Customer relationship management (CRM) involves using technology to organize customer interactions to manage relationships. Traditional CRM software focuses on sales, marketing, and support. However, customers now engage in online communities and influence each other. An effective CRM strategy recognizes that customers control conversations and seeks to engage customers collaboratively to provide mutual value.

1. Socializing your CRM
Mark Tamis
Social Business Forum 2013

2. Customer relation management (CRM) is a model for managing
a company’s interactions with current and future customers. It
involves using technology to organize, automate, and synchronize
sales, marketing, customer service, and technical support.

3. CRM Software

4. Traditional Funnel

5. It’s a Journey

7. 1. Recognize opportunity/problem in context of
a desired outcome
2. Research approaches to attain outcome
3. Consider enabler types (products, services)
4. Compare and price enablers
5. Negotiate and buy enabler(s)
6. Use enablers to produce outcomes
7. Deal with exceptions to expectations
8. Enjoy/regret outcome
9. [repeat]
Source : CSRA http://s.shr.lc/111qIdr

8. Consumer Decision Journey

9. “The consumer mindset is transforming
from a ‘market of me’ to ‘communities of we,’
which share common interests and tastes..
they are ultimately deciding – and
Influencing others – on which retailers have
earned their trust and will be
rewarded with their patronage.”

11. 1. Recognize opportunity/problem in context of
a desired outcome
2. Research approaches to attain outcome
3. Consider enabler types (products, services)
4. Compare and price enablers
5. Negotiate and buy enabler(s)
6. Use enablers to produce outcomes
7. Deal with exceptions to expectations
8. Enjoy/regret outcome
9. [repeat]
Source : CSRA http://s.shr.lc/111qIdr

12. “CRM is a philosophy
and a business strategy,
supported by a technology platform,
business rules, workflow, processes
and social characteristics,
designed to engage the customer
in a collaborative conversation
in order to provide
mutually beneficial value
in a trusted and transparent
business environment.
It’s the company’s response
to the customer’s
ownership of the conversation.”
- Paul Greenberg

14. Credit: Flickr winnifredxoxo
How to Scale

16. Customer Journey Mapping

17. Touchpoints & Experience Map

18. From Personas to Patterns

19. Behaviours and Modeling

20. Message,Moment, Medium

21. Enabling Systems

22. Actionable Insights

23. Customer Events Tracking

24. Website
Session
Website
Session
Website
Session
CallCenter
Question
LoyaltyCard
PromoEmail
LoyaltyCard
SignUp
MajorProduct
PurchaseinStore
Store all the detail, in time order

25. filter customerjourneys
time

26. filter customerjourneysalign
relative timetime
before after

27. Source: Feb 10, 2012 éwelcome to the Era of Digital Intelligence » Forrester Report
Combine Sources

28. Machine Learning

29. Drill Down to Individual Profiles

30. Build models

31. Build models

32. Optimize for Business Outcomes

33. Conclusions

34. Conclusions
• Map the Customer Journey
• Capture Events at Touchpoints
• Identity Association
• Complete Profile Data in CRM System
• Build Models and A/B Testing
• Enhance Touchpoints
• Optimize for Business Outcomes