Putting the Relationship back in Customer Relationship Management

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What customers expect of us if we want to build meaningful relationships with them in the age of the social web. Sameer.patel@sovosgroup.com

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Putting the Relationship back in Customer Relationship Management

  1. Putting the Relationship back in Customer Relationship Management<br />Sameer Patel<br />@sameerpatel<br />Blog: Pretzellogic.org<br />Work: Sovosgroup.com<br />
  2. $13.3 Billion<br />Gartner - 2012 CRM software market size estimate<br />
  3. 9%<br />Gartner - 2011 CRM spend increase<br />
  4. Question 1: <br />What exactly is CRM used for? <br />Question 2: <br />Where are these customers that we want to have that relationship with?<br />Question 3: <br />And what do these prospect and customers expect?<br />
  5. To Update…<br />…Forecasts <br />…Leads<br />…Contacts <br />…Opportunities<br />…Wins<br />CRM is…..one…giant…contact management and reporting tool.<br />
  6. Question 1: <br />What exactly is CRM used for??<br />Question 2: <br />Where are these customers that we want to have that relationship with?<br />Question 3: <br />And what do these prospect and customers expect?<br />
  7. ….have had enough<br />exit<br />Customers today....<br />
  8. 200 Million Americans have registered for the FTC’s ‘Do Not Call’ list. <br />Source: FTC 2010<br />
  9. 91% of email users have unsubscribed from a company email they previously opted into.<br />Source: Exaact Target 2001<br />
  10. Dear, <br /><insert name here ><br />
  11. Internet users in the US….<br />…spend 3 times more time on the social networks and blogs…<br />…than they do in Email<br />Source: Neilson Company 2009<br />
  12. Use of Social Media as a Business Information Resource by Industry<br />Real Estate and Construction<br />Healthcare <br />Media and Entertainment<br />Automotive <br />Computers and Software<br />Food and Beverage<br />Where are buyers increasingly hanging out?<br />Business.com Social Media Benchmarking Study 2009<br />
  13. Access to social and traditional web content now equalized<br />13<br />
  14. Question 1: <br />What exactly is CRM used for?<br />Question 2: <br />Where are these customers that we want to have that relationship with?<br />Question 3: <br />And what do these prospects and customers expect?<br />
  15. 42 %<br />Share Opinion<br />Interact with Brands<br />23 %<br />Today’s Customer Expectations<br />2011 IBM Study – “From Social Media to Social CRM” <br />
  16. 61% want Discounts<br />55% want to make a Purchase<br />BUT…<br />53% want to learn more about what you sell. <br />IBM - From Social Media to Social CRM <br />
  17. Engagement Not Data<br />Expert Answers<br />Minimal Latency<br />Global Competency but Local Relevancy<br />customer relationshipexpectations in the 21st century<br />
  18. Why here?<br />Why you?<br />
  19. Engagement Not Data<br />Expert Answers<br />DISTRIBUTION<br />Minimal Latency<br />Global Competency but Local Relevancy<br />DEMAND<br />PRODUCTION<br />IDEATION<br />cRm happens across the programs YOU manage that connect…<br />
  20. …people like them..<br />
  21. …your internal experts<br />
  22. …your partners and suppliers…<br />
  23. …and those at the edge.<br />
  24. This is the Customers Expectation of <br />CRM<br />
  25. So what about traditional crm?<br />
  26. It’s Vital.<br />
  27. cRm<br />=<br />True customer Relationship Management<br />+<br />+<br />crm<br />+<br />Its about identifying Intent and Expertise Fulfillment<br />27<br />sameer.patel@sovosgroup.com| @sameerpatel <br />
  28. But we need to move on beyond Programmatic Metrics….<br />
  29. …and focus on Business Performance<br />
  30. Thanks.<br />Sameer Patel<br />Twitter: @sameerpatel<br />Blog: pretzellogic.org<br />sameer.patel@sovosgroup.com<br />Web: sovosgroup.com<br />

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