Socializing your CRM
Mark Tamis Social Business Forum 2013
Customer relation management (CRM) is a model for managing a company’s interactions with current and future customers. It
involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.
CRM Software
Traditional Funnel
It’s a Journey
1. Recognize opportunity/problem in context of a desired outcome
2. Research approaches to attain outcome
3. Consider enabler types (products, services)
4. Compare and price enablers
5. Negotiate and buy enabler(s)
6. Use enablers to produce outcomes
7. Deal with exceptions to expectations
8. Enjoy/regret outcome
9. [repeat]
Source : CSRA http://s.shr.lc/111qIdr
Consumer Decision Journey
“The consumer mindset is transforming from a ‘market of me’ to ‘communities of we,’ which share common interests and tastes.. they are ultimately deciding – and Influencing others – on which retailers have earned their trust and will be rewarded with their patronage.”
1. Recognize opportunity/problem in context of a desired outcome
2. Research approaches to attain outcome
3. Consider enabler types (products, services)
4. Compare and price enablers
5. Negotiate and buy enabler(s)
6. Use enablers to produce outcomes
7. Deal with exceptions to expectations
8. Enjoy/regret outcome
9. [repeat]
Source : CSRA http://s.shr.lc/111qIdr
“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
Credit: Flickr winnifredxoxo
How to Scale
Customer Journey Mapping
Touchpoints & Experience Map
From Personas to Patterns
Behaviours and Modeling
Message,Moment, Medium
Enabling Systems
Actionable Insights
Customer Events Tracking
Website Session
Website Session
Website Session
Call Center Question
Loyalty Card Promo Email
Loyalty Card Sign Up
Major Product Purchase in Store
Store all the detail, in time order
filter customer journeys time
filter customer journeys align relative time time
before after
Source: Feb 10, 2012 éwelcome to the Era of Digital Intelligence » Forrester Report
Combine Sources
Machine Learning
Drill Down to Individual Profiles
Build models
Build models
Optimize for Business Outcomes
Conclusions
Conclusions
• Map the Customer Journey
• Capture Events at Touchpoints
• Identity Association
• Complete Profile Data in CRM System
• Build Models and A/B Testing
• Enhance Touchpoints
• Optimize for Business Outcomes
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