Enterprise 2.0 Conference Milano June 2010

except where otherwise noted, this work is licensed under creative commons 3.0

Una Nuova Era Di Coinvolgimento Del Cliente Tramite il Social CRM

How extending enterprise 2.0 beyond your internal world makes sense – and money

Mark Tamis – Net-7 Esteban Kolsky - thinkJar

You Cannot Yell at Your Customers Anymore!

Fabio Cipriano

The Emergence of the “New” Social Customer

The Social

customer

Your company

Competitor Partner

Customer Customer

Customer Customer

Customer Customer

Customer

Customer Customer

Customer Customer

Customer Customer

Fabio Cipriano

The Social Customer Fits into your Ecosystem Now…

An Old Ecosystem (company centric)

A New Ecosystem (customer centric)

First Thing? Your Business Model – Throw it Away…

Business Model

Social Environment Technology

Legal Environment

Customer Demand

Competitive Forces

Channels, Partners and Suppliers

Strategy

Technology Governance

BusinessModel

Your New Business Model

external communities

hybrid communities

internal communities

Customers

Employees

Customers VoiceofCustomer(feedback) Co‐creation&ConceptValidation(ideation) Peer‐to‐peerSupport TribalKnowledge(community‐generated,community‐managed)

Employees CustomerTicketResolution Collaborateinhybridcommunities CustomerCare,Marketing,Sales ParticipateinE2.0efforts

Consumers &

Communities

Building a Collaborative Enterprise – Step 1

Collaborative Enterprise

Channels Gainandprovidecustomerinsightsfromchannels Buyingbehaviour Customerexperiencemanagementloop

Partners&Suppliers CustomerService CustomerInsightsExchange Co‐design ValueChainCollaboration

Consumers &

Communities

Partners & Suppliers

Channels

Building a Collaborative Enterprise – Step 2

Collaborative Enterprise

TheCollaborativeEnterprise=Engagement  CollaboratearoundandwithClients&Consumers

  Collaborateto  UnderstandJobs‐to‐be‐Done

  Co‐Createtomeetexpectations

  ActonCustomerInsights

  ProvidetheexpectedCustomerExperience

  Collaboratetoincludevaluechain

The Collaborative Enterprise

Social CRM

E2.0

Social Networks

Communities And

Consumers The

Collaborative Enterprise

Customers

Employees

Channels

Partners & Suppliers

Collaboration to Meet Desired Outcomes

Remember When Doing This…

Customers are More Connected to Each Other Than to Your Firm

Customers are Following the Direction Provided by the Social Network

Organizations are Following the Direction Provided by the Technology, Should Follow the Direction Provided by Their Strategy

Convergence of SCRM and E2.0 Occurs in Communities

confused?!

except where otherwise noted, this work is licensed under creative commons 3.0

Una Nuova Era Di Coinvolgimento Del Cliente Tramite il Social CRM

How extending enterprise 2.0 beyond your internal world makes sense – and money

Mark Tamis – Net-7 @MarkTamis http://marktamis.com

Esteban Kolsky – thinkJar @ekolsky http://estebankolsky.com