On Developing a Framework for Funology in mCRM

On Developing a Framework for Funology in mCRM

Kirsten [email protected]

Funology Mobile

Customer Relationship Management

Topics

We Are All ConsumersWe Are A Generation of Mobile UsersThe Question of FunologyPutting It Into a FrameworkMoving Forward

We Are All Consumers

$object

process

Profit growth: increased purchases, referrals, reduced operating costs, price premiumPeppers, D., and Rogers, M. (2004) Managing customer relationships: a strategic framework. John Wiley and Sons, Inc., USAGOODS & SERVICES – Subcategories describing two types of productsGroonros, C. (1990) Service management and marketing: managing the moment of truth in service competition, Lexington Books

$$$

$

$object

process

$$$

Customer relationships are

managed for competitive

advantage-for increasing the value

of the company

Peppers and Rogers 2004

Peppers, D., and Rogers, M., (2004) Managing customer relationships: a strategic framework. John Wiley & Sons, Inc.

customer

relationship management

Roberts-Witt, S.L. (2000) It's the customer, Stupid! PC Magazine, June 27, pp.IBIZ 6-22.Crego, E.T., Schriffrin, P.D., and Albrecht, K. (1995) Customer-centered reengineering: remapping for total customer value. Irwin Professional Publication.Ang, L., and Buttle, F., (2002) ROI on CRM: a customer-journey approach, ANZMAC Annual Confernece, Melbourne

strategy

people

s ystems

customer value

sales & marketing account in g & technology quality & product delivery m

ana

gem

ent,

hr &

fina

nce

prod

uct d

evelopment

Operation

al

Tactical

Str

ateg

ic

Where is a Company on the Customer Strategy Map?

ability to interact with customers individually

customers addressed

only by 'mass'

standard products tailored products

.

Mass relationshipMass communication

Mass interactionMass distribution

Relationship communication

interaction distribution

using databases of customers

1 to 1 relationship

communication interaction distribution

Niche relationship

communication interaction distribution

Source Modified:Peppers, D., and Rogers, M., (2004) Managing customer relationships: a strategic framework. John Wiley & Sons, Inc.

Understand the customer

Analyse data in real-time

Relate with the customer

Communicate and interact in now-time and planned time

Know the customer Collect real-time

data

'Seduce' the customer

Meet customer goals, build engaging

relationships, delight emotions all

the time

Business Intelligence

Contact CentersContent Management

Customer Analytics

Data Mining

e-Business

eCRM

Email Marketing

Employee Relationship Management

Enterprise Resource Planning

Knowledge Management

Relationship Management

Sales Automation

Supply Chain Management

Web Services

Billing & Account Management



Customer Analytics

Data Mining

e-Business

eCRM

Email Marketing





Sales Automation


Social Media

Web Services





Customer Analytics

Data Mining

e-Business

eCRM

Email Marketing





Sales Automation


Web Services

Social Media

Mobile Services

push

pull

human serviceself-service

manual

technology

one place

any where

one time

any time

indi

vidu

al

colla

bora

tive

channel

efficiency effectiveness


tim

ely

usable accurate function em

ployee motivation custo

mer

eng

age

men

t

Source: Carpenter, H. (2010) How much of a relationship does your customers actually want? I'm not actually a geek. Blog found at http://bhc3.wordpress.com/2010/08/03/how-much-of-a-relationship-do-your-customers-actually-want/

MAYBE CUSTOMERS ARE SHIFTING TOWARDS SELF SERVICE BECAUSE THEY DON'T WANT A RELATIONSHIP WITH COMPANIESDixon, M., and Ponomareff, L. (2010) Why customers don't want to talk to you. The Conversation. Online at http://blogs.hbr.org/cs/2010/07/why_your_customers_dont_want_t.html. Last viewed 15 Oct, 2010.NOW SOCIETYMorton, M. [] “The Now Society”. Modular Building Institute. Online at http://www.modular.org/magazine/morton2.aspx

