SlideShare a Scribd company logo
 
Skype 2005 – EBay purchased for $2.6 billion
The Social Customer
[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],The Social Customer?
Source:  A Typology of Information & Communication Technology Users – Pew Internet & American Life Project The Social Customer? Group Name Adult Pop. % Age Group Elite Tech Users 31% 20s - early 40s Middle-of-the-Road Tech Users 20% 30s – late 40s Few Tech Assets 49% 50s – 60s+
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Social Customer?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Social Customer?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Social Customer?
Source: Brian Solis The Social Customer?
Definition
[object Object],[object Object],CRM YET…..
[object Object],[object Object],[object Object],[object Object],CRM
“ CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment” CRM 1.0
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Old Terminology
 
“ CRM is a philosophy & a business strategy, supported by a technology platform, business rules, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” CRM 2.0
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],New Terminology
 
[object Object],[object Object],From CRM 1.0 to CRM 2.0
"CRM is no longer just a model for managing customers but one of customer engagement" From CRM 1.0 to CRM 2.0
Strategy/Business Model
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Business, Little Fella:
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Kazbah ,[object Object]
E-zine highlighting the independent designers from the Kazbah ,[object Object]
[object Object]
Social Network by invitation for trend-setters ,[object Object]
Copyright BPT Partners & Cerado The Street Team ,[object Object]
Copyright BPT Partners & Cerado Street Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Over 8000 advocates for street team
[object Object],[object Object],[object Object],Source: Simultaneous Media Usage Study, BIGresearch Source: Doubleclick Electronics Sales Influence Percentage Word of Mouth 42.6% Article 34.1% TV 32.3% Newspaper Insert 32.0% In-store promo 27.2% Media Influencer Non-Influencer Internet 39% 28% TV 18% 11% Radio 12% 9% Magazine 3% 1% Newspaper 2% 1%
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Authenticity and trust is what matters – more than even the “consistency” of the message
[object Object],[object Object],[object Object],[object Object],Hearing Whispers……. Source: How consumer conversation will transform business – PricewaterhouseCoopers, 2007
The Tools
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Transaction Interaction Infrastructure/Platform
CRM 2.0: The Social Stack Source: Thomas Vander Wal, Personal InfoCloud
The Communities
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Networks/Communities
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Networks/Communities
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Networks/Communities
[object Object],[object Object],[object Object],[object Object],[object Object],Social Networks/Communities
 
The Details: Don’t Sweat ‘Em, But There Are Quite a Few
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM 2.0 Strategic Elements
The 360° view of the customer is no longer the holy grail. It’s a pre-requisite.
The new holy grail: A company like me
The Vendors
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Vendors: Roadmap
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Vendors: Roadmap
Closing Time
Source: CRM 2.0 Wiki (http://crm20.pbwiki.com) CRM 1.0 Features/Functions   CRM 2.0 Features/Functions Customer facing features - sales, marketing & support. Still isolated from back office, supply chain Fully integrated into an enterprise value chain that includes the customer as part of it   Tools are associated with automating functions Integrates social media tools into apps/services: blogs, wikis, podcasts, social networking tools, user communities    Automate interaction history for lead nurturing and relationship building   Utilize knowledge in context to create meaningful conversations  Models customer processes from the company point of view  Models company processes from the customer point of view     Recognizes that the customer relationship encompasses information-seeking and information-contributing behavior   Resided in a customer-focused corporate business ecosystem   Resides in a customer ecosystem   Utilitarian, functional, operational   All those plus style and design matter   Marketing focused on processes that sent improved, targeted, highly specific corporate messages to customer Marketing is front line for creating conversation with customer - engaging customer in activity and discussion - observing and re-directing conversations among customers   Business produces products & creates services for customer Business is an aggregator of experiences, products, services, tools and knowledge for the customer   Intellectual Property protected with all legal might available Intellectual property created and owned together with the customer, partner, supplier, problem solver     Business focus on products and services that satisfy customers   Business focus on environments & experiences that engage customer   Tactical and operational   Strategic   Customer strategy is part of corporate strategy   Customer strategy IS corporate strategy   Innovation from the designated   Innovation from both internal and external sources   Focus on Company <> Customer Relationship   Focus on all iterations of the relationships (among company, partner(s), customer(s)) and specifically on identifying, engaging and enabling the &quot;influential&quot; nodes   Company manages the relationship with the customer The customer collaborates with the company   Technology focused around operational aspects of sales, marketing, support Technology focused on both the operational and the social/collaborative and integrates the customer into the entire enterprise value chain Relationship between the company and the customer was seen as enterprise managing customer - parent to child to a large extent Relationship between the company and the customer must be peer to peer (C2P or P2C so to speak) and yet the company must still be an enterprise in all other aspects.    Definition is: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment   Definition is: CRM 2.0 is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.  It's the company's response to the customer's ownership of the conversation.   Insights and effectiveness were optimally achieved by the single view of the customer (data) across all channels by those who needed to know. Based on &quot;complete&quot; customer record and data integration   Insights are a considerably more dynamic issue and are based on 1. customer data with single view being important; 2. customer profiles and the social characteristics associated with them 3. customer participation in the activity acquisition of those insights
Author: CRM at the Speed of Light (4th Edition, February 2009) President: The 56 Group, LLC Managing Partner/CCO: BPT Partners, EVP: National CRM Assn. Co-Chair: Rutgers CRM Research Center Named #1 CRM Influencer (Non Vendor) by InsideCRM 2007 Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM CRM Magazine 2008 Top Influencer PGreenblog:  http://the56group.typepad.com Email:  [email_address] Twitter:  http://www.twitter.com/pgreenbe Cell phone: 703-551-2337 THANK YOU

