Socializing your CRM

Mark Tamis Social Business Forum 2013

Customer relation management (CRM) is a model for managing a company’s interactions with current and future customers. It

involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

CRM Software

Traditional Funnel

It’s a Journey

1. Recognize opportunity/problem in context of a desired outcome

2. Research approaches to attain outcome

3. Consider enabler types (products, services)

4. Compare and price enablers

5. Negotiate and buy enabler(s)

6. Use enablers to produce outcomes

7. Deal with exceptions to expectations

8. Enjoy/regret outcome

9. [repeat]

Source : CSRA http://s.shr.lc/111qIdr

Consumer Decision Journey

“The consumer mindset is transforming from a ‘market of me’ to ‘communities of we,’ which share common interests and tastes.. they are ultimately deciding – and Influencing others – on which retailers have earned their trust and will be rewarded with their patronage.”

1. Recognize opportunity/problem in context of a desired outcome

2. Research approaches to attain outcome

3. Consider enabler types (products, services)

4. Compare and price enablers

5. Negotiate and buy enabler(s)

6. Use enablers to produce outcomes

7. Deal with exceptions to expectations

8. Enjoy/regret outcome

9. [repeat]

Source : CSRA http://s.shr.lc/111qIdr

“CRM is a philosophy and a business strategy,

supported by a technology platform, business rules, workflow, processes

and social characteristics, designed to engage the customer

in a collaborative conversation in order to provide

mutually beneficial value in a trusted and transparent

business environment. It’s the company’s response to the customer’s ownership of the conversation.” - Paul Greenberg

Credit: Flickr winnifredxoxo

How to Scale

Customer Journey Mapping

Touchpoints & Experience Map

From Personas to Patterns

Behaviours and Modeling

Message,Moment, Medium

Enabling Systems

Actionable Insights

Customer Events Tracking

Website Session

Website Session

Website Session

Call Center Question

Loyalty Card Promo Email

Loyalty Card Sign Up

Major Product Purchase in Store

Store all the detail, in time order

filter customer journeys time

filter customer journeys align relative time time

before after

Source: Feb 10, 2012 éwelcome to the Era of Digital Intelligence » Forrester Report

Combine Sources

Machine Learning

Drill Down to Individual Profiles

Build models

Build models

Optimize for Business Outcomes

Conclusions

Conclusions

• Map the Customer Journey

• Capture Events at Touchpoints

• Identity Association

• Complete Profile Data in CRM System

• Build Models and A/B Testing

• Enhance Touchpoints

• Optimize for Business Outcomes