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Given at Web 2.0 Expo NY, 11/17/09.
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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?
http://www.flickr.com/photos/bachmont/
WAYSORGANIZATIONSARE CHANGING
FROMCONTROL
TOCACOPHONY
(1)
YOU REJUSTA
NODE(1)
http://www.flickr.com/photos/generated/
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 [email protected] me at monstro9On Twitter @monstroOn Facebook at /lanebOr even give me a call at 1-415-867-1708