Future of CRM
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Transcript of Future of CRM
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The Future of CRM
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ALookBackwards
Proliferation of touchpoints
The Omni-Channel
Customer
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FuncBonalFocusIgnorestheCustomer
Func%onalsystems
Func%onalorgstructures
E-COMM
LOYALTY POS
MOBILE MKT AUTO
SOCIAL ADS PR
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CorporaBonsareslowtochange
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TheDemiseoftheFunnel
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Talkingvs.Listening
Should Telemarketing be Banned?
Debate.org
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“But you haven’t gotten my blast
email yet.”
“I’ve checked
social media, the
web and your
mobile app. I’m
here to buy.”
TheCustomerLifecycle
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TheShiLofKnowledge
Thepowerandcontrolintoday’ssalesrela3onshipsrestswiththecustomer.
Theynow“manage”therela3onshipstheywanttohavewithbrandsandcompanies,throughtheubiquitousnatureofsocial,mobile,andreal3meconnec3vity.
JamieAnderson,TheCustomerEdge
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85%Ofcustomers18-50haveasmartphone(PewsResearch2015)
90%OfRetailShoppersUseSmartphonesInStores(MarkeBngLand2015)
Today’sCustomer
Retailers must see in-store smartphone usage as an extension of the traditional retail experience …
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YourcustomerisanOmni-channelcustomer
81%Ofcustomersshoponlinebeforemakingapurchase(PwC2015)
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TheOmni-ChannelCustomer
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$2.2Tin-storesaleswillbeinfluencedbythedigitalac%vity
DoyouknowyourOmni-channelcustomer?
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TheRealityof“BigData”
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TheLimitaBonsof“BigData”
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TheInternetofThings
Who–isthecustomer?
What–dotheyneed/want?
Where–aretheyrightnow?
When–willthepurchaseoccur?
How–willtheybuy?
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TheRealityofPrivacy
83%saylocaBonis“crucial”totheirmobileexperiences
Werevealpersonalinforma3oninreturnforpersonalvalue
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Newtechnologieswillsupportacustomer-centricprocess
WHAT’SOUT
Prospec%ng
Cul%va%ng
Posi%oning
Closing
WHAT’SIN
Recognizing
Engaging
Assis%ng
An%cipa%ng
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GoingBacktotheFuture
• Recognizing • Engaging • Assisting • Anticipating
Sam Drucker, General Store owner Sept 8, 1915 – June 8, 2012
Future CRM technologies will make it personal again
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ThankYou
EricBleke
Co-founder/President
ENGAGEcx
www.engage.cx