This document discusses the evolution of customer relationship management (CRM) systems from traditional enterprise CRM to enterprise tribe relationship management (TRM) in light of digital technologies and online customer behaviors. It argues that CRM needs to be rethought and transformed into TRM by focusing on enabling conversations between enterprises and online customer tribes to create mutually beneficial experiences. The document outlines several pillars and potential scenarios of enterprise TRM and recommends key TRM channel investments and capabilities for enterprises.

1. Enterprise TRM TRM => Tribes Relationship ManagementEnterprise CRM in the Digital/Online Services AgeKarthik Ravindrankarthikr@live.com

2. Traditional Enterprise CRM

3. Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer CommunicationsSales, Marketing, and Customer Service

4. Worked well (if done well) in the past

5. What about in the current & emerging digital/online age?

6. Can it move your Customer Relationshipneedle forward?

7. Revisiting CRM in the Digital Age

8. Rethinking Traditional Enterprise CRM What requires rethinking? Technology Enabled Systems Data Mgmt + Structured Processes Business-2-Customer Communications

9. Traditional Enterprise CRM concepts How are they impacted by the Digital/Online Age? CustomerContactContract LeadOpportunityMarketing ListsMarketing Campaign ChannelsCustomer SupportSales Force Automation…

10. The world has evolved and is constantly evolving…

11. Presence Mailing Address => E-mail Address => Web Site

12. Photo Sharing Snail mail => E-mail => Social Networks

13. Communication Letters => E-mails => Tweets

14. Marketing Snail mail Marketing => E-mail Marketing => Social Media Marketing

15. Consumer Perceptions Vendor Marketing + Personal Experiences => Social Media Communities & Influentials

16. The Web Web 1.0 => Web 2.0 => Web 3.0

17. Computing On-premise => Hosted => Cloud

18. Enterprise Presence Brick & Mortar => Web 1.0 .com site => Going Social

19. Common Trends ChangeOnlineTribes New Mediums Going Social Old habits are not totallyirrelevant*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on www.ted.com

20. Enterprise CRM Evolution Customer Data Management Apps => Enterprise CRM Systems =>Enterprise TRM

21. Enterprise TRM Servicesthat enable Conversationsbetween an Enterprise and its Tribesto materialize mutuallybeneficialExperiences and Results*Tribes => Customers, Consumers, Communities

22. Enterprise TRM Pillars Customer=> The 3 C’s => TheTribesCommunications => ConversationsRelationships => PositiveExperiencesSilos => CommunityCustomers => 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

23. Enterprise TRM Scenarios A Sampling Note: Pause and think through each scenario in the context of the Enterprise TRM pillars

24. Surveying Customers Are structured customer surveys always effective? Are there opportunities for you to be more efficient in understanding & engaging with your tribes?

25. 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?

26. 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?

27. Social Presence Presence in Viral Social Networks – What purposes could it serve? What is your Engagement Strategy?

28. 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?

29. 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?

30. Multi-channel Engagement Where are your Tribes most active? What is your engagement strategy to stay connected with your tribes in these channels?

31. We Value You Experiences I log into my connected gaming console and I see… A message thanking me for a feature add-on suggestion I 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 my contribution and its value to the gaming service provider’s consumer community A message recognizing me as a an expert in a game and inviting me to participate in a closed loop beta testing of v.Next … … …

32. And Many More…

33. Top Enterprise TRM Channel Investments Micro-communications: TwitterSocial Media: YouTube, SlideShareTop 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like ZooppaViral Multi-channel App Stores/EcosystemsCustom Branded TRM Service & Community

34. Enterprise TRM Strategy Engage in Established External Channels Drive to/ Integrate with Custom Branded TRM Service & Community … … …

35. Custom TRM Service Capabilities Micro-CommunicationsSocial Media (Videos, Presentations, Photos, Blogs, Wikis)Social NetworkingTribe ShoringMulti-Channel AccessExternal Channel/Service IntegrationUsage & Efficacy Analytics

36. Custom TRM Service Applications Integrated Brand Hub for Participatory IdeationCustomer Support & ServiceCollaborative Knowledge ManagementTribe ShoringMarketing

37. AcknowledgementsSeth GordonLawrence Lessig

38. Thank You