the future of crm - the next generation
DESCRIPTION
CRM philosophy and technology has achieved its main goals of capturing and sharing customer information. The next evolution will bring us customer behavior insights from the shaping forces of social media, cloud and mobile.TRANSCRIPT
THE FUTURE OF CRMBY MARCO SEABRA | August 8, 2012
Wednesday, August 8, 12
TODAY’S AGENDA
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The Causes
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The CausesThe Solutions
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The CausesThe SolutionsThe Results - CRM Current State
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The CausesThe SolutionsThe Results - CRM Current StateThe 3 Forces Shaping CRM Today
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The CausesThe SolutionsThe Results - CRM Current StateThe 3 Forces Shaping CRM TodayCRM Evolution - The Next CRM Generation
Wednesday, August 8, 12
TODAY’S AGENDAThe Problems The CausesThe SolutionsThe Results - CRM Current StateThe 3 Forces Shaping CRM TodayCRM Evolution - The Next CRM GenerationSummary
Wednesday, August 8, 12
THE PROBLEM
Wednesday, August 8, 12
THE PROBLEM
ASALES
Wednesday, August 8, 12
THE PROBLEM
AMARKETING
ASALES
Wednesday, August 8, 12
THE PROBLEM
AMARKETING
ASALES
AFIELD
Wednesday, August 8, 12
THE PROBLEM
AMARKETING
ASALES
AFIELD
ACUST SVC
Wednesday, August 8, 12
THE PROBLEM
bTEXTING
nCELL
wP2P
.SNAIL MAIL
AMARKETING
ASALES
AFIELD
ACUST SVC
Wednesday, August 8, 12
THE PROBLEM
bTEXTING
nCELL
wP2P
.SNAIL MAIL
AMARKETING
ASALES
AFIELD
ACUST SVC
ACCOUNT
Wednesday, August 8, 12
THE PROBLEM
bTEXTING
nCELL
wP2P
.SNAIL MAIL
AMARKETING
ASALES
AFIELD
ACUST SVC
ACUSTOMER 3
ACUSTOMER 2
ACUSTOMER 1
ACCOUNT
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
AMARKETING
ASALES
AFIELD
ACUST SVC
ACUSTOMER 3
ACUSTOMER 2
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
ASALES
AFIELD
ACUST SVC
ACUSTOMER 3
ACUSTOMER 2
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 3
ACUSTOMER 2
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 2
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
bTEXTING
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
nCELL
wP2P
2SNAIL MAIL
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
nCELL
wP2P
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
nCELL
wP2P
ASALES
ACUST SVC
ACUSTOMER 1
ACCOUNT
THE PROBLEM
Wednesday, August 8, 12
SIMPLE CONVERSATION
Wednesday, August 8, 12
ACUSTOMER 1
SIMPLE CONVERSATION
Wednesday, August 8, 12
ACUSTOMER 1
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
ACUSTOMER 1 8:00 AM
YOU DAMAGE MY FREIGHT AGAIN
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
ACUSTOMER 1 8:00 AM
YOU DAMAGE MY FREIGHT AGAIN
8:00 AMSORRY, WE’LL TAKE CARE OF IT
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
wP2PA
SALES
ACUSTOMER 1 8:00 AM
YOU DAMAGE MY FREIGHT AGAIN
8:00 AMSORRY, WE’LL TAKE CARE OF IT
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
wP2PA
SALES
ACUSTOMER 1 8:00 AM
YOU DAMAGE MY FREIGHT AGAIN
8:00 AMSORRY, WE’LL TAKE CARE OF IT8:30 AM
HI JOE, HOW IS EVERYTHING?
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
wP2PA
SALES
ACUSTOMER 1 8:00 AM
YOU DAMAGE MY FREIGHT AGAIN
8:00 AMSORRY, WE’LL TAKE CARE OF IT8:30 AM
HI JOE, HOW IS EVERYTHING?
8:30 AMLET ME TELL YOU BOB!
ACUST SVC
nCELL
SIMPLE CONVERSATION
Wednesday, August 8, 12
THE CAUSE
Wednesday, August 8, 12
THE CAUSE
ASALES
Wednesday, August 8, 12
THE CAUSE
ASALES
ACUST SVC
Wednesday, August 8, 12
THE CAUSE
ASALES
ACUST SVC
AOPERATIONS
Wednesday, August 8, 12
THE CAUSE
ASALES
:4
ACUST SVC
AOPERATIONS
Wednesday, August 8, 12
THE CAUSE
ASALES
:4
ACUST SVC
AOPERATIONS
Wednesday, August 8, 12
THE CAUSE
ASALES
:4
ACUST SVC
:4
AOPERATIONS
Wednesday, August 8, 12
THE CAUSE
ASALES
:4
ACUST SVC
:4
AOPERATIONS
Wednesday, August 8, 12
THE CAUSE
ASALES
:4
ACUST SVC
:4
AOPERATIONS
:4
Wednesday, August 8, 12
THE SOLUTION
ASALES
:4
ACUST SVC
:4
AOPERATIONS
:4
Wednesday, August 8, 12
THE SOLUTION
ASALES
:4
ACUST SVC
:4
AOPERATIONS
:4
Wednesday, August 8, 12
THE SOLUTION
ASALES
:4
ACUST SVC
:4
AOPERATIONS
:4
Wednesday, August 8, 12
THE SOLUTION
ASALES
ACUST SVC
AOPERATIONS
:4
:4
:4
CRM - CAPTURE + SHARE
Wednesday, August 8, 12
THE RESULTS
Data CapturingInformation SharingData CentralizationWorkflow Automation
Lead to
Cost ReductionTransactional Speed
8
Did CRM Succeed?
