This presentation reviews several overarching frameworks for guiding CRM strategy and planning efforts. It provides a starting point for many aspects of a holistic CRM approach.

1. CRM 2.0 Series mikemoir.com
CRM 2.0
Frameworks for Program Strategy
@mikemoir
From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting

2. CRM 2.0 Series mikemoir.com
Copyright © 2010 Mike Moir Consulting

3. CRM 2.0 - Context Diagram
Customer Ecosystem Existing &
Affinity Segments - Prospects – Customers – Advocates – Influencers – Partners – Competitors - Detractors Company Led
Social Media
Facebook
Myspace
Twitter
Linkedin
Communities
Forums
Social Sites
Principles
Social Web Trust
Authenticity
Reputation
Rules of Engagement
Wisdom of Crowds
Collaboration
Peer Support
Content Creation
Business Social Face-to- Organizational
POS Mobile Email Website Partners
Channels Media Face Tenants
Customer
Socially Socially Socially Socially Centricity
Social CRM
Capabilities Enabled Enabled Enabled Enabled
Trust, Authenticity
& Transparency
Traditional Marketing Sales Service Product Listen, Engage,
CRM Respond & Close
Loop
Coordinated
Incentives & Rapid Responses
People Skills Culture Knowledge Collaboration
Alignment & Agility

4. Customer-Centric
Analysis
Copyright © 2010 Mike Moir Consulting

5. CRM 2.0 Series mikemoir.com
Sales 2.0
What’s New
Approach • Selling through Experience and Relationship
• Leverage your online reputation
• Customers and Advocates are new channel
Customer Needs • Convenience
• To be known by business (personalization)
• To be involved in the process (not sold to)
Lead Generation • Use social media monitoring tools to identify leads and watering holes on web.
• Participate as expert in online discussions.
• Comment on blogs
• Use Twitter and build a following
• Create a social network group or area of practice.
WOM • Enhanced ability for consumers to exchange ideas about brands through social networks like
Facebook and MySpace and consumer-generated media like blogs.
Sales Insights • Better sales intelligence using social data
• Gain deeper insights into competitor landscape
Copyright © 2010 Mike Moir Consulting

6. CRM 2.0 Series mikemoir.com
Marketing 2.0
What’s New
Marketing Message • Shift from product/company specific marketing messages to customer-centric campaign
themes.
Amplify Traditional • Integrate social media/engagement tactics with other marketing tactics / media buys to
enhance value of spend.
Marketing with Social
Engagement Marketing • Traditional marketing funnel is changing to an Engagement Continuum. For example,
consumers snack on content at many touchpoints and then research using social media
(blogs, peer reviews) to make purchase decisions. Traditional media campaign stimulate
consumers and brands need to engage with these conversations during and after campaigns
(conversational marketing).
WOM & Social Media • WOM Marketing shits from testing to integrated component in the marketing mix. Social
media marketing and consumer behavior changes have reignited the WOM discipline.
More Consumer Channels • Traditional marketing programs effectiveness is declining due to channel proliferation,
audience fragmentation, advertising fatigue and younger audience attitudes towards
advertising.
Follow your customers • Listen and Engage with customers where they reside (Social Networks, Blogs etc..).
Copyright © 2010 Mike Moir Consulting

7. CRM 2.0 Series mikemoir.com
Marketing Execution Cycle
1. Business 3. Content 4. Customer Touchpoint
Website 2. Content Creation
Goals and Presentation and Interactions
and Management
Objectives Transaction Customer Needs
Email Processing
• Content Creation • Information
Awareness
• Engagement
Marketing • Content Management • Ad Serving • Awareness
Online Ads
• Product Creation • Access
• Content Authoring • Web Presentation
• Product Branding
• Product Launch Search • Meta Tagging • Email Presentation • Information
Consideration
• Campaign • Asset Management • Education
• ECommerce
Execution
• Consumer Social • Social Programs • Purchase
Research • Promotion
• Decision tools
Purchase
• Recommendations
• Buy Flow
Sales
• Fulfillment
• New Sales
• Repeat Sales 6. Data Analysis and 5. Data Collection • Usage Question
• Channel Usage Website Information
Reporting Storage, and • Event
Sales • Community
• Data Reporting Access
Support • Automated Online Ads
• Data Harvesting
• Returns • Ad Hoc • General Info
• Product Support • Data Storage Support • Usage Question
• Data Analysis • Account Support
• Billing Issues Email
• OLAP • Data Aggregation
• Product
Information • Datamining
• Loyalty Programs
Search
• Content/Usage
Extension
Operations • Optimization Analysis
• Fulfillment Offline Mkt.
• Scenario and Interaction
Planning
Copyright © 2010 Mike Moir Consulting

