Embed Size (px)
DESCRIPTION
Enterprise CRM in the Digital/Online Services Age.
Citation preview
Enterprise TRM TRM => Tribes Relationship Management
Enterprise CRM in the Digital/Online Services Age
Karthik [email protected]
Traditional Enterprise CRM
Technology Enabled Systems Data Mgmt + Structured Processes
Business-2-Customer CommunicationsSales, Marketing, and Customer Service
Worked well (if done well) in the past
What about in the current & emerging digital/online age?
Can it move your Customer Relationship needle forward?
Revisiting CRM in the Digital Age
Technology Enabled Systems Data Mgmt + Structured Processes
Business-2-Customer Communications
Rethinking Traditional Enterprise CRM
What requires rethinking?
CustomerContactContract Lead
OpportunityMarketing Lists
Marketing Campaign ChannelsCustomer Support
Sales Force Automation…
Traditional Enterprise CRM conceptsHow are they impacted by the Digital/Online Age?
The world has evolved and is constantly evolving…
Mailing Address => E-mail Address => Web Site
Presence
Snail mail => E-mail => Social Networks
Photo Sharing
Letters => E-mails => Tweets
Communication
Snail mail Marketing => E-mail Marketing => Social Media Marketing
Marketing
Vendor Marketing + Personal Experiences => Social Media Communities &
Influentials
Consumer Perceptions
Web 1.0 => Web 2.0 => Web 3.0
The Web
On-premise => Hosted => Cloud
Computing
Brick & Mortar => Web 1.0 .com site => Going Social
Enterprise Presence
ChangeOnlineTribes
New Mediums Going Social
Old habits are not totally irrelevant
*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on www.ted.com
Common Trends
Customer Data Management Apps => Enterprise CRM Systems =>
Enterprise TRM
Enterprise CRM Evolution
Services that enable Conversations
between an Enterprise and its Tribes to materialize mutually beneficial
Experiences and Results
*Tribes => Customers, Consumers, Communities
Enterprise TRM
Customer => The 3 C’s => The TribesCommunications => Conversations
Relationships => Positive ExperiencesSilos => Community
Customers => Advocates
*The 3 C’s => Customers, Consumers, Community*Distinguishing the 3 C’s – An XBOX Gamer (A Microsoft Customer), Video
Gamers (Gaming Consumers), Video Gamer Communities
Enterprise TRM Pillars
Enterprise TRM ScenariosA Sampling
Note: Pause and think through each scenario in the context of the Enterprise TRM pillars
Surveying Customers
Are structured customer surveys always effective? Are there opportunities for you to be more efficient in
understanding & engaging with your tribes?
Micro Communications
The age of viral Micro communications is here to stay. Community Influencers Micro-communicate. Micro-communications make/break brands. Micro-
communications shape consumer perceptions. What is your engagement strategy?
Customer Service & Engagement
Unhappy campers voicing their opinions on products/services is a common trend in popular & viral online networks. The vast majority are ignored (unlike the example cited above). How
active is your brand in viral networks? What is the cost of ignorance?
Social Presence
Presence in Viral Social Networks – What purposes could it serve? What is your
Engagement Strategy?
Collaborative Knowledge Management
Are there more effective & sustainable options to foster knowledge sharing in the context of your
brand?
How could services like the above influence your investments in this context?
Tribe Shoring
Are there opportunities to directly engage your tribes in shaping your brand?
How could services like the above influence your investments in this context?
Multi-channel Engagement
Where are your Tribes most active?
What is your engagement strategy to stay connected with your tribes in these channels?
I log into my connected gaming console and I see…
We Value You Experiences
A message thanking me for a feature add-on suggestionI had submitted and informing me that it has been
addressed with a link to obtain the add-on. The message also Notifies me that1000 points have been credited to
my gaming account for mycontribution and its value to the gaming service provider’s
consumer community
A message recognizing me as a an expert in a game and invitingme to participate in a closed loop beta testing of v.Next
…
…
…
And Many More…
Micro-communications: TwitterSocial Media: YouTube, SlideShare
Top 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like Zooppa
Viral Multi-channel App Stores/Ecosystems Custom Branded TRM Service & Community
Top Enterprise TRM Channel Investments
Enterprise TRM Strategy
…
…
…
Engage in Established External Channels
Drive to/Integrate with
Custom Branded TRM Service & Community
Micro-CommunicationsSocial Media (Videos, Presentations, Photos,
Blogs, Wikis)Social NetworkingTribe Shoring
Multi-Channel AccessExternal Channel/Service Integration
Usage & Efficacy Analytics
Custom TRM Service Capabilities
Integrated Brand Hub for
Participatory IdeationCustomer Support & Service
Collaborative Knowledge ManagementTribe ShoringMarketing
Custom TRM Service Applications
Acknowledgements
Seth GordonLawrence Lessig
Thank You
