SlideShare a Scribd company logo
TheŃNewŃCustomerŃRelationshipŃLandscape
http://www.flickr.com/photos/lifeasart/
“blog”
“blog”
“ajax”
28,000
companies
Product Ideation
New Products,
New Uses
Immersive Testing
Buyers, Features,
Pricing, Service
Launch
Buzz, Promotion,
Marketing
Customer Service
Problems, Questions,
Ideas
Where Social Media
meets Customer Service
Product Ideation
New Products,
New Uses
Immersive Testing
Buyers, Features,
Pricing, Service
Launch
Buzz, Promotion,
Marketing
Customer Service
Problems, Questions,
Ideas
Social Effects
Where Social Media
meets Customer Service
http://www.flickr.com/photos/kendrick/
CustomerŃServiceŃwasŃtheŃNewŃMarketing
http://www.flickr.com/photos/claudio_ar/
MostŃcompaniesŃtreatŃcustomersŃlikeŃthis
FAQs
TroubleŃTicketŃSystems
OutsourcedŃCallŃCenters
BadŃmetricsŃ&Ńmeasurements...
LeadŃtoŃthisŃexperience
Friction-freeŃcommunication
TheŃConciergeŃModel
EveryŃbusinessŃneedsŃaŃlobby
AllŃaboutŃCONTROL
Comcast Cares /
Twitter / TechCrunch
5Ńvs.Ń5,000
1 year
later
ItƢsŃbiggerŃthanŃjustŃmarketing
http://www.flickr.com/photos/claudio_ar/
FromŃthis
ToŃthis
http://www.flickr.com/photos/libraryman/
ToŃthis
Losing Control:
8 Steps to Success in a post 2.0 World
WORKŃ
LIKE
THE
NETWORK
BUSINESSESŃTHRIVEŃONŃTHEŃNETWORK
WHENŃTHEYŃADAPTŃTOŃTHEŃNETWORK
NOTŃTHEŃOTHERŃWAYŃAROUND
NetworksŃareŃnothingŃnew
ItŃwasŃaboutŃmovingŃgoods
HIERARCHIES
BECAMEŃ
NECESSARYŃTO
MANAGEŃSCALE
AŃnewŃkindŃofŃnetwork
TheŃeconomicsŃofŃinformationŃhaveŃinverted
ServerŃcrashesŃ<ŃtrainŃcrashes
LinkingŃcreatesŃinfiniteŃvalueŃchains
http://www.flickr.com/photos/takomabibelot/
ValueŃexistsŃexternally
PracticallyŃspeaking...
1. Organizations get that their
customers are out there.
2. Every part of the organizational value
chain is now aware of the customer,
and the impact that can have on their
piece of the business.
3. Most organizations have no idea what
to do about that.
SoŃwhereŃareŃweŃnow?
http://www.flickr.com/photos/bachmont/
WAYS
ORGANIZATIONS
AREŃCHANGING
FROM
CONTROL
TO
CACOPHONY
(1)
YOUƢRE
JUST
A
NODE
(1)
http://www.flickr.com/photos/generated/
HomeŃsweetŃhome
CustomersŃleadŃtheŃconversation
ChangeŃhappensŃfasterŃthan
organizationsŃcanŃprocess
WeŃcanŃhandleŃit
“TheyŃwalkŃfastŃandŃtheyŃwalkŃ
adroitly.ŃTheyŃgiveŃandŃtheyŃ
take,ŃatŃonceŃaggressiveŃandŃ
accommodating.ŃWithŃtheŃ
subtlestŃofŃmotionsŃtheyŃsignalŃ
theirŃintentionŃtoŃoneŃanother.”
WilliamŃWhyte,ŃCityŃ(1969)
AŃwillingnessŃtoŃiterate
http://www.flickr.com/photos/oskay/
FROM
PROCESS
TO
FLOW
(2)
FromŃhierarchy
ToŃsomethingŃaŃlittleŃmoreŃimprovisational
WaterfallŃtoŃwashingŃmachine
http://www.slideshare.net/leisa/
FROM
DOCUMENTATION
TO
COLLABORATION
(3)
FROM
PREVENTION
TO
RECOVERY
(4)
FearŃofŃcompetition
ImpossibleŃtoŃHide
DiggŃRevolts
YouaŃCulpa
PixarŃisŃaŃcommunityŃinŃtheŃtrueŃsenseŃofŃtheŃ
word.ŃWeŃthinkŃthatŃlastingŃrelationshipsŃ
matter,ŃandŃweŃshareŃsomeŃbasicŃbeliefs:ŃTalentŃ
isŃrare.ŃManagementƢsŃjobŃisŃnotŃtoŃpreventŃ
riskŃbutŃtoŃbuildŃtheŃcapabilityŃtoŃrecoverŃ
whenŃfailuresŃoccur.ŃItŃmustŃbeŃsafeŃtoŃtellŃtheŃ
truth.
-EdŃCartmill,ŃPresident,ŃPixarŃ(HarvardŃBusinessŃReview)
FROM
HIDDEN
TO
SHARED
(5)
SecrecyŃisŃobsolete
ItƢsŃnotŃclearŃwhereŃyourŃinterestsŃend
andŃothersŃbegin
EdgesŃeverywhere
EdgesŃeverywhere
EdgesŃeverywhere
EdgesŃeverywhere
FROM
OWNERSHIP
TO
STEWARDSHIP
(6)
InŃtheŃserviceŃofŃaŃhigherŃpurpose
WhenŃweŃtryŃtoŃpickŃoutŃ
anythingŃbyŃitself,ŃweŃfindŃitŃ
hitchedŃtoŃeverythingŃelseŃ
inŃtheŃuniverse.Ń
-ŃJohnŃMuir
“AboutŃweekŃ3,ŃIŃrealizedŃIŃwasnƢtŃinŃchargeŃ
anymore.”Ń-TedŃRheingold,ŃCEO,ŃDogster
GoogleŃaimsŃtoŃbeŃaŃstewardŃforŃtheŃ
InternetƢsŃdecentralizedŃnature,
itsŃcoreŃsocialŃgood.
1. Customer service?
2. Marketing and Brand development?
3. Product development?
4. Business development?
5. Advertising?
6.Human Resources?
WhatŃdoesŃallŃthisŃmeanŃfor...
In Summary
http://www.flickr.com/photos/claudio_ar/
http://www.flickr.com/photos/libraryman/
ThreeŃthings
1. Organizations get that their
customers are out there now.
2. Every part of the organizational value
chain is now aware of the customer,
and the impact that can have on their
piece of the business.
3. Most organizations have no idea what
to do about that.
http://www.flickr.com/photos/kendrick/
BigŃchangesŃinŃstoreŃfor:
1. Customer service
2. Marketing and Brand development
3. Product development
4. Business development
5. Advertising
6.Human Resources
http://www.flickr.com/photos/blackbeltjones/
Lane Becker
Email me at lane@getsatisfaction.com
AIM me at monstro9
On Twitter @monstro
On Facebook at /laneb
Or even give me a call at 1-415-867-1708

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The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09