Social CRM and One Agenda © Brainfood Consulting Ltd 2013 Social CRM & One Agenda
Social CRM and One Agenda - Martin Hill Wilson at SCRM13 Brussels
May 10, 2015
Social CRM and One Agenda
Martin Hill-Wilson's talk at Social CRM 2013 Brussels hosted by Our Social Times.
Martin Hill-Wilson's talk at Social CRM 2013 Brussels hosted by Our Social Times.
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S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Social CRM
&
One Agenda
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Why Marketing, Sales and Service is the wrong
way to organise customer engagement
Remodelling organisations to mirror how
customers actually behave
Implications for how we equip organisations to
regain relevance
Embracing the culture of One Agenda
Agenda
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
What We Know (about you)
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Real Time Segmentation
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
What We Know (about you)
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Brand Independence
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Old Mindset v New Behaviour
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Silo challenge: social-mobile-web
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Through Marketing Eyes
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Chris Heuer
How close can we get to our customers to
understand their REAL needs?
When will we start thinking beyond what we
can push to the customers?
How do we stop thinking about leads and start
thinking about the relationship? And who is
taking care of the entire relationship?
It’s not about the sale, it’s about the value.
The biggest problem with marketing today is
that they stop investing after the sale.
Marketers need a more holistic strategy than
that
Through Marketing Eyes
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Chris Penn
You have to make sure you are
connected to other folks within the
organization, like the service teams
The service sides are so far removed
from marketing, but if we can get
them connected with the marketer,
there is a lot more we can do
Through Marketing Eyes
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
A 100 Year Habit
Culture
Social Networks
Peer Pressures
Mission/Priorities
Goals/Incentives
Access To Data
Customer Labels
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Marketing says “those leads are
just sitting there”
Sales says “those leads
are junk”
Service says “those customers
were mis-sold”
A 100 Year Stand Off
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Why Silos Don’t Work
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
AGENDA
O
E
social
business
milestone
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Action #1
Mine Relevant Content
1. Service generated campaigns 2. Customer inspired topics 3. Expectation management
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Action #2
Do Social
Service
Ma
rke
tin
g
Sa
le
s
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Action #3
Share Functionality
Communications
An
alytic
s
CR
M
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Develop A Common View
Of Your Customers
Action #4
Ex
pe
rie
nc
es
Journeys
Life
cycle
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Action #5
Do Joint
Business Planning
Progress
Da
sh
bo
ard
s
Go
als
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Maybe Marketing, Sales and Service is the
wrong way to organise customer engagement
Remodel your organisation to mirror how
customers actually behave
Regain relevance in the eyes of customers
Embrace the culture of One Agenda
Take Aways
S o c i a l C R M a n d O n e A g e n d a © Brainfood Consulting Ltd 2013
Thank You!
@martinhw
brainfoodextra.com
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