CRM in the 21st century focuses on customer engagement rather than data. Customers now expect expert answers to their questions and want to interact with companies on social networks and blogs, rather than just through email. They also expect a consistent customer experience across all channels. Effective CRM requires breaking down silos between different business functions and prioritizing customer needs to provide the type of engaged, personalized experiences customers now demand across the entire customer lifecycle.

1. What Customer
Relationship
Management means Sameer Patel
in the 21st Century. @sameerpatel
Blog: Pretzellogic.org
Sovos Group

2. $13 Billion
Gartner- 2011 CRM software market size estimate

3. $13
Billion
Gartner- 2011 CRM software market size estimate

4. 9%
Sameer Patel | Pretzellogic.org | @sameerpatel Gartner - 2011 CRM spend increase 4

5. Question 1:
What exactly is CRM used
for?
Question 2:
Where are these customers that we want to have
that relationship with?
Question 3:
And what do these prospect and customers expect?
5

6. To
Update…
…Forecasts
…Leads
…Contacts
…Opportunities
…Wins
CRM is…..one…giant…contact management
and reporting tool.
6

7. Question 1:
What exactly is CRM used for??
Question 2:
Where are these customers that
we want to have that
relationship with?
Question 3:
And what do these prospect and customers expect?
7

8. ….have
had
exit enough
Customers today....
8

9. 200 Million
Americans
have
registered for
the FTC’s ‘Do
Not Call’ list.
Sameer Patel | Pretzellogic.org | @sameerpatel Source: FTC 2010 9

10. 91% of email
users have
unsubscribed
from a company
email they
previously opted
into.
Source: Exaact Target 2001 10

11. Dear,
<insert name here >
11

12. Internet users in the
US….
…spend 3 times
more time on the
social networks
and blogs…
…than they do in
Email Source: Neilson Company 2009

13. Use of Social Media as a Business Information Resource by
Industry
Real Estate and Construction
Healthcare
Media and Entertainment
Automotive
Computers and Software
Food and Beverage
Where are buyers increasingly hanging out?
Business.com Social Media Benchmarking Study 2009 13

14. Access to social and traditional web content now equalized
Sameer Patel | Pretzellogic.org | @sameerpatel 14

15. Question 1:
What exactly is CRM used for?
Question 2:
Where are these customers that we want to have
that relationship with?
Question 3:
And what do these
prospects and customers
expect?
15

16. Share
42 % Opinion
Interact
23 % with
Brands
Today’s Customer Expectations
2011 IBM Study – “From Social Media to Social CRM” 16

17. 61% want Discounts
55% want to make a Purchase
BUT…
53% want to
learn more about what
you sell.
IBM - From Social Media to Social CRM 17

18. Tenants of
customer
Relationship
management
in the 21 st
Century
18

19. Engagement
Expert Answers
Not Data
Global
Competency
Minimal Latency
but Local
Relevancy
customer relationship expectations in the 21st century 19

20. …people
like
them..
20

21. …your
internal
experts
Sameer Patel | Pretzellogic.org | @sameerpatel 21

22. …your
partners
and
suppliers…
Sameer Patel | Pretzellogic.org | @sameerpatel 22

23. …and
those at
the edge.
Sameer Patel | Pretzellogic.org | @sameerpatel 23

24. This is the Customers
Expectation of
C M 24

25. So what do
we do
about it?
25

26. We’ve designed
a locked-in work
environment for
the last 3
decades. 26

27. CRM Today’s systems-
centric design
HR
assumes we’re
BI Process
optimized to run
our business.
Supply
Finance
Chain
But are we?
27

28. The Value Chain.
Yes. We’re Well Optimized. But For Silos.
28

29. The Value Chain.
The Customer Decides What’s Primary
29

30. Engagement Expert Network.
Not Data Answers
Attached.
Minimal
Latency
Global
Competency
but Local
CRM
CRM
Process.
Relevancy
BI HR
BI Business HR
Process
Supply
Supply Finance
Chain Finance
Chain
Meet 21st Century
Customer Expectations.
© Sameer Patel | Pretzellogic.org | @sameerpatel 30

31. Why here?
Why you?

32. 21st Century customer Relationship management:
Service Sales Marketing
32

33. Engagement Expert
Not Data Answers
DISTRIBUTION
Global
Minimal Competency
Latency but Local
Relevancy DEMAND
PRODUCTION
IDEATION
cRm happens across the entire Demand and Supply Chain.

34. The Opportunity
ENTERPRISE 2.0 – What is it?
The Social Web exposes the true sentiment
and needs of your customers….
Sameer Patel | Pretzellogic.org | @sameerpatel 34

35. The Opportunity
ENTERPRISE 2.0 – What is it?
You own most of the ingredients already….
Sameer Patel | Pretzellogic.org | @sameerpatel 35

36. The Opportunity
ENTERPRISE 2.0 – What is it?
And the collaborative enterprise comes for an
attractive ROI.
Sameer Patel | Pretzellogic.org | @sameerpatel 36

37. Thanks.
Sameer Patel
Twitter: @sameerpatel
Blog: pretzellogic.org
Sameer.Patel@sovosgroup.com