enterprise trm - tribes relationship management
DESCRIPTION
Enterprise CRM in the Digital/Online Services Age.TRANSCRIPT
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Enterprise TRM TRM => Tribes Relationship Management
Enterprise CRM in the Digital/Online Services Age
Karthik [email protected]
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Traditional Enterprise CRM
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Technology Enabled Systems Data Mgmt + Structured Processes
Business-2-Customer CommunicationsSales, Marketing, and Customer Service
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Worked well (if done well) in the past
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What about in the current & emerging digital/online age?
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Can it move your Customer Relationship needle forward?
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Revisiting CRM in the Digital Age
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Technology Enabled Systems Data Mgmt + Structured Processes
Business-2-Customer Communications
Rethinking Traditional Enterprise CRM
What requires rethinking?
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CustomerContactContract Lead
OpportunityMarketing Lists
Marketing Campaign ChannelsCustomer Support
Sales Force Automation…
Traditional Enterprise CRM conceptsHow are they impacted by the Digital/Online Age?
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The world has evolved and is constantly evolving…
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Mailing Address => E-mail Address => Web Site
Presence
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Snail mail => E-mail => Social Networks
Photo Sharing
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Letters => E-mails => Tweets
Communication
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Snail mail Marketing => E-mail Marketing => Social Media Marketing
Marketing
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Vendor Marketing + Personal Experiences => Social Media Communities &
Influentials
Consumer Perceptions
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Web 1.0 => Web 2.0 => Web 3.0
The Web
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On-premise => Hosted => Cloud
Computing
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Brick & Mortar => Web 1.0 .com site => Going Social
Enterprise Presence
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ChangeOnlineTribes
New Mediums Going Social
Old habits are not totally irrelevant
*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on www.ted.com
Common Trends
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Customer Data Management Apps => Enterprise CRM Systems =>
Enterprise TRM
Enterprise CRM Evolution
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Services that enable Conversations
between an Enterprise and its Tribes to materialize mutually beneficial
Experiences and Results
*Tribes => Customers, Consumers, Communities
Enterprise TRM
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Customer => The 3 C’s => The TribesCommunications => Conversations
Relationships => Positive ExperiencesSilos => Community
Customers => Advocates
*The 3 C’s => Customers, Consumers, Community*Distinguishing the 3 C’s – An XBOX Gamer (A Microsoft Customer), Video
Gamers (Gaming Consumers), Video Gamer Communities
Enterprise TRM Pillars
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Enterprise TRM ScenariosA Sampling
Note: Pause and think through each scenario in the context of the Enterprise TRM pillars
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Surveying Customers
Are structured customer surveys always effective? Are there opportunities for you to be more efficient in
understanding & engaging with your tribes?
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Micro Communications
The age of viral Micro communications is here to stay. Community Influencers Micro-communicate. Micro-communications make/break brands. Micro-
communications shape consumer perceptions. What is your engagement strategy?
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Customer Service & Engagement
Unhappy campers voicing their opinions on products/services is a common trend in popular & viral online networks. The vast majority are ignored (unlike the example cited above). How
active is your brand in viral networks? What is the cost of ignorance?
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Social Presence
Presence in Viral Social Networks – What purposes could it serve? What is your
Engagement Strategy?
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Collaborative Knowledge Management
Are there more effective & sustainable options to foster knowledge sharing in the context of your
brand?
How could services like the above influence your investments in this context?
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Tribe Shoring
Are there opportunities to directly engage your tribes in shaping your brand?
How could services like the above influence your investments in this context?
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Multi-channel Engagement
Where are your Tribes most active?
What is your engagement strategy to stay connected with your tribes in these channels?
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I log into my connected gaming console and I see…
We Value You Experiences
A message thanking me for a feature add-on suggestionI had submitted and informing me that it has been
addressed with a link to obtain the add-on. The message also Notifies me that1000 points have been credited to
my gaming account for mycontribution and its value to the gaming service provider’s
consumer community
A message recognizing me as a an expert in a game and invitingme to participate in a closed loop beta testing of v.Next
…
…
…
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And Many More…
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Micro-communications: TwitterSocial Media: YouTube, SlideShare
Top 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like Zooppa
Viral Multi-channel App Stores/Ecosystems Custom Branded TRM Service & Community
Top Enterprise TRM Channel Investments
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Enterprise TRM Strategy
…
…
…
Engage in Established External Channels
Drive to/Integrate with
Custom Branded TRM Service & Community
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Micro-CommunicationsSocial Media (Videos, Presentations, Photos,
Blogs, Wikis)Social NetworkingTribe Shoring
Multi-Channel AccessExternal Channel/Service Integration
Usage & Efficacy Analytics
Custom TRM Service Capabilities
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Integrated Brand Hub for
Participatory IdeationCustomer Support & Service
Collaborative Knowledge ManagementTribe ShoringMarketing
Custom TRM Service Applications
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Acknowledgements
Seth GordonLawrence Lessig
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Thank You