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Presentation at the Selfservice Company UG on March 15, 2012
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A Communications Revolution
Social Media – Anytime, Anywhere, Anybody
The Balance Has Shifted
Exposing customers to messages no longer works
You No Longer Control Your Brand
Conversation Prism
Snowball Souvenir
Luckily You Exist !
Real Engagement ?
Social Media Ivory Tower
Shiny Object Syndrome
if all you have is a hammer, everything looks like a nail
Only 1 % of customer interactions go thru
Social Media
The Emperor's New Clothes
Perception Gap
63% of 18-22 yo consumers prefer
telephone to online customer service
Nobody cares about your products, people care about their problems. Customers do not want a relationship with your business, they want the benefits a relationship can offer to them’‘.- David Meerman Scott
An SMS is read within 3 minutes
of sending
Now Let's Put The Pieces Back Together
The result of a business is a satisfied customer – Peter Drucker
Jobs To Be Done and Desired Outcomes
You Don't Want a Drill,
You Want a Hole in the Wall
The End of the Sales Funnel
The End of the Funnel Is Not The End
McKinsey Consumer Decision Journey
Right Person, Right Touchpoint, Right Interaction
Cross-Touchpoint Experience Management
Customer segmentation and service differentation
Customer Journey Mapping
Touchpoints and Experiences Map
Needs, Opportunities and Outcomes
Andy Green
Value Network Mapping
Business & Customer Intelligence Value
Proposition
Capabilities Customer & Business
Outcomes
Business Vision & Strategy
Portfolio
Service
Feedback & analysis
Capabilities and Collaboration
Enabling Systems
“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
Listening holistically
Complete with Call center, Social Media, Sentiment analysis, Market Research, In-store, Events, Analytics (behavioural)Observation, Transactional and historic, 3rd-party & C2C data...
The Experience Continuum
Actionable Insights
Reduce Frictions In The Customer Flow
Everyone Impacts The Customer Flow
Breaking Down Silos
The Collaborative Enterprise
After 3 months: 2,200 employees / 13,000 questions / 29,000 followers 100 - 125 questions per day
Best Buy
You Are Not Alone
From Fear of ChangeTo Value Co-creation
From CampaignTo Continuity
Customer and Business Value Co-creation
Desired Outcomes for Customer and Business
Go With The Customer Flow
