go withthe customer flow
DESCRIPTION
Presentation at the Selfservice Company UG on March 15, 2012TRANSCRIPT
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A Communications Revolution
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Social Media – Anytime, Anywhere, Anybody
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The Balance Has Shifted
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Exposing customers to messages no longer works
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You No Longer Control Your Brand
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Conversation Prism
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Snowball Souvenir
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Luckily You Exist !
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Real Engagement ?
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Social Media Ivory Tower
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Shiny Object Syndrome
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if all you have is a hammer, everything looks like a nail
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Only 1 % of customer interactions go thru
Social Media
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The Emperor's New Clothes
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Perception Gap
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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
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Now Let's Put The Pieces Back Together
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The result of a business is a satisfied customer – Peter Drucker
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Jobs To Be Done and Desired Outcomes
You Don't Want a Drill,
You Want a Hole in the Wall
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The End of the Sales Funnel
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The End of the Funnel Is Not The End
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McKinsey Consumer Decision Journey
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Right Person, Right Touchpoint, Right Interaction
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Cross-Touchpoint Experience Management
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Customer segmentation and service differentation
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Customer Journey Mapping
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Touchpoints and Experiences Map
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Needs, Opportunities and Outcomes
Andy Green
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Value Network Mapping
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Business & Customer Intelligence Value
Proposition
Capabilities Customer & Business
Outcomes
Business Vision & Strategy
Portfolio
Service
Feedback & analysis
Capabilities and Collaboration
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Enabling Systems
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“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
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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...
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The Experience Continuum
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Actionable Insights
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Reduce Frictions In The Customer Flow
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Everyone Impacts The Customer Flow
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Breaking Down Silos
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The Collaborative Enterprise
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After 3 months: 2,200 employees / 13,000 questions / 29,000 followers 100 - 125 questions per day
Best Buy
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You Are Not Alone
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From Fear of ChangeTo Value Co-creation
From CampaignTo Continuity
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Customer and Business Value Co-creation
Desired Outcomes for Customer and Business
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Go With The Customer Flow