Socializing your CRM

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Socializing your CRM Mark Tamis Social Business Forum 2013

description

Presentation given at the Social Business Forum in Milan in early June 2013 Some slides are based on the approach taken by Causata

Transcript of Socializing your CRM

Page 1: Socializing your CRM

Socializing your CRM

Mark Tamis Social Business Forum 2013

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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.

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CRM Software

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Traditional Funnel

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It’s a Journey

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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

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Consumer Decision Journey

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“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.”

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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

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“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

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Credit: Flickr winnifredxoxo

How to Scale

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Customer Journey Mapping

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Touchpoints & Experience Map

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From Personas to Patterns

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Behaviours and Modeling

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Message,Moment, Medium

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Enabling Systems

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Actionable Insights

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Customer Events Tracking

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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

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filter customer journeys time

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filter customer journeys align relative time time

before after

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

Combine Sources

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Machine Learning

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Drill Down to Individual Profiles

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Build models

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Build models

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Optimize for Business Outcomes

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Conclusions

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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