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Service 2.0
What’s New
Approach • Goals are to minimize problems, retain customers, improve satisfaction, generate
revenue from base and deliver “Legendary “ customer service.
• Have the “right answer - the first time”.
• Cannot have a disconnect between the marketing message and the product expectation.
• Some say “Customer Service is the new marketing”.
Customer Needs • Has Multichannel Preferences
• Prefers self-service
• Only wants to be sold to when it’s appropriate.
• Customer Service needs to respond to the new “Social Customer”
Listen, Tune-In, Respond • Go where your customers are
• Proactively listen and respond accordingly
• Develop customer service capabilities on these social sites (Twitter is very popular)
Use Feedback Systems • Implement a feedback platform for your customers
• Harness valuable insights back to your product, marketing and other teams.
• Consider a SaaS feedback system (UserVoice, GetSatisfaction)
Community-based Support • Customers are willing to help each other
• Encourage this peer support interaction through forums, wikis, acknowledgement etc..
Copyright © 2010 Mike Moir Consulting

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Product Innovation 2.0
What’s New
Approach • Rapid product innovation requires harnessing and foster ideas, features and fixes from customers
and the greater web.
• Greater role for the customer in the product feedback loop.
• “Catching Innovations trends right under your nose”
Market Insights • Market trends analysis : read content related to industry and concept
• Benchmarking : read user reviews and content published about competition
• Competition analysis : read user reviews and content published about competition
• Surveys : share surveys and/or find participants via blogs, social networks and microbogging
Crowdsourced R&D • User ideas generation : read blogs where users share ideas about the possible evolutions of your
product.
Co-Creation • Leverage your own focused community to develop ideas and concepts from stakeholders..
Product Testing • User testing : test some functionalities with one panel of users and recruit and/or share via the
social media
• Beta : launch a private version of the product and recruit/share via the social media
Product Launch • Communication : use social media and the power of crowds to talk about the launch of your
product
• User engagement : use social networks to invite new users and engage a viral effect
• Users feedbacks : use the social media to learn about how your users appreciate your product.
Can be surveys or simply reading posts.
Copyright © 2010 Mike Moir Consulting

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Key Strategy: CRM Roadmap
The first step to developing a roadmap is anchoring the program on core business
strategy and ultimately aligning initiatives to these goals.
Vision Goals Roadmap Projects
CRM Vision Objectives / Goals Roadmap Initiatives
( Linkages )
Outputs
 Derived/Aligned to core  Customer-Focused Objectives  Establish Planning Themes/  Identify/Prioritize Projects
business Strategy  Internal-Focused Objectives Stages  Projects Are Build / Enhance / Maintain
 Customer Relationship  Identify Business Case & Success  Define Capabilities Required  Alignment To Existing Initiatives
Philosophy Metrics  Prioritize Capabilities
 Identify Risks & Challenges
Project 1
Processes
CRM Vision Objectives / Project 2
Goals Functionality
Project 3
Information
Project 4
Technology Project 5
Organization Project 6
Project 7
Project 8

11. CRM 2.0 Series mikemoir.com
Align Objectives to Guide Program Actions
Next, we align objectives over time, and also break them down by people, process and
technology areas.
Objectives
Short Term Mid Term Longer Term
People
Process
Technology
Copyright © 2010 Mike Moir Consulting

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CRM Planning Roadmap

13. CRM 2.0 Series mikemoir.com
Key Strategy: Seeing your business through your customer’s eyes
Creating customer scenarios will help you streamline customer-facing business
processes from the customer’s perspective. Often called, “Customer Experience
Management”, this program seeks to optimize experience across all touchpoints.
Developing Customer Scenarios
Steps Description
1. Select Customer Target Define user type(s) and characteristics.
2. Define Customer’s Goal(s) Select the goal the customer needs to fulfill.
3. Establish Specific Situation(s) Envision a situation for customer, and a context that they are in.
4. Detail the customer steps Think through the individual activities and interactions the
customer would perform and the information that is needed at
every step.
5. Map how your business supports What does your company do to support these activities.
How can your company better support these needs.
Think through technologies, people, processes.
Map measurements to touchpoints.
Copyright © 2010 Mike Moir Consulting

14. Customer Type
Product/Service
Scenario
Customer Lifecycle
Customer Awareness Interested Registered Engagement Loyalty Advocate
Stages
Needs • Need 1 • Need 1 • Need 1 • Need 1 • Need 1 • Need 1
• Need 2 • Need 2 • Need 2 • Need 2 • Need 2 • Need 2
• Need 3 • Need 3 • Need 3 • Need 3 • Need 3 • Need 3
Touchpoints • Touchpoint 1 • Touchpoint 1 • Touchpoint 1 • Touchpoint 1 • Touchpoint 1 • Touchpoint 1
• Touchpoint 2 • Touchpoint 2 • Touchpoint 2 • Touchpoint 2 • Touchpoint 2 • Touchpoint 2
• Touchpoint 3 • Touchpoint 3 • Touchpoint 3 • Touchpoint 3 • Touchpoint 3 • Touchpoint 3
Measurements Acquisition Engagement Loyalty
• Metric 1 • Metric 1 • Metric 1 • Metric 1 • Metric 1 • Metric 1
• Metric 2 • Metric 2 • Metric 2 • Metric 2 • Metric 2 • Metric 2
• Metric 3 • Metric 3 • Metric 3 • Metric 3 • Metric 3 • Metric 3

