Change in CRM </li></ul>4 Ps Vs. 5 Cs
  11. 11. <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Video Blogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul>Communicate
  12. 12. <ul><li>Social networks (Facebook, MySpace, LinkedIN,..) </li></ul><ul><li>Mobile text messaging </li></ul><ul><li>Instant messaging/Twitter </li></ul><ul><li>Skype </li></ul>Connect
  13. 13. <ul><li>Wikis </li></ul><ul><li>Consumer-Generated Media </li></ul><ul><li>Open Source Software </li></ul><ul><li>Creative Commons </li></ul><ul><li>Mash-ups </li></ul>Collaborate/Co-Create
  14. 14. <ul><li>Every individual is unique </li></ul><ul><li>Allow her to choose instead of forcing him to use what you have made </li></ul><ul><li>Make him feel home RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Virtual Worlds/Avatars </li></ul>Customization
  15. 15. <ul><li>Created by all of the above </li></ul><ul><li>Fostered by common interests </li></ul><ul><li>Built through conversations </li></ul>Community
  16. 16. The New Business Model Differentiators are no longer products & services Key differentiator is the customer’s experience with the company Provides a business value for the experience with the products/services
  17. 17. <ul><li>Each customer wants a personalized experience… </li></ul><ul><li>They couldn’t care less if they are high value or low value customers </li></ul><ul><ul><li>They don’t know if they are high or low value to you </li></ul></ul><ul><ul><li>But you have to care and yet, accommodate them to a degree </li></ul></ul><ul><li>But how do you deal with it when you have millions of customers? </li></ul><ul><ul><li>Understand the “typical” experience of a customer at every point </li></ul></ul><ul><ul><ul><li>And what they want </li></ul></ul></ul><ul><ul><li>But provide the tools for the customer to manage their own experience </li></ul></ul><ul><ul><ul><li>Information that allows them to make informed, empowering choices </li></ul></ul></ul>Characteristics of the Ecosystem
  18. 18. Next Gen CRM
  19. 19. Next Gen CRM
  20. 20. Next Gen CRM
  21. 21. CRM 2.0 <ul><li>The goal is to: </li></ul><ul><ul><li>Identify, engage, and enable the influential nodes that have the most “social value” in the network. </li></ul></ul><ul><ul><li>In the new world of shifting and complex enterprise-to-customer social relationships, managing interactions with customers is highly strategic. </li></ul></ul>
  22. 22. Interaction Channels Phone Web Mobile SMS Wap Video Portals Widgets Store Interactive windows Kiosk In store TV CTI – ACD Campaign Mgmt IVR Video IVR IVR outbound Avatar Call Back Click 2 Meet Chat Web-Form
  23. 23. Interaction Channels today © Copyright Dimension Data 2005-2007 Source: Global Contact Centre Benchmarking Report 2007
  24. 24. Interaction Channels 2010 Source: Global Contact Centre Benchmarking Report 2007 10x 3x 6x
  25. 25. Customer Service 2.0
  26. 26. Customer Engagement
  27. 27. Customer Engagement <ul><li>Harley-davidson </li></ul><ul><ul><li>lifestyle (riders) </li></ul></ul><ul><li>Mac – iPod - iPhone </li></ul><ul><ul><li>User Experience </li></ul></ul><ul><li>Linux </li></ul><ul><ul><li>Pro-sumer </li></ul></ul><ul><li>Nikon </li></ul><ul><ul><li>Beyond passion </li></ul></ul><ul><li>Starbuck </li></ul><ul><ul><li>User Experinece </li></ul></ul>
  28. 28. CEM
  29. 29. Contact Center Business
  30. 30. 10 Ideas That Are Changing The World <ul><li>Common Wealth – national interests aren’t what they use to be. Our survival requires global solutions. The defining challenge of the 21st century will be to face the reality thet humanty shares a common fate on crowded planet </li></ul><ul><li>The End of Customer Service – with self-service technology, you’ll never have to see a clerk again </li></ul><ul><li>The Post-Movie-Star Era – ready for more films in wich the leading man is not “he” but “who”? </li></ul><ul><li>Reverse Radicalism – Want to stop terrorism? Start talking to terrorists who stop themeselves </li></ul><ul><li>……… </li></ul>TIME 24 march 2008,28757,1720049,00.html
  31. 31. <ul><li>Il Partner Ideale per i tuoi progetti di Customer Interaction e Relationship Management </li></ul>
  32. 32. gianluca ferranti [email_address] +39 335 6500035 Skype