This document discusses how organizations can create unique customer experiences through a customer relationship management (CRM) approach. It notes that customer expectations are growing while experiences are often inconsistent or irrelevant. The CRM landscape is challenging due to siloed data and lack of a complete customer view. To overcome these challenges, the document recommends building a customer journey approach founded on four pillars: breaking through barriers with data and insights; innovating everywhere through integrated cloud services; creating faster impact with modular solutions; and adapting to change through agility and transformation. A CRM approach can help organizations better understand customers, anticipate needs, and deliver personalized experiences to build loyalty. The key is combining enabling technology with a customer-centric culture and engaged employees.

1. Create Unique Experiences
through a CRM Approach
Stavros Kontos
Senior Solutions Manager | CRM & Customer Journey Management

2. Agenda
• The CRM Landscape
• Change is inevitable
• The Customer Journey
• The foundation to break through
• Enabling Unique Experiences

3. CRM Vs Chaos
Why fail?
Siloed Data-Digital failure
Poor Planning – Lack of Vision
Misalignment between Software
Capabilities and Business Needs
Lack of training-Inability to act on
Insights

4. Customer expectations are
growing
of consumers are more likely to shop
with brands who recognize, remember,
and provide relevant offers and
recommendations.
Today’s experiences are
falling short
91%
81%
65%
74%
61%
of buyers want brands to get
to know them and understand when to
approach them and when not to.
of consumers are frustrated by
inconsistent experiences across
channels.
of customers are frustrated by the
irrelevant content they are exposed.
of customers stopped doing business
with at least one company last year
because of poor customer experience.
Accenture McKinsey

5. The CRM Landscape
The Challenges
• Customers and data comes from too many sources
• Lack of an enterprise complete view of Customer
• CRM has far greater value than only supporting teams (ex. Sales-Service)
• CRM in some companies is fragmented across the organization (some departments having their
own CRM)

6. • Artificial intelligence becomes standard in CRM software
• The rise of voice technology and natural language processing (NLP) in CRM
• Automation and self-service
• Customer data platforms become essential in CRM
The CRM Landscape
What is shaping the Market

7. • Single source of customer truth would create a significant value for companies
• Increasingly using CRM to infuse data from disparate systems or sources
• More personalization
• Focused on Increasing customer satisfaction
• Insights from Humans & AI
• CRM is a digital transformation enabler
• CRM is offering advanced analytics – real time.
The CRM Landscape
The Trends

8. Any channel, anytime, anywhere
Customers WANT to interact, purchase, talk about your offerings, when,
where, how, and what they desire.
Two Super Megatrends cannot be missed
1
2
My Time
In today's complex environment, consumers value more than anything
else Time! They don’t want to spend too much time with you!

9. Change is inevitable
• Reimagine the way
• Align technology and strategy
• Reframe service to deliver better experiences

10. Why change is inevitable
YESTERDAY TODAY
Start with a web form or phone call Start with orchestrated brand experiences Buyers expect unique personalized like
experiences – ​self-guided interactions.
Seller led Buyer choice Buyers self educate, expect the seller to know
who they are, where they are in that process.
Customer knowledge limited to
incomplete CRM entries Unified customer understanding To predict, proact, and differentiate the
experience
Buying funnels Non-linear journeys that flow between
different departments
Bring enhanced CRM capabilities to automation
and end-to-end journeys
Target leads Identify and engage key stakeholders early Sellers understand roles and the buying team
(Marketers – future)

11. Why change is inevitable
What do teams
need to do in order
to adapt, and
overcome these
challenges and
thrive in today’s
harsh environment?
Intense Competition
End-to-end
experiences
Complex
Customer
Journeys
Data Silos
Technology
Digital
Transformation
Security -
GDPR
Innovation
Unlock
New Value

12. Critical Facts & Challenges
Digital transformation
• The digital transformation has
accelerated at an
unprecedented rate.
• Teams must quickly adapt to
new technologies, tools, and
platforms.
Customer expectations
• Customer expectations are
higher than ever
• Teams need to deliver
exceptional customer
experiences consistently
Data assets
• Data is a critical asset in
today's digital age
• Teams need to leverage data
to make informed decisions
Customer data
• Teams need to ensure they are
handling customer data
responsibly
• Customers are increasingly
concerned about their data
privacy
Omnichannel
• The customer journey is
becoming increasingly
omnichannel
• Teams need to provide a
seamless customer experience
across all channels
Automation-Workflow
• Teams need to identify and
implement automation
opportunities without
disrupting existing workflows
• Automation is becoming
increasingly prevalent in
business processes
Artificial
Intelligence (AI)
is revolutionizing
the way
businesses
operate

13. Where are we on CX journey? Is there a “Gap”?
Walk Run Fly
Need for
Automation
Execute a Root
Cause Analysis
Poor identification of
weaknesses
Absence of "Customer
Journey Data Hub"
Identify Obstacles such as:

14. The Customer Journey

15. First Level
• how processes work
• are there any friction points ?
• manual steps that can be automated?
Second Level
• but what about the customers' view?
• how do customers interact with our company, our organization?
Customer Journey Layers
See through things

16. A unique Customer Journey through CRM
1.Identify Customer Segments:
Segment your customer
2.Staging:
Define the different stages of the customer
journey (Awareness, Consideration, Decision,
Retention).
3.Workflows:
Set up automated workflows send targeted
materials.
4.Track and Analyze Customer Interactions:
Utilize interaction tracking to monitor how customers
move through the journey, interaction with various
touchpoints.
5.Evaluate Performance:
Use analytical tools to evaluate the performance of
your customer journey .
6.Optimize Customer Journey:
Based on your analysis, optimize the customer journey
to improve performance.
7. Continuous Monitoring and
Optimization:
Continuously monitor the customer
journey, gather feedback, and make
necessary adjustments.

17. Adapt to anything
Break through barriers
Create impact faster
Innovate everywhere
Poorly informed decisions
Siloed progress
Resistant to change
Slow time to value
The foundation to break through
4 pillars to overcome challenges and create unique experiences

18. Pillar 1 | Break through barriers
Harness data
everywhere
Generate
continuous insights
Stay secure and
compliant

19. Pillar 2 | Innovate everywhere
Seamlessly
integrated cloud
Turn any idea
into action
Elevate
teamwork

20. Pillar 3 | Create impact faster
Modular and
purpose-built
Connected
end-to-end
Rapidly deploy
and onboard

21. Pillar 4 | Adapt to anything
Rapidly respond
to change
Reshape and
transform
Be future ready

22. At the end of the Day
The power of Customer Relationship Management (CRM):
• unique experiences
• understand customers better
• anticipate customers’ needs
• provide personalized experiences
• identify touchpoints and design experiences that not only meet but exceed
customer expectations.
But remember, technology is just an enabler.
The real magic happens when we combine it with a customer-centric culture and
engaged employees who are empowered to deliver these unique experiences, using
state of the Art Technology tools.
At the end of the day, our success is measured by the number of customers who
turn into loyal advocates because of the unique experiences we provide.

23. Microsoft Dynamics 365
End-to-end intelligent business applications in the cloud
Purpose-built Productive Intelligent Adaptable

24. Thank you!