Sfdc user group presentation july 2012
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presentation on social perspective to SFDC user group of SV - July 2012 esteban kolsky thinkjar.net [email protected]
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presentation on a social perspective given to SFDC user group of SV on Juky 2012
Transcript of Sfdc user group presentation july 2012
presentation on social perspective to
SFDC user group of SV - July 2012
esteban kolsky
thinkjar.net
paradigm or generational shift?
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generational generational generational paradigm paradigm
PARADIGM SHIFT – SOCIETAL SHIFT, COMPANIES MUST REACT GENERATIONAL SHIFT – BUSINESS MODEL SHIFT, COMPANIES CAN PLAN
baby boomers
service economy
workplace computers
commercial internet
social evolution
generation x generation y
corporate america
biz social
biz
traditional 1:1 relationship
socially augmented 1:m:1 relationships
shifting interaction models…
…create new interaction models…
Function
Rules
Channel
Function
Rules
Channel
Customer
Busin
ess F
unctio
n
Surv
ey
Customer
Community
Experie
nce
(Maybe)
Surv
ey
Socia
l N
ois
e
… that change the way we engage…
SCRM Communities
Hybrid Communities
Enterprise 2.0 Communities
…the way we measure…
demographic operational behavioral attitudinal sentimental
who the customers are
how efficiently the business operates
what customers do and how they work
how effectively the business operates
how the customers feel about the business, products, services as expressed publicly
crm social crm
… and the way we work
com
munity
channel
rule
s
biz
fu
nctio
n c
om
munity
channel
rule
s
biz
fu
nction
Internal Operations Client-facing Operations
Social Business Pivot Point
So
cia
l CR
M (e
xte
rna
l) E
nterp
rise 2.0 (intern
al)
CRM
Collaboration
SCRM
E2.0
social
business
collaborative enterprise
2010 1990 2015 2020
evolution of “social” technologies
crm
erp
scm
com
munity
managem
ent
“socia
l” a
naly
tics
engin
e
actionable
layer
unit
syste
m-o
f-re
cord
in
tegra
tion layer
social crm
communities systems of
record
social crm stack
channels (social or not)
communities
R&D PLM KM CRM ERP …
collaboration engine
rules engine reputation engine
integration engine
social business platform
social business framework
collaborative enterprise
Collaborate to understand the Customer Job-to-be-Done
Collaborate to co-create with the customer to meet her desired outcomes
Collaborate to act on Customer Insights
Collaborate to understand and provide the Customer Experience they expect from you
The Collaborative Enterprise
Social CRM
E2.0
customer has an idea…
…but cannot implement the idea
customer creates knowledge…
…company creates same knowledge
customer knows fix for problem…
…company has problem to be fixed
outside of the business inside of the business
let the collaboration in
tenets of collaborative enterprise
• cannot be social business without being
social
• cannot be customer-centric without
collaboration with customers
• two fundamental shifts
– knowledge workers are becoming norm, thus
knowledge is critical
– social customer is becoming norm, demanding
social businesses
– collaboration is way to work, achieve goals today
collaborative enterprise ground rules
• access
– who, where, how, why, and what
• roles
– inside and outside, interchangeable
• compliance
– legal team may be friend or foe – your decision
• transparency and trust
– not stupid transparency, smart transfer of trust
• value co-creation is goal, objective, and end
Social Environment
Technological Change
Legal Environment
Customer Demand
Competitive Forces
Channels, Partners and Suppliers
Strategy
Technology Governance
Social Collaborative
Enterprise
putting it all together is hard…
… and that is not all
• People – Change management
– Culture above all
– Be social inside to be social outside
– Community managers
• Process – VoC and CEM
– Socializing Processes and Functions
– Product leadership, customer intimacy, operational excellence
• Measurement – Social metrics v common metrics
• Insights provided, support provided, ideas generated
– Forget ROI
– Loyalty and referrals
“NO PLAN OF OPERATIONS EXTENDS WITH
CERTAINTY BEYOND THE FIRST
ENCOUNTER WITH THE
ENEMY’S MAIN STRENGTH”
let’s talk
presentation on social perspective to
SFDC user group of SV - July 2012
esteban kolsky
thinkjar.net
