Esteban Kolsky, Esteban provides practical guidance on how to build and leverage CRM's single view of the customer to deliver a superior customer experience and improve profitability.

1. Clarity in the Clouds
What are the Real Benefits of Cloud-Based CRM?
Esteban Kolsky
@ekolsky

2. CRM
360

4. IaaS
PaaS
SaaS
S
S
S
S
P
P
P P
I
I
I
I
connectivity
database
legacy
internet
security
business rules
compliance
directory
presentation
validation
interaction
personalization
before we go anywhere, let me define cloud

5. demographic
operational
behavioral
attitudinal
sentimental
who the
customers
are
how
efficiently
the
business
operates
what
customers
do and
how they
work
how
effectively
the
business
operates
how the
customers
feel about
business,
products,
services
as
expressed
publicly
crm
social crm
“big data”CRM 360 is all about data…

6. how to make CRM 360 a reality?
data
purpo
se
custo
mer
intera
ction

7. in other words…
how to leverage the value behind the hype
of today’s technologies to create a
collaborative enterprise…
• leverage big data (data)
• leverage social (interaction)
• leverage collaboration (purpose)

8. how to resolve the equation?
• must be customer centric
• must be a combination of processes,
technology, people, metrics, and
governance – not just one thing
• must be in the cloud
– infinitely scalable
– easy integration
– secure and compliant

9. security in the cloud
S
P
I
S
P
I
S
P
I
S
P
I
S
P
I
S
P
I
security
service
security token, created and managed by PaaS
resolving issues of security leads to compliance, plausible integration

10. integration #1: saas-saas
S
P
I
S
P
I
S
P
I
S
P
I
SaaS-SaaS integration, within
the application, leveraging the
cloud
similar to existing, uses service
calls, middleware

11. Integration #2: paas-paas
S
P
I
S
P
I
S
P
I
S
P
IPaaS-PaaS integration,
leveraging the cloud, no need for
middleware,
easiest for elasticity (scale out),
establish once, reuse many
times as necessary
resolving issues of integration leads to scalability

12. scalability in the cloud
design for
scalability in
the cloud
scalability
must occur in
two ways –
up and out
define
scalability by
Capacity
Availability
Performance
cloud scalability
the entire concept of cloud computing was conceived for scalability sake

13. and when you put it all together…
• personalized, complete, and timely
interactions…
• that yield value, helps users and
customers make decisions using proper
data…
• using effective, repetitive, customer-centric
processes that have a purpose

16. five truths of CRM 360
• aim for CRM 270-300ish…
• without a customer, there ain’t 360
• have a purpose for the data you use
• cloud is a must to see data flows thrive
• think ecosystem, not closed system
you will never know all you want
just what you need

17. let’s talk…

18. Thank You
Esteban Kolsky
http://thinkjar.net @ekolsky