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What The Hell Is Crm 2 2008

  • 1.  
  • 2. Skype 2005 – EBay purchased for $2.6 billion
  • 4.
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  • 6.
  • 7. Source: A Typology of Information & Communication Technology Users – Pew Internet & American Life Project The Social Customer? Group Name Adult Pop. % Age Group Elite Tech Users 31% 20s - early 40s Middle-of-the-Road Tech Users 20% 30s – late 40s Few Tech Assets 49% 50s – 60s+
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Source: Brian Solis The Social Customer?
  • 14.
  • 15.
  • 16. “ CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment” CRM 1.0
  • 17.
  • 18.  
  • 19. “ CRM is a philosophy & a business strategy, supported by a technology platform, business rules, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” CRM 2.0
  • 20.
  • 21.  
  • 22.
  • 23. &quot;CRM is no longer just a model for managing customers but one of customer engagement&quot; From CRM 1.0 to CRM 2.0
  • 25.
  • 26.
  • 27.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. Authenticity and trust is what matters – more than even the “consistency” of the message
  • 40.
  • 42.
  • 43. CRM 2.0: The Social Stack Source: Thomas Vander Wal, Personal InfoCloud
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.  
  • 50. The Details: Don’t Sweat ‘Em, But There Are Quite a Few
  • 51.
  • 52. The 360° view of the customer is no longer the holy grail. It’s a pre-requisite.
  • 53. The new holy grail: A company like me
  • 55.
  • 56.
  • 58. Source: CRM 2.0 Wiki (http://crm20.pbwiki.com) CRM 1.0 Features/Functions   CRM 2.0 Features/Functions Customer facing features - sales, marketing & support. Still isolated from back office, supply chain Fully integrated into an enterprise value chain that includes the customer as part of it   Tools are associated with automating functions Integrates social media tools into apps/services: blogs, wikis, podcasts, social networking tools, user communities    Automate interaction history for lead nurturing and relationship building   Utilize knowledge in context to create meaningful conversations  Models customer processes from the company point of view  Models company processes from the customer point of view     Recognizes that the customer relationship encompasses information-seeking and information-contributing behavior   Resided in a customer-focused corporate business ecosystem   Resides in a customer ecosystem   Utilitarian, functional, operational   All those plus style and design matter   Marketing focused on processes that sent improved, targeted, highly specific corporate messages to customer Marketing is front line for creating conversation with customer - engaging customer in activity and discussion - observing and re-directing conversations among customers   Business produces products & creates services for customer Business is an aggregator of experiences, products, services, tools and knowledge for the customer   Intellectual Property protected with all legal might available Intellectual property created and owned together with the customer, partner, supplier, problem solver     Business focus on products and services that satisfy customers   Business focus on environments & experiences that engage customer   Tactical and operational   Strategic   Customer strategy is part of corporate strategy   Customer strategy IS corporate strategy   Innovation from the designated   Innovation from both internal and external sources   Focus on Company <> Customer Relationship   Focus on all iterations of the relationships (among company, partner(s), customer(s)) and specifically on identifying, engaging and enabling the &quot;influential&quot; nodes   Company manages the relationship with the customer The customer collaborates with the company   Technology focused around operational aspects of sales, marketing, support Technology focused on both the operational and the social/collaborative and integrates the customer into the entire enterprise value chain Relationship between the company and the customer was seen as enterprise managing customer - parent to child to a large extent Relationship between the company and the customer must be peer to peer (C2P or P2C so to speak) and yet the company must still be an enterprise in all other aspects.    Definition is: CRM is a philosophy & a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment   Definition is: CRM 2.0 is a philosophy & a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.  It's the company's response to the customer's ownership of the conversation.   Insights and effectiveness were optimally achieved by the single view of the customer (data) across all channels by those who needed to know. Based on &quot;complete&quot; customer record and data integration   Insights are a considerably more dynamic issue and are based on 1. customer data with single view being important; 2. customer profiles and the social characteristics associated with them 3. customer participation in the activity acquisition of those insights
  • 59. Author: CRM at the Speed of Light (4th Edition, February 2009) President: The 56 Group, LLC Managing Partner/CCO: BPT Partners, EVP: National CRM Assn. Co-Chair: Rutgers CRM Research Center Named #1 CRM Influencer (Non Vendor) by InsideCRM 2007 Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and InsideCRM CRM Magazine 2008 Top Influencer PGreenblog: http://the56group.typepad.com Email: [email_address] Twitter: http://www.twitter.com/pgreenbe Cell phone: 703-551-2337 THANK YOU