Star wars and social CRM

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Star wars and social CRM

  1. 1. Star Wars & Social CRM<br />Laurence Buchanan<br />@buchanla<br />
  2. 2. First Generation CRM – Technology centric, monolithic<br />
  3. 3. Command and Control<br />
  4. 4. Marketing, Sales & Service forced to comply and enforce<br />
  5. 5. The CRM wilderness years<br />
  6. 6. Agile, focussed fight-back (some early successes)<br />
  7. 7. The Awakening – use the Force<br />
  8. 8. “An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"<br />
  9. 9. In the world of Social CRM “The Force” is the sum of all customer comments, feedback, blogs, tweets, yelps, diggs and sentiment<br />
  10. 10. “The company's response to the customer's control of the conversation.“<br />Paul Greenberg “Time to Put a Stake in the Ground on Social CRM”, July 6th, 2009<br />
  11. 11. The Force can be used for both good and evil!<br />
  12. 12. The light side of the force (from the organisation’s perspective)<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. The dark side of the force<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. So how do you respond?<br />
  23. 23. The ostrich approach<br />
  24. 24. The megaphone approach<br />
  25. 25. The chameleon approach<br />
  26. 26. The dancing dad approach<br />
  27. 27. The command and control approach<br />
  28. 28. The hare and tortoise approach<br />
  29. 29. Hand over control?<br />
  30. 30. Whichever approach you choose… start with the customer<br />
  31. 31. Build a customer-centric vision & strategy<br />
  32. 32. Recognise that from the customers perspective social media sits across the entire customer experience<br />
  33. 33. Prioritise rigorously and provide customers (and customer facing staff) with the tools they need to create value<br />
  34. 34. Measure, be agile and embrace constant change<br />
  35. 35. 35<br />
  36. 36. For more information:<br />E-mail: Laurence.buchanan@capgemini.com<br />Twitter: @Buchanla<br />Blog: thecustomerevolution.com<br />Images: istockphoto.com<br />

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