Emily Griebel, Integration Architect at McKee Wallwork & Company, shares her thoughts on why CRM programs should be designed to foster customer relationships, not manage them. Takeaways from her presentation will include how to: - Better court your customers - Utilize marketing channels appropriately - Treat customers like they want to be treated

2. I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)
About Me
Emily H. Griebel
Integration Architect, McKee Wallwork Cleveland
@MWCemily | egriebel@mwcmail.com
www.StalledStuckorStale.com

3. Active Participation
! #MarketingSummit | #iHateCRM
! @BrightTALK | @MWCemily
! Questions during/answers at end
! Check out Attachments
! Let’s stay in touch!
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

5. CUSTOMER RELATIONSHIP
MANAGEMENT
! Cold
! Unfriendly
! Impersonal
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

6. THE CRM CONCEPT
! Warm, loving relationship
! Customers don’t need to be managed
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

7. I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

9. COURTING
“Trying to gain something such as somebody’s
attention or admiration by behaving in ways
that are intended to attract or encourage it.”
Source: Encarta Dictionary
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

10. 1. Trying TO GAIN SOMETHING such as somebody’s
attention or admiration by behaving in ways that
are intended to attract or encourage it.
! Awareness
! Trial
! Respect/Credibility
! Preference
! Sales/Margins
! Repetition
! Referrals
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

11. 2. Trying to gain something such as SOMEBODY’S
ATTENTION or ADMIRATION by behaving in ways
that are intended to attract or encourage it.
! Demographics
! Lifestyle
! Behavior
! Attitudes
! Perceptions
! Wants & Needs
! Speak their language
! Clever
! Charming
! Surprising
! Delightful
! Understanding
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

12. 3. Trying to gain something such as somebody’s
attention or admiration by BEHAVING IN WAYS
THAT are intended to ATTRACT OR ENCOURAGE it.
! Careful
! Deliberate
! Loving environment
! Grow & change with them
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

13. CUSTOMER RELATIONSHIP
MANAGEMENT
! Open
! Honest
! Flexible
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

14. OPEN
! Pass through freely/no barriers
! Access to the inside/transparent
! Frank and sincere
Source: Encarta Dictionary
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

15. HONEST
! Truthful
! Morally upright
! Respectable
! Unpretentious Source: Encarta Dictionary
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

16. FLEXIBLE
! Adapt to new situation
! Bend repeatedly without damage
! Subject to influence
Source: Encarta Dictionary
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

17. THE 3 TRAITS:
! Openness
! Honesty
! Flexibility
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

18. Treat customers how they
want to be treated.
Not how we think they
want to be treated.
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

19. CRF Customer Relationship Fostering
CRN Customer Relationship Nurturing
CR Customer Relationship
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)

20. Q & A
Emily H. Griebel
Integration Architect, McKee Wallwork Cleveland
@MWCemily | egriebel@mwcmail.com
I Hate the Term CRM (#iHateCRM) ▪ Emily Griebel (@MWCemily)