When Do Customers Want a Relationship?

customer interest in a relationship

complexity of the product or problem

efficiency, simplicity,

convenience

episodic interaction

events

complex , long term

interactions

http://bhc3.wordpress.com/2010/08/03/how-much-of-a-relationship-do-your-customers-actually-want/

http://blogs.hbr.org/cs/2010/07/why

http://www.modular.org/magazine/morton2.aspx

We all want a relationship but on our own terms, in

our way and in our own time...

fewer, closer, longer

Galbraith, J.R. (2006) Desiging the customer-centric organization, CEO Telecon,22 February 2006 (Presentation online at www-marschall.usc.edu/assets/005/5484.pdf.

We Are A Generation of Mobile Users

anyti

me

anywhere

applications & services

hardwarenetworks

interface & interaction

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

navigation

m-commerce

e-m

oney

graphic editors

email

SMS

music software

med

iapl

ayer

ringtone

screen saver

calendar

social networking

maps

Inte

rne

t

file manager

gam

es

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

navigation

m-commerce

e-m

oney

graphic editors

email

SMS

music software

med

iapl

ayer

ringtone

screen saver

calendar

social networking

maps

file manager

Inte

rne

tga

mes

1G3G4G

3.5G

3G+

Dynamic ChannelAssignment

numbe

rporta

bilityC

DM

A

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

navigation

m-commerce

e-m

oney

graphic editors

email

SMS

music software

med

iapl

ayer

ringtone

screen saver

calendar

social networking

maps

file manager

Inte

rne

tga

mes

1G3G4G

3.5G

3G+


numbe

rporta

bilityC

DM

A

case

ing

buttons

slides

keys

keyb

oard

point

stylus

navigation

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

navigation

m-commerce

e-m

oney

graphic editors

email

SMS

music software

med

iapl

ayer

ringtone

screen saver

calendar

social networking

maps

file manager

Inte

rne

tga

mes

1G3G4G

3.5G

3G+


numbe

rporta

bilityC

DM

A

case

ing

buttons

slides

keys

keyb

oard

point

stylus

navigation

reliability

spee

dsecuri ty

functionality

usabi

lity

anyti

me

anywhere


screen

adapters

poin

t s

infrared reader

fingerprint reader

secondary devices

optical drives

hard disk boa

rds

bluetooth

mem

ory

GPRS

USB

case

ing

batteries

mod

em

chip

s


hardwarenetworks

navigation

m-commerce

e-m

oney

graphic editors

email

SMS

music software

med

iapl

ayer

ringtone

screen saver

calendar

social networking

maps

file manager

Inte

rne

tga

mes

1G3G4G

3.5G

3G+


numbe

rporta

bilityC

DM

A

case

ing

buttons

slides

keys

keyb

oard

point

stylus

navigation

reliability

spee

dsecuri ty

functionality

usabi

lity

anyti

me

anywhere

psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

push

pull

human serviceself-service

manual

technology

one place

any where

one time

any time

indi

vidu

al

colla

bora

tive

mobile channel

psychological goal

env

ironm

ent

act

ivity

location expertise a

ny time

an

y w

here

Understand the customer

Analyse data in real-time

Relate to the customer

Communicate and interact in now-

time and planned time

Know the customer Collect real-time

data

'Seduce' the customer

Meet customer goals, build engaging

relationships, delight emotions at every touchpoint

The Question of Funology

functional/pragmatic

emotional/hedonic/experiential[ affective ]