15. CRM 2.0 Series mikemoir.com
Key Strategy: Synchronize Everything
Companies have struggled with the “One Company” goal due to many forces. A new
competency around “Synchronizing” can have major impact on operational efficiencies.
Synchronization Dimensions
Offerings Technology Organization
Objective Provide unified, flexible face Create IT architecture that Be responsive to customers
to customers bridges organization silos. while maintaining product and
functional excellence.
Key Enablers • Decouple siloed product • Decouple customer-facing • Decouple customer expertise
offerings applications with backend from product and functional
• Integrate customer and system constraints expertises.
product databases • Tiered architecture where • Align product units as
• Gain deep contextual middle tier coordinates/ suppliers to customer-facing
understanding of customer integrates teams.
activities
Outcome Alignment with customer Integrated and flexible due to Establish both a customer-
activities modular approach centric and product-centric
company
Copyright © 2010 Mike Moir Consulting

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Key Strategy: Customer Co-Creation
Co-creation is the practice of product or service development that is collaboratively
executed by developers and stakeholders together".
Tactics
Encourage Active Dialogue Develop interactive capabilities to interact with your customers.
Begin building people, processes and systems to engage them
in these dialogues as equals. Learn from them.
Bring together partners and establish Guide, support and capture co-created ideas through a
collaboration platform collaborative and open methodology.
Mobilizing Customer Communities Customers are forming niche communities that have a powerful
influence on the market. Find ways to engage, participate, and
empower these users that works on their terms.
Co-Creating Personalized No longer are customers just buying a product, they are now
Experiences buying a product that has customer experiences around it. This
is particularly relevant in entertainment type offerings. Create
offerings that allow customer to become a co-creator and
personalize online experiences.
Copyright © 2010 Mike Moir Consulting

17. CRM 2.0 Series mikemoir.com
Key Strategy: Empowering the Frontline
Companies seeking competitive advantage are realizing the front-line customer facing
employees have an increasingly important role in the new customer centric organization.
Below are five different paths to driving this motivation from front-line workers.
5 different paths to high performing front-line workers
Motivation Force Employee Commitment Organizations
1. Mission, Values, Pride Mutual Trust, Collective Pride, Values, Proud 3M, Marines, New
Self-Discipline York City Ballet
2. Process, Metrics Transparent, Clear Tracking They what is expected, how Toyota, Microsoft
of Results its measured, why it matters
3. Entrepreneurial Path Personal Freedom, They are in control of their BMC Software,
Opportunity for High Earnings, own decisions. Google
Risk
4. Individual Achievement Path Intense respect for individual Recognition. Perot Systems
achievement.
5. Reward & Celebration Path Recognition and celebration Have fun in a supportive and Mary Kay,
of organization interactive environment. Tupperware
accomplishments.
Copyright © 2010 Mike Moir Consulting

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Key Strategy: CRM Program Measurement
Performance driven CRM programs require a commitment to continuous improvement
and also the ability to measure and take action using program KPIs.
Balanced Performance Dashboard
Area KPI Common Metrics
Recall, Impressions, Brand Equity, Sentiment
Customer Awareness Satisfaction, Net Promoter Score
Customer Satisfaction Marketing KPIs (conversion, CPx ..)
Churn
Marketing Effectiveness LTV
Referrals
Retention Defection Patterns
Loyalty
Number of campaigns
Marketing Campaign Metrics (Impressions, New customer retention rates
Visitors, Conversions), Number of responses by campaign
Number of purchases by campaign
Engagement, Referrals Revenue generated by campaign
Cost per interaction by campaign
Number of new customers acquired by campaign
Customer retention rate
Number of new leads by product
Copyright © 2010 Mike Moir Consulting

19. CRM 2.0 Series mikemoir.com
Key Strategy: CRM Program Measurement
Balanced Performance Dashboard (cont)
Area KPI Common Metrics
Number of prospects
Sales Prospects Number of new customers
Customers Number of retained customers
Number of open opportunities
Sales Close rate
Number of sales calls
Competitive Number of sales call per opportunity
Amount of new revenue
Amount of recurring revenue
Time to close by channel
Sales stage duration
Sales cycle duration
Number of sales calls made
Number of proposals given
Competitive knockouts
Cases closed same day
Service Calls, Number of cases handled by agent
SLA Number of service calls
Average number of service requests by type
Time to Resolution Average time to resolution
Average number of service calls per day
Satisfaction Percentage compliance with service-level agreement
Percentage of service renewals
Customer satisfaction level
Complaint time-to-resolution
Propensity for customer defection
Organizational Efficiency Metrics
Organizational Structure & People Financial Metrics
Cost Effectiveness Process/Productivity/Quality Metrics
IT Metrics
Process & Delivery Channels
Infrastructure and Enabling Support

20. CRM 2.0 Series mikemoir.com
This presentation was brought to you by Mike Moir.
I help companies develop programs and design online
experiences to build successful relationships with their
audiences. I am a marketing strategist, web product
manager and social media professional. If you would like
more information please contact me.
www.mikemoir.com
Copyright © 2010 Mike Moir Consulting