This document discusses aligning customer experience with business goals. It suggests understanding customer interests, segmentation, and networks to better engage and learn from customers. Co-creating and innovating with customers as well as organizing collaboration around customers can help shift the balance of power in relationships. The key is moving beyond transactions to understand customer desired outcomes.

1. Your Company and Customers Are Like The Eiffel Tower

2. Can You Hear What They're Saying Down There?

3. Do You Find This View Inviting or Ominous?

4. The Balance Has Shifted

5. You Don't Acquire or Sell To Customers, They Buy From You

6. Understanding and Meeting Customer Desired Outcomes

7. Moving Beyond Contact and Transactional Data

8. Understand Interests and Sentiment

9. What and Who Matters to Whom And In Which Context?
People-driven Segmentation

10. Connecting People and Networks
Engage, Learn, and Share

11. In Which Direction Should I Take My Company?

12. 'Unio' is Latin For Onion
One or Unity

13. Knowledge Flows, Peer Support and Word of Mouth
Internet / General Public
Customers
Community
Superusers
Staff

14. Knowledge Flows, Peer Support and Word of Mouth
Internet / General Public
Customers
Community
Superusers
Staff

15. Align Customer Experience Expectations

16. Leverage Customer Feedback Loops

17. Co-create and Innovate With Your Customers

18. B2B, From Gatekeeper To Coordinator

19. Organise Collaboration Around and With Customers

20. Mark Tamis
mark.tamis@Net-7.fr
http://marktamis.com
@MarkTamis #scrm #socbiz #e20
CeBIT WebCiety Social CRM Session March 2, 2011

21. Image sources
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