Roto. V., and Rautava, M. (2008) User experience elements and brand promise International Engagability & Design Conference (Idec4) in conjunction with NordiCHI'08 conference, October 19, 2009, Lund, Sweden



functional

secure

comm

unicative

accessibleresponsive

quality

reliablecompetent

cour

teou

s

credible

personal

tangible

timely

accurate

effortless

usable

utili

ty e

ffici

ent

effe

ctiv

e e

rror

free

sat

isfa

ctio

n

act

feel

thinksense

relate

Experiential Value PromiseSchmitt, B.H. (2003) Customer experience management: a revolutionary approach to connecting with your customers. John Wiley and Sons, LtdHolistic Approach: whee all emtional elements stand as equal partners in an experienceWright, P., Wallace, J., and McCarthy, J. 2008. Aesthetics and experience-centered design. ACM Trans. Comput.-Hum. Interact. 15, 4, Article 18 (November 2008)



functional

secure

comm

unicative

accessibleresponsive

quality

reliablecompetent

cour

teou

s

credible

personal

tangible

timely

accurate

effortless

usableutili

ty e

ffici

ent

effe

ctiv

e e

rror

free

satisfactio n

anyti

me

anywhere



psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere



conn

ectio

nco

nnec

tion

participationparticipationactivepassive

absorption

immersion

The Four Realms of an ExperiencePine, B.J., and Gilmore, J.H. (1998) Welcome to the Experience Economy, Harvard Business Review, July-August 1998

psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion

goal



psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion

delight



psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion

engage



psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion

seduction



psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion



enjoyment seduce 'goals-ce

nte

red'

engage delight psychological goal

e

nviro

nmen

t

act

ivity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion

funology



seduce 'goals-ce

nte

red'

engage delight

enjoyment

pleasure fulfill

amus

e e

nchant provoke

psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

anyti

me

anywhere

conn

ectio

nco

nnec

tion


absorption

immersion



funologyseduce 'goals-ce

nte

red'

engage delight

enjoyment

ple

asure fulfill amuse enchant pr

ovok

e gr

atif

y ch

allenge learn inspire interact

Games and PlayPransky, M. (2001) Fun, play and games: what makes games engaging, in Digital Game Based Learning, chapter 5. McGraw-Hill.

psychological goal

env

ironm

ent

a

ctiv

ity

location expertise

Putting It Into A Framework

distinctive

unity

continuity

causal power

unique

height

wei

ght ag

e

gender

beliefs faith prejudices r

elat

ions

hip

va

lues

self-concept em

otions

Concept of SelfWright, P.H. (1984) Self-referent motivation and intrinsic quality of friendship, Journal of Social and Personal Relationships, 1984; 1; 115.

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver

Information Intelligence News Notice Tiding(s) Idea(s) ...

Information Intelligence News Notice Tiding(s) Idea(s) ... valuesemotions

valuesemotions

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions

Orientation ExploratoryAffective

Affective Stable Depenetration

SOCIAL PENETRATION THEORYAltman, I. and Taylor, D. A. (1973) Social Penetration, New York: Holst, Rinehart, WinstonAltman, I., & Taylor, D. (1987). Communication in interpersonal relationships: Social Penetration Theory. In M. E. Roloff and G. R. Miller (Eds.), Interpersonal processes: New directions in communication research, 257-277. Newbury Park, CA: Sage

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

MERE EXPOSURE THEORYZajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2Sawyer, A. G. (1981). Repetition, cognitive responses and persuasion. In R. E. Petty, T. M. Ostrom and T. C. Brock (eds.), Cognitive responses in persuasion (pp. 237-261). Hillsdale, NJ: Erlbaum.Miller, R. L. (1976). Mere exposure, psychological reactance and attitude change. Journal of Abnormal and Social Psychology, 59, 1-9.Kunst-Wilson, W. R. and Zajonc, R. B. (1980). Affective discrimination of stimuli that cannot be recognized. Science, 207, 557-558

............................Familiarity Through Exposure............................

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

STIMULUS-VALUE-ROLE MODELMurstein, B.I. (1970) Stimulus-value-role: A theory of marital choice, Journal of Marriage and the Family 32, 465-81

............................Familiarity Through Exposure.....................................Evaluation Through Stimulus (senses and emotions)..........

