7 KEY SLIDESFROM

CRM Changes … Again, 2015Life, CRM, business, and love in an era of change

The Digital Tipping Point,McKinsey, 2014

CUSTOMER

ENGAGEMENT

A C O N C E R NMAJOR

IN A SURVEY OF LARGE TECHNOLOGY VENDOR’S CUSTOMERS:

S A V V Y

Savvy using all channels.

T R U S T I N G

Trusts differently than before.

T A L K S T O C O M P A N I E S

Communicates directly with companies.

T A L K S T O P E E R S

82% say peers are the most trusted source.

[Edelman 2014 Trust Barometer]

G E T S W H A T T H E Y W A N T

20% use Twitter for customer service.[Edelman 2014 Trust Barometer]

S O C I A L

Social. Mobile. Local. Omnichannel.

E X P E C T S I M M E D I A C Y

Expects immediate response.Or nearly so.

I N S T A N T

Expects information available nearly instantly when searching.

C O N S U M E R I Z A T I O N

Increases velocity of consumerization of work.

S O C I A L C H A N G E

Active participants in affecting change

by using social networks.

B U T

For fully engaged customers in share of wallet, profitability, revenue, and relationship growth.

Per year for retail banks fully engaged customers over disengaged.

Discount for fully disengaged customers

T H E ENGAGED CUSTOMER

In performance-related business outcomes for COS that engage employees and customers.

Alters marketing content in own interest

Defines leads and handoffs differently

Campaigns don’t take advantage of sales insights

Disconnects from financial reality; distrusted by CEOs

Different work cadence from sales

W H E N D O N O T C O N N E C T

A N

Recognized early on that marketing and sales would have to undergo dramatic

transformation.

Started from scratch with no reputation other than the brand name itself—which was

faced with declining traditional mobile services revenue.

Division had 150 sales and 20 marketing staff who had to be able to work together to

build the reputation.

What is transpiring is momentous, nothing less than the planet wiring itself a new nervous system.

If your organization is not linked into this nervous system, you will be hard pressed to participate in the planet’s future…

Amidst the texting and the Twittering and Facebooking of a generation of digital natives, the fundamentals of next generation communication and collaboration are being worked out.

Author of Crossing the Chasm

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CRM Changes … Again, 2015Life, CRM, business, and love in an era of change