star wars and social crm
Post on 26-May-2015
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© Capgemini UK Plc 2009
Star Wars & Social CRMLaurence Buchanan
@buchanla
First Generation CRM – Technology centric, monolithic
© Capgemini UK Plc 2009
Command and Control
© Capgemini UK Plc 2009
Marketing, Sales & Service forced to comply and enforce
© Capgemini UK Plc 2009
The CRM wilderness years
© Capgemini UK Plc 2009
Agile, focussed fight-back (some early successes)
© Capgemini UK Plc 2009
The Awakening – use the Force
© Capgemini UK Plc 2009
“An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"
© Capgemini UK Plc 2009
In the world of Social CRM “The Force” is the sum of all customer comments, feedback, blogs, tweets, yelps, diggs and sentiment
© Capgemini UK Plc 2009
“The company's response to the customer's control of the conversation.“
Paul Greenberg “Time to Put a Stake in the Ground on Social CRM”, July 6 th, 2009
© Capgemini UK Plc 2009
The Force can be used for both good and evil!
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The light side of the force (from the organisation’s perspective)
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© Capgemini UK Plc 2009
The dark side of the force
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So how do you respond?
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The ostrich approach
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The megaphone approach
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The chameleon approach
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The dancing dad approach
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The command and control approach
© Capgemini UK Plc 2009
The hare and tortoise approach
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Hand over control?
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Whichever approach you choose… start with the customer
© Capgemini UK Plc 2009
Build a customer-centric vision & strategy
© Capgemini UK Plc 2009
Recognise that from the customers perspective social media sits across the entire customer experience
© Capgemini UK Plc 2009
Prioritise rigorously and provide customers (and customer facing staff) with the tools they need to create value
© Capgemini UK Plc 2009
Measure, be agile and embrace constant change
© Capgemini UK Plc 200935
FOR MORE INFORMATION:
E-mail: Laurence.buchanan@capgemini.com
Twitter: @Buchanla
Blog: thecustomerevolution.com
Images: istockphoto.com
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