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

STIMULUS-VALUE-ROLE MODELMurstein, B.I. (1970) Stimulus-value-role: A theory of marital choice, Journal of Marriage and the Family 32, 465-81

............................Familiarity Through Exposure.....................................Evaluation Through Stimulus (senses and emotions)..........Determine Capability & Friendship

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

MERE EXPOSURE THEORY- Zajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2.


...........................Develop a Working Relationship...........................

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

MERE EXPOSURE THEORY- Zajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2.



............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,.........

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receivervaluesemotions

valuesemotions

anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal

............................Familiarity Through Exposure.....................................Evaluation Through Stimulus (senses and emotions)..........

Determine Capability & Friendship







...........................,,....,,,.,,,......Rapport....................................,,,,,,...

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver


valuesemotions

anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal




EXCHANGE PRINCIPLECialdini, 1994




Affective Stable

............,,,,....Emotionally-Perceived Value Exchange.........,,,,,,.......

...........................,,....,,,.,,,......Rapport....................................,,,,,,...

Caring Available SharingListening EmpathyHonest

Depenetration

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal




............,,,,.,..Emotionally-Perceived Value Exchange.........,,,,,,.......

...........................,,....,,,.,,,......Rapport....................................,,,,,,...


caring available listening sharing honest empathy quality responsive accessible communicative

secure functional reliable competent courteous credible personal tangible

timely accurate effortless usable

perceived pragmatic qualities

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver

Source Receiver



valuesemotions



anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal




...........,,,,.,...Emotionally-Perceived Value Exchange.........,,,,,,.......

...........................,,....,,,.,,,......Rapport....................................,,,,,,...






perceived affective emotions

loss of affective emotions

loss of pragmatic qualities

enjoyment engagement delight seduction pleasure filfullment enchantment provocation gratification

challenge learning inspiration interaction

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver


valuesemotions

Orientation Depenetration

anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal




............,,,,.,..Emotionally-Perceived Value Exchange.........,,,,,,.......

...........................,,....,,,.,,,......Rapport....................................,,,,,,...

THE RESONANCE MODELTony Schwartz (1973) The Responsive Chord, Anchor Press, Garden City






..........,,,,,.,,,...Resonate with Mutual Thinking...........,,,,,.......

ExploratoryAffective

Affective Stable



valuesemotions

valuesemotions





anyti

meanywherean

ytim

e

anywhere

envir

onment

expertise

psyc

holo

gica

llocation

activity

goal




............,,,.,,..Emotionally-Perceived Value Exchange.........,,,,,,.......

...........................,,....,,,.,,,......Rapport....................................,,,,,,...

THE RESONANCE MODELTony Schwartz (1973) The Responsive Chord, Anchor Press, Garden City

distinctive

unity

continuity

causal power

unique distinctive

unity

continuity

causal power

unique

SourceReceiver


valuesemotions

Orientation Depenetration








..........,,,,,,,...Resonate with Mutual Thinking.........,,,,.......

ExploratoryAffective

Affective Stable



valuesemotions

valuesemotions

..........,,,,,.,,,,,,,,,,,...Emotional Bonding.......,,,...,,,,,,,,,.......



Moving Forward

Who is the mCRM customer?

Are the emotions identified appropriate for mCRM?

How much of a relationship does a mCRM customer want?

Who owns and ultimately manages the relationship?

How does funology and captology relate within mCRM?

Is seduction an appropriate experience to design for?

In various contexts how does the relationship model change?

In comparison with other channels how do relations develop for the mobile?

For the mobile medium design to inspire an emotion from the customer?

Can we design a particular emotion into the mobile UI eg make a provocative UI?

Can we design this relationship through the mobile channel?

What are appropriate sales, marketing and service apps?

Which investigation and evaluation methods are appropriate?

Thank you

Questions?

Relationship theories can be found at http://www.changingminds.org

On Developing a Framework for Funology in mCRM

Technology

Transcript of On Developing a Framework for Funology in mCRM