Go WithThe Customer Flow

Mark Tamis [email protected]://marktamis.com@MarkTamis #scrm #socbiz #e20

Go With The Customer Flow

A Communications Revolution

Social Media – Anytime, Anywhere, Anybody

The Balance Has Shifted

Exposing customers to messages no longer works

You No Longer Control Your Brand

Conversation Prism

Snowball Souvenir

Luckily You Exist !

Real Engagement ?

Social Media Ivory Tower

Shiny Object Syndrome

if all you have is a hammer, everything looks like a nail

Only 1 % of customer interactions go thru

Social Media

The Emperor's New Clothes

Perception Gap

63% of 18-22 yo consumers prefer

telephone to online customer service

Nobody cares about your products, people care about their problems. Customers do not want a relationship with your business, they want the benefits a relationship can offer to them’‘.- David Meerman Scott

An SMS is read within 3 minutes

of sending

Now Let's Put The Pieces Back Together

The result of a business is a satisfied customer – Peter Drucker

Jobs To Be Done and Desired Outcomes

You Don't Want a Drill,

You Want a Hole in the Wall

The End of the Sales Funnel

The End of the Funnel Is Not The End

McKinsey Consumer Decision Journey

Right Person, Right Touchpoint, Right Interaction

Cross-Touchpoint Experience Management

Customer segmentation and service differentation

Customer Journey Mapping

Touchpoints and Experiences Map

Needs, Opportunities and Outcomes

Andy Green

Value Network Mapping

Business & Customer Intelligence Value

Proposition

Capabilities Customer & Business

Outcomes

Business Vision & Strategy

Portfolio

Service

Feedback & analysis

Capabilities and Collaboration

Enabling Systems

“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

Listening holistically

Complete with Call center, Social Media, Sentiment analysis, Market Research, In-store, Events, Analytics (behavioural)Observation, Transactional and historic, 3rd-party & C2C data...

The Experience Continuum

Actionable Insights

Reduce Frictions In The Customer Flow

Everyone Impacts The Customer Flow

Breaking Down Silos

The Collaborative Enterprise

After 3 months: 2,200 employees / 13,000 questions / 29,000 followers 100 - 125 questions per day

Best Buy

You Are Not Alone

From Fear of ChangeTo Value Co-creation

From CampaignTo Continuity

Customer and Business Value Co-creation

Desired Outcomes for Customer and Business

Go With The Customer Flow