Will your organization lead the next revolution in your marketplace, empowering and giving voice to the latent motivations of your customers, or will it become a victim of a more agile, more united group of customers who will self organize around their collective needs and jobs, leaving your outdated organization in their wake?

1. Empowering Revolution in a
New Customer Landscape
Brian Vellmure
Initium LLC / Innovantage
http://www.brianvellmure.com
http://www.twitter.com/CRMStrategies

2. A new era of revolution?

3. Economic Decline and Uncertainty

4. WHAT IF OUR
BASELINE ASSUMPTIONS
ARE WRONG?
WHAT IF THE CORPORATE STATUS QUO
IS VULNERABLE TO COLLAPSE?

5. A New Customer Landscape:
Rapid Digital Evolution
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

6. The Digitization of Everything
Portrait by
Popeye Francom

7. 7

8. Price/Performance Doubling every 18 months
Source: Ray Kurzweil

9. "How far off is a future in which the
creative economy
overflows the thin boundary
that separates 'information' from 'stuff'?"
Tim O’ Reilly

10. A New Customer Landscape:
A Conversation Evolution
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

11. "CRM is no longer just a model "Social CRM is the company's
for managing customers, programmatic response to the
but one of customer customer's ownership
engagement" of the conversation”
- Paul Greenberg
Best Selling Author, Analyst, Consultant
Photo Credit: Michael Krigsman

12. How do your customers prefer to communicate?

13. Kate Leggett Data
For the first time, web self-service
topped the phone channel
as the communication channel
most widely used by customers
to interact with customer service organizations.
- Forrester Research
Forrester’s North American Technographics® Customer Experience Online Survey, Q4 2010

14. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Customers are using more channels
(and more devices too)

15. A New Customer Landscape:
Customer Expectations
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

16. Brian Vellmure
Fundamental Customer Expectations
Help me to get Help me to
my job(s) done feel good
http://www.brianvellmure.com
@CRMStrategies

17. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Customers Want
Know me
6 Things
#1

18. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Competent
#2
Be

19. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Be Trustworthy
6 Things Customers Want
#3

20. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
6 Things Customers Want
Be Likeable
#4

21. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
6 Things Customers Want
Be Relevant
#5

22. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
#6
6 Things Customers Want
Be Available

23. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Fundamentals
Remember
the

24. How are Customer Expectations changing?

25. Growing expectations of immediacy

26. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Great experience regardless of channel

27. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

28. A New Customer Landscape:
The Emergence
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

29. Evolving Customer Relationship Dynamics
Brian Vellmure
They are now Active Value Chain Participants
They (could be) Tech Support / Customer Service
They (could) have input to product/service direction
http://www.brianvellmure.com
They are your brand managers
@CRMStrategies

30. Pioneering a new customer landscape
Brian Vellmure
 From Individual Customers… to Networks of Customers
 From Delivering Value to Customers… to Co-Creating Value with
http://www.brianvellmure.com
Customers
 From Hierarchical Command & Control… to Collaborative
Hybrid Organizations
 From Customer Lifetime Value… to Customer Network Value
 From Stand-alone Companies… to an Ecosystem of Networked
Partners
 From Company Push… to Sensing and Responding in Real-
Time to Customers
@CRMStrategies
Dr. Graham Hill: A Social Business Manifesto

31. Lurking in our Customer Base…
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

32. Brian Vellmure http://www.brianvellmure.com @CRMStrategies
Just a routine call in the call center…

33. Brian Vellmure
Almost 1,000,000 Views on YouTube Over 1,000 Blog Comments
http://www.brianvellmure.com
@CRMStrategies
An appearance on NBC’s Today Show
(and countless other media outlets)

34. Brian Vellmure
And more fun
Customer Service
Bedtime Stories…
http://www.brianvellmure.com
But are these simple
manifestations of
@CRMStrategies
more deep seeded
issues?

35. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

36. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

37. Brian Vellmure
70%
Roughly
http://www.brianvellmure.com
of customers are either upset or extremely upset
about a problem they had with a product or service
in the last 12 months.
@CRMStrategies
Source: Customer Rage Study – 2003, 2004, 2005, 2007

38. Highlight stats about irate customers
here

39. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

40. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

41. What’s lurking in your customer base?
 What if your
customers were to
spark their own
revolution?
 Whatwould it take?
What would they
say?
 How would
you respond?

43. A New Customer Landscape:
Identifying the Opportunities
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

46. Brian Vellmure
PERSONAL STORIES
 Greatexperiences
 What made them great
http://www.brianvellmure.com
 Impact
@CRMStrategies

47. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

48. Increased Connection
Increased Expectations This presents a
Increased Opportunities tremendous opportunity
for organizations who have the
Our customers will continue to reveal ability and desire
more and more about themselves, in to understand, show empathy,
an unstructured manner and respond with
something that resonates

49. A New Customer Landscape:
Measuring (True) Customer Value
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

50. Measuring Customer Value
$9,432.00
Historical Spending

51. Horse and Buggy – customer spending
CLV (Single Customer View)
NPS
CLV (Holistic View)
Next Gen Automobiles: CEV (incorporates CLV,
CIV, CRV, CNV)

52. Measuring Customer Value
$87,950.00
Customer Lifetime
Value
Historical Spending

54. Measuring Customer Value
“Hi, I’m a
Promoter”
$87,950.00 + “8”
CLV + NPS
Customer Lifetime Value
(CLV)
Historical Spending

55. Measuring Customer Value
“Hi, I’m a
Promoter”
$87,950.00 + “8”
CLV + NPS
Customer Lifetime Value
(CLV)
Historical Spending

56. Brian Vellmure
Not just would you, but DID YOU?
http://www.brianvellmure.com
If you did, did they BECOME A CUSTOMER?
@CRMStrategies
If they did BECOME A CUSTOMER,
WERE THEY PROFITABLE?

57. Brian Vellmure
Measuring (True) Customer Value
http://www.brianvellmure.com
Referrals Network Influence
@CRMStrategies
Transactions
Ideas and Feedback Community Support

59. Measuring (True) Customer Value
CLV (Customer Lifetime Value)
+ CRV (Customer Referral Value)
+ CIV (Customer Influence Value)
+ CKV (Customer Knowledge Value)
_______________________________________
Customer Engagement Value
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value
V. Kumar, LerzanAksoy, Bas Donkers, RajkumarVenkatesan, Thorsten Wiesel and Sebastian Tillmanns

61. Companies empowering
Customer Revolutions
Brian Vellmure http://www.brianvellmure.com @CRMStrategies

62. Brian Vellmure http://www.brianvellmure.com @CRMStrategies

63. Key Takeaways
Brian Vellmure
- Societal and business landscape(s) are shifting
- Spark and lead your customer’s revolution, don’t be surprised by it
http://www.brianvellmure.com
- Focus on fundamental customer needs, but recognize the shift in expectations
- Invite and include your customers in core business operations; leverage combination of
structure and unstructured feedback
- Capitalize on new opportunities by providing a superior customer experience
- Customer value measurement is ripe for innovation
@CRMStrategies
- Every interaction is a marketing opportunity, Every mention is an opportunity to listen
- Stand out – and experience the amplifier effect, and higher profitability

64. Key Questions
Brian Vellmure
1. If your customers were to start a revolution, what would it
look like?
http://www.brianvellmure.com
2. How can your organization provide the platform to
empower your customer’s revolution (or evolution)?
3. How would customer interactions (and underlying
technology and processes) change if you truly did
understand Customer Engagement Value?
@CRMStrategies

65. THANK YOU !
Empowering Revolution
In a New Customer Landscape
Brian Vellmure
Initium LLC / Innovantage
http://www.brianvellmure.com
http://www.twitter.com/CRMStrategies