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BACK TO THE NINETIES …WHEN CRM WASN’T SOCIAL

SOCIAL MEDIA DAY ACADEMY: 7/3/2012

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WHO AM I?

• Least followers on Twitter of speakers today

• I’ve got and IT/Marketing/Analyst background

• I work in the software industry with SAS Institute

• Call me a generalist (as long as it’s data)

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WHAT WILL I BRING?

• Aspect of time in technology adoption: Learn from the past

• Aspect of people in technology sense: Embrace the future

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THE HYPE CYCLE

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Technology Trigger

Peak ofInflated Expectations

Trough of Disillusionment Slope of Enlightenment Plateau of

Productivity

time

expectations

Years to mainstream adoption:less than 2 years 2 to 5 years 5 to 10 years more than 10 years

obsoletebefore plateau

As of September 2011

This chart is a composite, derived from Gartner published Hype Cycles. The particular combination and comparison of items made here has not been reviewed by Gartner.

CRM Analytics

Customer Relationship Management

Customer-CentricWeb Strategies

Email Marketing

Integrated Marketing Management

Social Analytics

Social Media Management

Social Network Analysis

Text Analytics

Web Analytics

Web Experience Analytics

Lead Management

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CRM IN THE NINETIES WAS CALLED DATABASE MARKETING• DRIVER #1: THE CHANGING ROLE OF DIRECT MARKETING

• The move to relationship marketing for competitive advantage.• The decline in the effectiveness of traditional media.• The overcrowding and myopia of existing sales channels.

• DRIVER #2: CHANGING COST STRUCTURES• The decline in electronic processing costs.• The increase in marketing costs.

• DRIVER #3: CHANGING TECHNOLOGY• The advent of new methods of shopping and paying.• The development of economical methods for differentiating customer communication.

• DRIVER #4: CHANGING ECONOMIC CONDITIONS• The desire to measure the impact of marketing efforts.• The fragmentation of consumer and business markets.

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TODAY:3 FLAVOURS OF CRM

SalesforceAutomation

Marketing Automation

Customer Service

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TODAY: 3 FLAVOURS OF CRM

• Customer Service• Sales force automation• Marketing Automation

• Enter social

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IN THE 90’S

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CUSTOMER CASE 1:CULTURE

Case 1: Zappos

“WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)

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FOCUS ON CULTURE?SURE, BUT …

• What if:• a typical day consists of

6,000 phone calls 400 live chats 1.1M social interactions.

you’ll need to know those persons!

Even Culture is fueled by Customer Intelligence

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IN BELGIUM

• Eva from Belgacom • Charlotte from Telenet

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Respond to authors “in channel” Active feedback channel for events, launches, promotions

CUSTOMER SERVICE CRM FUTURE

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TODAY: 3 FLAVORS OF CRM

• Customer Service• Sales force automation• Marketing automation

• Enter social

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TODAY: 3 FLAVORS OF CRM

• Customer Service• Sales force automation• Marketing automation

• Enter social

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IN THE 90

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Basic customer information

Customer Intimacy

Cus

tom

er In

telli

genc

e

Renewal campaigns / Opt in newsletters

Targeted campaigns

Segmentation and patterns

Campaigns based on propensity scoresand next best offers inbound campaigns

Event Triggers

Predictive Models

Channels & Offers optimizationOptimization

Event Based Campaigns

MARKETING AUTOMATION

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IN BELGIUM

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MARKETING AUTOMATION FUTURE

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TODAY: 3 FLAVOURS OF CRM

• Customer Service• Sales force automation• Marketing automation

• Enter social

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IN THE 90’S

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• CHANGING PARADIGMS

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But  EMI  pract i ca l ly   i s

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Itunes Music revenue 2012 expected to top

8 Billion $

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8 Billion $ 1,6 Billion $

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COMPANIES THAT DON’T DIGITALIZE THEIR ASSETS WILL

SOME SLOWLY, OTHERS SUDDENLY

BUT IT WILL BE PAINFULL

DIE

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INTERNET ALMOST KILLED A RETAIL STAR

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BEST BUY IS BARELY SURVIVING DUE TO “SHOWROOMING”

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TOMORROW?

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TODAY! AMAZON FRESH

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ONE OF ING’S TOP THREATS

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customer

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EXPERIENCEFUN

LOTS OF CASHCUSTOMER INSIGHT

LEGACYPRESSURE

LIMITED CASHUNKNOWN CUSTOMERS

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ARE WE THEN TAKING SOCIAL CRM?

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NO PROCESSES?

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SOCIAL CRM FRAMEWORK

Data ManagementCollect

IntegrateNormalize

Store

Analytics LayerClean

OrganizeAnalyze

Report, Engage, & Leverage

InternalData

WebData

Data Integration

Data Cleansing &Noise Filtering

Natural Language Processing

ContentCategorization

Influence & Engagement

Sentiment Analysis

Text Mining &Entity Extraction

• Social Networks• Forums• Blogs• Online News• Reviews

• Survey Open-ends• Customer Emails• Call Center logs• Web chats

Visual AnalyticsBig Data

Visualization

Media Portal iPad appMobile

Media Portal

Dashboard

Conversation Center

Engagement

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(SOCIAL) CRM OR (SOCIAL) CRM?