Wednesday, August 8, 12
THE RESULTS
CRM Failure Rates
Discussions about failed CRM projects often begin with statistics describing failure rates. .
• 2001 Gartner Group: 50%• 2002 Butler Group: 70%• 2002 Selling Power, CSO Forum: 69.3%• 2005 AMR Research: 18%• 2006 AMR Research: 31%• 2007 AMR Research: 29%• 2007 Economist Intelligence Unit: 56%• 2009 Forrester Research: 47%
Did CRM Succeed?
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time• Disregard for importance of User Adoption
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time• Disregard for importance of User Adoption• Long lead time due to uncontrolled processes
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time• Disregard for importance of User Adoption• Long lead time due to uncontrolled processes
• Lack of orchestration with other process owners
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time• Disregard for importance of User Adoption• Long lead time due to uncontrolled processes
• Lack of orchestration with other process owners
• Driven by compliance not need
Wednesday, August 8, 12
THE RESULTSMost Common Reason for less than stellar
CRM Successful Implementations
AC-LEVEl
AMANAGER
ADOER
• Wrong reason to implement CRM• Lack of belief & support for project• Lack of Resources - People, Money, Time• Disregard for importance of User Adoption• Long lead time due to uncontrolled processes
• Lack of orchestration with other process owners
• Driven by compliance not need• Lack of involvement in the planning stage
Wednesday, August 8, 12
THE RESULTS
Forrester Survey 2009
Did CRM Meet your Expectations?
0
12.5
25
37.5
50
Agree Neither Disagree
00
16
38
47
23
22
44
28
Enterprise Mid Market
Wednesday, August 8, 12
THE RESULTSCRM 1.0 Success = Capturing and
Distributing Data
CRM 2.0 • Success will be measured by how well we can LEARN, DEVELOP, SELL and REFINE new products and services
• Insight not InformationWednesday, August 8, 12
3 FORCES SHAPING CRM TODAY
nCLOUD
MOBILE SOCIAL
Wednesday, August 8, 12
CLOUD
Wednesday, August 8, 12
CLOUDFROM TO
Wednesday, August 8, 12
CLOUDFROM TO
On-Premise The Cloud
Wednesday, August 8, 12
CLOUDFROM TO
On-Premise The Cloud
Cap Ex Cash Flow
Wednesday, August 8, 12
CLOUDFROM TO
On-Premise The Cloud
Cap Ex Cash Flow
Infrastructure Planning
ScalingPlanning
Wednesday, August 8, 12
MOBILEFROM TOn
Wednesday, August 8, 12
Desktop Mobile
MOBILEFROM TOn
Wednesday, August 8, 12
Desktop Mobile
Complete Solutions
Apps
MOBILEFROM TOn
Wednesday, August 8, 12
Desktop Mobile
Complete Solutions
Apps
Filing/Sharing Information
Finding/Identifying
Relevant Intent
MOBILEFROM TOn
Wednesday, August 8, 12
SOCIALFROM TO
Wednesday, August 8, 12
Data Capture Intent/Behavior Learning
SOCIALFROM TO
Wednesday, August 8, 12
Data Capture Intent/Behavior Learning
Individual Knowledge
CollectiveKnowledge
SOCIALFROM TO
Wednesday, August 8, 12
Data Capture Intent/Behavior Learning
Individual Knowledge
CollectiveKnowledge
Transactional Systems
Engagement Systems
SOCIALFROM TO
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPSSystematize
The InnovationProcess
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPSSystematize
The InnovationProcess
LEARN
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPSSystematize
The InnovationProcess
LEARN
DEVELOP
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPSSystematize
The InnovationProcess
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
INTERNALLYCUSTOMERS
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
INTERNALLYCUSTOMERS
Identify New Patterns that....
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
INTERNALLYCUSTOMERS
Identify New Patterns that....
Can be developed and piloted into new products and services that...
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
INTERNALLYCUSTOMERS
Identify New Patterns that....
Can be developed and piloted into new products and services that...
Will be sold by teams, not individuals
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
CRM 2.0 - NEXT STEPS
SUPPORT
EXTERNALLYNON-CUSTOMERS
INTERNALLYCUSTOMERS
Identify New Patterns that....
Can be developed and piloted into new products and services that...
Will be sold by teams, not individuals
And supported with current technology
SystematizeThe Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12
Thee CRM of the future will be a system that will go beyond capturing and sharing data.
It will help companies identify gaps for product developments where functional, emotional and social patterns are made visible and ready for action.
Summary
Wednesday, August 8, 12
THE END
Wednesday, August 8, 12