Extreme CRM Makeover by Graham Hill
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Extreme CRM Makeover Prepared for the CRMA Netherlands by Dr Graham Hill, designthinkers.nl Ede, 9 September
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Prepared for the CRMA Netherlands by Dr Graham Hill, www.designthinkers.nlEde, 9 September
Transcript of Extreme CRM Makeover by Graham Hill
ExtremeCRM MakeoverPrepared for the CRMA Netherlands by Dr Graham Hill, designthinkers.nlEde, 9 September
Is CRM still Working?
CRM is dead!Long live CRM
CRM Works!50,000 experiments
CRM Really Works£350m given back
But... CRM hasProblems
And they areGetting Worse!
Seven days to anExtreme CRM Makeover
Be Creative!
Day1What do Customers Really Value?
Quote…“Customer’s perceived preference for and evaluation of those product attributes, attribute performance, and consequences arising from use that facilitate achieving the customer’s goals and purposes in use situations”
…UnquoteRobert Woodruff
Mission PossibleDay 1Go talk tocustomers, ex-customers and non-customers
VOC is
Not Enough
‘Genchi Genbutsu’Go See for Yourself
Quote…“People don't want to buy a quarter-inch drill. They want a quarter-inch hole!”
…UnquoteTed Levitt
JOB
…Make a 6mm hole in a plaster wall
e.g. to hang-up a towel
We ‘Hire’ Tools to do Jobs
Tools Change, Jobs Don’t
193533 RPM
LP Record
1970Tape
1990CD-ROM
2008iPodGold
Edition
188078 RPMRecord
Job: Listen to recorded music at home
What’s theCustomer’s Job?
10m
The cutting edgeof Innovation
A brave new worldof Applications
Day 2How do Customers Consume Value?
One Touchpointat a time
Mission PossibleDay 2Map out thecustomer’s journeyfrom start to finish
Customer
Journey
Contextual
Mapping
CustomerPersonas
Fly theFriendly Skys
Improving theExperience
Improving theExperience
Day 3How is Value Co-Created with Others?
Value is alwaysCo-Created
Co-creation is aBalancing Act
Mission PossibleDay 3Map out thevalue co-creationdrivers
What do youBring to the Party?
MassCustomisation
CrowdsourceInnovation
20m
PowerBy the Hour
Day 4What Capabilities do You Need to Co-Create Value
Pull all theRight Levers
Mission PossibleDay 4Audit your co-creationcapabilities
Capabilities Everywhere
Ric
h c
ust
om
er
& p
rod
uct
data
colle
ctio
n
Com
mon
cu
stom
er
& p
rod
uct
data
base
Cu
stom
er
& p
rod
uct
in
sig
ht
gen
era
tion
Cu
stom
er
& p
rod
uct
in
sig
ht
shari
ng
Cu
stom
er
con
tact
ru
les
Com
mon
com
pan
y v
alu
es
Part
ner
inte
gra
tion
Com
mon
perf
orm
an
ce m
easu
res
Con
tact
op
tim
isati
on
Inte
gra
ted
mark
eti
ng
act
ivit
ies
Lead
sh
ari
ng
& m
an
ag
em
en
t
Info
rmati
on
sh
ari
ng
Sh
are
d s
erv
ice s
tan
dard
s
Perf
orm
an
ce r
ew
ard
s &
in
cen
tives
Seg
men
tati
on
of
cust
om
ers
Hou
seh
old
ing
of
cust
om
ers
Use
of
an
aly
tics
an
d m
od
elli
ng
Valu
e-b
ase
d c
ust
om
er
man
ag
em
en
t
Str
ate
gic
cam
paig
n m
an
ag
em
en
t
Inte
gra
ted
lead
man
ag
em
en
t
Ch
an
nel in
teg
rati
on
Off
er
con
fig
ura
tion
& p
rici
ng
Rig
ht
chan
nelli
ng
Cu
stom
er-
focu
ssed
serv
ice
Info
rmati
on
fu
lfilm
en
t
Pro
vid
ing
a c
on
sist
en
t exp
eri
en
ce
Leading
Optimising
Practicing
Developing
Aware
No Capability
Managing Customers by
their Value
Aligning Marketing
Strategy with Value & Needs
Managing the Customer
Experience
Collaborating Across the Company
Managing Customer
Information as a Strategic Asset
Managing Relationships with Retailers
Current Level
3Yr Target Level
Priority improvement opportunities
100 Day Target
1 Yr Target Level
Improving theAirport Experience
MakingCRM Lean
Managingfor Value
Day 5The Art of Collaboration
Work is aTeam Game
Mission PossibleDay 5Survey staffinternal socialnetworks
How work isReally Done
NetworkedInnovation
CreatingSocialtext
Diving internalSocial Networks
Day 6Engage withCustomerCommunities
Customersare Talking
30m
Mission PossibleDay 6Listen to whatcustomers aresaying about you…And engage
CustomerCommunities
Call theBuschtaxi(.de)
‘Lurking’ forStarwood
EnableCustomer Networks
Does ComcastReally Care?
Day 7CustomerDevelopment…One Step at a Time
Learning byDoing
Learning
by Doing
Mission PossibleDay 7Create an A3 foryour ‘CustomerDevelopment’
Fifty A4 pages…into One A3 Page
Managing
Repurchase
€1M Campaignon one A3 page
Portfolio of Options
GetStarted
Deg
ree o
f D
evelo
pm
en
t
Phase 1
Analytics Datamart
Time
Phase 2 Phase 3 Phase 4
Customer AnalyticsCore ProcessesCampaign Design
ConsolidateBenefits
DailyBusinessStandardised IT
Process KaizenStandard Campaign
Daily BusinessBusiness KaizenExpand & Extend
Pilot RetailersBusiness Case
DeliverEarly
Benefits
Mktg DatamartAutomated DataPredictive ModelsActivity KaizenPiloting Campaign
Value created in this phase must pay
for itself AND the next phase
All Retailers
Business Case
Building a
Disruptive CMS
It’s NOTRocket Science!
It’s NOT the SizzleIt’s the Steak
It’s NOTMonopoly Money
Are YOU Ready…For an Extreme CRM Makeover?
Thank You
Dr. Graham [email protected]+ 49 170 487 6192www.linkedin.com/in/grahamhillwww.customerthink.com/gurublog/graham_hillwww.twitter.com/grahamhill
