Star Wars and Social CRM | SugarCon 2011

Star Wars and Social CRM @Buchanla

First Generation CRM – Technology centric, monolithic

© Capgemini UK Plc 2009

Command and Control


Marketing, Sales & Service forced to comply and enforce


The CRM wilderness years


Agile fight-back


The Awakening – use the Force


“An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"


The voice of the customer has grown stronger with the advent of social media


“The company's programmatic response to the customer's control of the conversation.“ Paul Greenberg “Time to Put a Stake in the Ground on Social CRM”, July 6th, 2009


From the organisation’s perspective the Force can be used for both good and evil!


The dark side of the force…

Netflix shares drop 5.8% in one morning 08/03/11


Tips for aspiring Jedi Warriors

Focus by starting with customers and the jobs they are trying to do

Force IT and the Business together

Address your control issues

Think about command centers not contact centers

Co-ordinated speed and agility beats monolithic every time


Twitter: @buchanla Blog: thecustomerevolution.com

Star Wars and Social CRM | SugarCon 2011

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Transcript of Star Wars and Social CRM | SugarCon 2011