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Enterprise TRM - Tribes Relationship Management


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Enterprise CRM in the Digital/Online Services Age.

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Enterprise TRM - Tribes Relationship Management

  1. 1. Enterprise TRM TRM =&gt; Tribes Relationship ManagementEnterprise CRM in the Digital/Online Services AgeKarthik<br />
  2. 2. Traditional Enterprise CRM<br />
  3. 3. Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer CommunicationsSales, Marketing, and Customer Service<br />
  4. 4. Worked well (if done well) in the past<br />
  5. 5. What about in the current & emerging digital/online age? <br />
  6. 6. Can it move your Customer Relationshipneedle forward?<br />
  7. 7. Revisiting CRM in the Digital Age<br />
  8. 8. Rethinking <br />Traditional Enterprise CRM<br />What requires rethinking?<br />Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer Communications<br />
  9. 9. Traditional Enterprise CRM concepts<br />How are they impacted by the Digital/Online Age?<br />CustomerContactContract LeadOpportunityMarketing ListsMarketing Campaign ChannelsCustomer SupportSales Force Automation…<br />
  10. 10. The world has evolved and is constantly evolving…<br />
  11. 11. Presence<br />Mailing Address =&gt; E-mail Address =&gt; Web Site<br />
  12. 12. Photo Sharing<br />Snail mail =&gt; E-mail =&gt; Social Networks<br />
  13. 13. Communication<br />Letters =&gt; E-mails =&gt; Tweets<br />
  14. 14. Marketing<br />Snail mail Marketing =&gt; E-mail Marketing =&gt; Social Media Marketing<br />
  15. 15. Consumer Perceptions<br />Vendor Marketing + Personal Experiences =&gt; Social Media Communities & Influentials<br />
  16. 16. The Web<br />Web 1.0 =&gt; Web 2.0 =&gt; Web 3.0<br />
  17. 17. Computing<br />On-premise =&gt; Hosted =&gt; Cloud<br />
  18. 18. Enterprise Presence<br />Brick & Mortar =&gt; Web 1.0 .com site =&gt; Going Social<br />
  19. 19. Common Trends<br />ChangeOnlineTribes New Mediums Going Social Old habits are not totallyirrelevant*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on<br />
  20. 20. Enterprise CRM Evolution<br />Customer Data Management Apps =&gt; Enterprise CRM Systems =&gt;Enterprise TRM<br />
  21. 21. Enterprise TRM<br />Servicesthat enable Conversationsbetween an Enterprise and its Tribesto materialize mutuallybeneficialExperiences and Results*Tribes =&gt; Customers, Consumers, Communities<br />
  22. 22. Enterprise TRM Pillars<br />Customer=&gt; The 3 C’s =&gt; TheTribesCommunications =&gt; ConversationsRelationships =&gt; PositiveExperiencesSilos =&gt; CommunityCustomers =&gt; Advocates*The 3 C’s =&gt; Customers, Consumers, Community*Distinguishing the 3 C’s – An XBOX Gamer (A Microsoft Customer), Video Gamers (Gaming Consumers), Video Gamer Communities <br />
  23. 23. Enterprise TRM Scenarios<br />A Sampling<br />Note: Pause and think through each scenario in the context of the Enterprise TRM pillars <br />
  24. 24. Surveying Customers<br />Are structured customer surveys always effective? Are there opportunities for you to be more efficient in understanding & engaging with your tribes? <br />
  25. 25. Micro Communications<br />The age of viral Micro communications is here to stay. Community Influencers Micro-communicate. Micro-communications make/break brands. Micro-communications shape consumer perceptions. What is your engagement strategy? <br />
  26. 26. Customer Service & Engagement<br />Unhappy campers voicing their opinions on products/services is a common trend in popular & viral online networks. The vast majority are ignored (unlike the example cited above). How active is your brand in viral networks? What is the cost of ignorance?<br />
  27. 27. Social Presence<br />Presence in Viral Social Networks – What purposes could it serve? What is your Engagement Strategy? <br />
  28. 28. Collaborative Knowledge Management<br />Are there more effective & sustainable options to foster knowledge sharing in the context of your brand?<br />How could services like the above influence your investments in this context?<br />
  29. 29. Tribe Shoring<br />Are there opportunities to directly engage your tribes in shaping your brand?<br />How could services like the above influence your investments in this context?<br />
  30. 30. Multi-channel Engagement<br />Where are your Tribes most active?<br />What is your engagement strategy to stay connected with your tribes in these channels?<br />
  31. 31. We Value You Experiences<br />I log into my connected gaming console and I see…<br />A message thanking me for a feature add-on suggestion<br />I had submitted and informing me that it has been <br />addressed with a link to obtain the add-on. The message also <br />Notifies me that1000 points have been credited to <br />my gaming account for my<br />contribution and its value to the gaming service provider’s <br />consumer community<br />A message recognizing me as a an expert in a game and inviting<br />me to participate in a closed loop beta testing of v.Next<br />…<br />…<br />…<br />
  32. 32. And Many More…<br />
  33. 33. Top Enterprise TRM Channel Investments<br />Micro-communications: TwitterSocial Media: YouTube, SlideShareTop 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like ZooppaViral Multi-channel App Stores/EcosystemsCustom Branded TRM Service & Community <br />
  34. 34. Enterprise TRM Strategy<br />Engage in Established External Channels<br />Drive to/<br />Integrate with<br />Custom Branded TRM Service & Community<br />…<br />…<br />…<br />
  35. 35. Custom TRM Service Capabilities <br />Micro-CommunicationsSocial Media (Videos, Presentations, Photos, Blogs, Wikis)Social NetworkingTribe ShoringMulti-Channel AccessExternal Channel/Service IntegrationUsage & Efficacy Analytics<br />
  36. 36. Custom TRM Service Applications <br />Integrated Brand Hub for Participatory IdeationCustomer Support & ServiceCollaborative Knowledge ManagementTribe ShoringMarketing <br />
  37. 37. AcknowledgementsSeth GordonLawrence Lessig<br />
  38. 38. Thank You<br />