The New Customer Relationship Landscape, Web 2.0 Expo NY, 11/17/09

The New Customer Relationship Landscape

http://www.flickr.com/photos/lifeasart/

“blog”

“blog”“ajax”

28,000companies

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

Where Social Media meets Customer Service

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

Social Effects

Where Social Media meets Customer Service

http://www.flickr.com/photos/kendrick/

Customer Service was the New Marketing

http://www.flickr.com/photos/claudio_ar/

Most companies treat customers like this

FAQs

Trouble Ticket Systems

Outsourced Call Centers

Bad metrics & measurements...

Lead to this experience

Friction-free communication

The Concierge Model

Every business needs a lobby

All about CONTROL

Comcast Cares /Twitter / TechCrunch

5 vs. 5,000

1 year later

It s bigger than just marketing

http://www.flickr.com/photos/claudio_ar/

From this

To this

http://www.flickr.com/photos/libraryman/

To this

Losing Control:8 Steps to Success in a post 2.0 World

WORKLIKETHE

NETWORK

BUSINESSES THRIVE ON THE NETWORKWHEN THEY ADAPT TO THE NETWORK

NOT THE OTHER WAY AROUND

Networks are nothing new

It was about moving goods

HIERARCHIESBECAME

NECESSARY TOMANAGE SCALE

A new kind of network

The economics of information have inverted

Server crashes < train crashes

Linking creates infinite value chains

http://www.flickr.com/photos/takomabibelot/

Value exists externally

Practically speaking...

1. Organizations get that their customers are out there.

2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.

3. Most organizations have no idea what to do about that.

So where are we now?

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WAYSORGANIZATIONSARE CHANGING

FROMCONTROL

TOCACOPHONY

(1)

YOU REJUSTA

NODE(1)

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Home sweet home

Customers lead the conversation

Change happens faster thanorganizations can process

We can handle it

“They walk fast and they walkadroitly. They give and theytake, at once aggressive andaccommodating. With thesubtlest of motions they signaltheir intention to one another.”

William Whyte, City (1969)

A willingness to iterate

http://www.flickr.com/photos/oskay/

FROMPROCESS

TOFLOW

(2)

From hierarchy

To something a little more improvisational

Waterfall to washing machine

http://www.slideshare.net/leisa/

FROMDOCUMENTATION

TOCOLLABORATION

(3)

FROMPREVENTION

TORECOVERY

(4)

Fear of competition

Impossible to Hide

Digg Revolts

Youa Culpa

Pixar is a community in the true sense of theword. We think that lasting relationshipsmatter, and we share some basic beliefs: Talentis rare. Management s job is not to preventrisk but to build the capability to recoverwhen failures occur. It must be safe to tell thetruth.-Ed Cartmill, President, Pixar (Harvard Business Review)

FROMHIDDEN

TOSHARED

(5)

Secrecy is obsolete

It s not clear where your interests endand others begin

Edges everywhere

Edges everywhere

Edges everywhere

Edges everywhere

FROMOWNERSHIP

TOSTEWARDSHIP

(6)

In the service of a higher purpose

When we try to pick outanything by itself, we find ithitched to everything elsein the universe.- John Muir

“About week 3, I realized I wasn t in chargeanymore.” -Ted Rheingold, CEO, Dogster

Google aims to be a steward for theInternet s decentralized nature,

its core social good.

1. Customer service?

2. Marketing and Brand development?

3. Product development?

4. Business development?

5. Advertising?

6.Human Resources?

What does all this mean for...

In Summary

http://www.flickr.com/photos/claudio_ar/

http://www.flickr.com/photos/libraryman/

Three things

1. Organizations get that their customers are out there now.

2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.

3. Most organizations have no idea what to do about that.

http://www.flickr.com/photos/kendrick/

Big changes in store for:

1. Customer service

2. Marketing and Brand development

3. Product development

4. Business development

5. Advertising

6.Human Resources

http://www.flickr.com/photos/blackbeltjones/

Lane BeckerEmail me at lane@getsatisfaction.comAIM me at monstro9On Twitter @monstroOn Facebook at /lanebOr even give me a call at 1-415-867-1708