Presented on 27 Nov in London at an event hosted by IBA Group. www.ibagroupit.com Mark Hillary discusses a new focus on both CRM and Big Data led by a change in the way that customers communicate with organisations

1. mark hillary
CEO, Carnaby
Writer (books) – blogger (huffpo)

2. what is carnaby?
create content and help you use it
one-stop for help creating blogs and
using content for branding or lead gen

3. Big picture: CRM & BD
Big Data is rarely understood by the
popular media (IoT confusion)
CRM is much maligned thanks to so
many failed installations
Why are we talking about these topics
again now?

4. customers
the world of the customer across all
industries has changed in just the past
6-7 years
iPhone 2007
social media 2008
ability to always access information
ability to broadcast and question on
multichannels

5. channel explosion
almost all consumers are familiar with
multichannel service – they use at
least 6 channels regularly
Voice – email – chat – twitter –
facebook – tripadvisor – forums -
whatsapp

6. communication
the way customers engage has been
turned upside down
no longer a fixed requirement to call an
0800 number or email
customers may talk about you without
directing info at you – but you must
answer!

7. no longer service
no longer about customer service
customer relationship management
[CRM]
now you need to engage and actively
manage the customer relationship

8. analysis
this requires some serious technology
you need to analyse comment,
determine sentiment, and glean info
from a mass of data
all industries, all customers

9. intelligence
this is not just about answering
customer tweets
engagement = better service to
customers and a deeper insight into
what they want from you
we are talking about increased sales

10. loyalty
if you know your customers, and their
behaviour, and their needs you can
target actions to increase loyalty
forget about loyalty cards, identify
your influential customers and reward
them directly
use the data to target rewards that
promote loyalty

11. changes ahead
we are talking tech and customers
however
corporate change is ahead because of
the projects we are working on
customer service will become
customer relationship and will blend
marketing, advertising, PR, R&D,
operations…

12. summary
CRM and Big Data have been
misunderstood for too long
customers in all industries are
changing behaviour and there is now
a mass of data that needs to be
managed and analysed
Customer service used to be about
managing call centres – now it’s about
using data to engage with customers

13. get in touch – mark hillary
mark@carnaby.com.br
@markhillary [twitter/instagram]
linkedin.com/in/markhillary