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Customer Experience Marketing
                  The New CRM

gianfranco cuzziol
head of everywhereCRM

cuzziol.blogspot.com
gianfranco@cuzziol.com
@iamgfc


emerce connect amsterdam december 2011
an apology




emerce connect amsterdam december 2011
how many of you are marketers?




emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
Search for VW Darth Vader Commerial


emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
What’s our Facebook Page Going to Look Like?

                  What’s our Facebook Strategy?


                  What’s our Social Strategy?


                  What’s our CRM Strategy


                  What’s our Strategy?

emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
what CRM actually means?




emerce connect amsterdam december 2011
What CRM actually means?



CRM is a philosophy with the audience at its heart.

                        It is two-way interaction

      It is designed to strengthen the connection

It HAS to be              beneficial to the audience as well as
                                 the Brand.

      The consumers shape how they want to engage


emerce connect amsterdam december 2011
the world of CRM is changing


Lets for the sake of argument call the future CRM v3.15


• If you wait for the future it will pass you by

• Its about making life easier/better

• No longer based on ‘batch’ processing

• it’s not controlled by the Brand




emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
ownership cycle
                  engage customers when they’re most eager to hear from you
emotions in
Customer




                                                     Key customer
                                                  ’ moments of truth ‘




         emerce connect amsterdam december 2011
and sometimes when they don’t expect it




emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
in store




                         Search for Best Buy Digital Blue Shirts


emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
what do we see when we talk CRM?




          Good CRM                             Bad CRM

Valued, relevant, engaging,               Intrusive, pushy,
           useful                            irrelevant,
                                         exploitative, salesy
  Good for the customer &
     the organisation                          One way




emerce connect amsterdam december 2011
CRM Touch-Points




emerce connect amsterdam december 2011
the sweet smell of a good experience




emerce connect amsterdam december 2011
what good CRM looks like?




emerce connect amsterdam december 2011
the new CRM

   Is

   Everywhere

   AND

   Enywhere

emerce connect amsterdam december 2011
how many of you remember these?




              how many of you actually influence these?

emerce connect amsterdam december 2011
these are what crm is all about




                           it’s about marketing…
                     …..and the experiences we create
emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
spicy pepperoni please




emerce connect amsterdam december 2011
going dutch




emerce connect amsterdam december 2011
wakey wakey !!




emerce connect amsterdam december 2011
emerce connect amsterdam december 2011
online




                               Search for Google Checkout


emerce connect amsterdam december 2011
the 3 questions to ask about your CRM




emerce connect amsterdam december 2011
3 things to remember




emerce connect amsterdam december 2011
the new crm

IT’S ALL ABOUT THE EXPERIENCE
thank you
                              gianfranco@cuzziol.com
                                      @iamgfc
                                +44 (0)750 6699795


   cuzziol.blogspot.com             www.linkedin.com/in/gcuzziol   twitter.com/iamgfc




emerce connect amsterdam december 2011

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Emerce connect december 2011 gianfranco cuzziol 131211 final (4)