The deck I used for the CRM in 1 Day conference, The Netherlands; September 2010

1. Changing Perspective
how we need to change thinking about the
(Social) Customer & Customer relationships
By Wim Rampen
http://wimrampen.com
http://twitter.com/wimrampen
mobile: +31 (0)6 364 912 60
http://homepage.ntlworld.com/andrew.lipson/escher/relativity-1600.jpg

2. Being transparant about my goal today
I’ll be trying to “bust” some myths, change some of your beliefs,
but most of all I’ll be trying to start a process of thinking differently
about the Customer.. http://www.flickr.com/photos/cdevers/4579864329/

3. Managing Expectations:
This presentation is NOT about the Social Media channel..
It is about following the logic of the Social Customer..
image courtesy: http://www.flickr.com/photos/laughingsquid/383433646/

4. It's about the company's response
to the customer's ownership of the
conversation..
by Paul Greenberg
cartoon by Mark Tamis: http://marktamis.com

5. Before I start: Who is the Social
Customer?

6. What are your first thougths when you think
about Customer Relationship Management?
http://www.flickr.com/photos/jmsmytaste/90648278/

7. Is this what it’s evolving to?

8. 5 things we as companies do
“in the name of CRM”

9. 1: we PUSH products & messages
http://www.flickr.com/photos/tidymind/4327717486/

10. 2: based on our understanding of the
1:1 relationship

11. 3: we aim for value exchange
image courtesy: http://www.flickr.com/photos/mithril/2764675971/

12. 4: we try do so on each possible interaction or
event

13. 5: we make it difficult to interact with us
http://www.flickr.com/photos/adamkr/4938036983/sizes/l/

14. CRM is about & for US, not THEM!

15. Let’s challenge our perspective..

16. What are best in class
conversion rates on Direct
Marketing?

17. How many Customers did you disturb?

18. How many of you ask Customer
Service to gather Customer’s
e-mail adresses?

19. And what can your service rep
do and see to help the
Customer?

20. 1 single measure for Customer
loyalty?

21. We ask our Customers to do
what?

22. How many of you map the
Customer Journey/Experience?

23. Where did you start?

24. Point taken.. we need a fundamental shift in perspective
Let’s talk about Value

25. What is value to your Customer?

26. Value is determined by the Customer when using
the product or service..(over a lifetime)

27. Customers are active co-creators of value..
Your Customer is
here too

28. Now, more than ever, the Customer is pulling information,
knowledge, other resources etc etc from their networks to get the
job done... with as little efforts/costs as possible
http://www.flickr.com/photos/marxpix/471485822/sizes/l/

29. the great disconnect
COMPANIES CUSTOMERS
Push & provide Pull & Co-create
Products & Messages Resources
Through 1:1 relationships From & with their networks
Aimed at Value To meet their desired
exchange outcome
On each possible With minimum
interaction effort

30. we need to allign our thinking & actions with
the Customer’s process of value creation..
image courtesy: http://www.flickr.com/photos/ahmadnawawi/3808452611/

31. Map customers’ value creation process, not
just your touch-points with them, and
understand how they pull resources from their
networks to get the job done..
image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/

32. Build and help to develop relationships
between individuals with similar desired
outcomes and behavior
image courtesy: http://www.flickr.com/photos/loveforphotography/457269816/

33. Design experiences that stimulate engagement
through interactions in networks of
relationships

34. Support Customers’ value creation process by
facilitating Customers to connect with the right
resources and pull these when they need them
image courtesy: http://www.flickr.com/photos/romec1/3246065362/

35. Engage employees and partners in supporting
Customers in their process of value creation

36. Extract actionable insights from 360-degree
feedback to foster innovations and to turn
them into value propositions that attract new
Customers
image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/

37. Collecting feedback 365 days/year.
A good starting point

38. similar customer jobs
connect likeminded
I like this, but what’s in it for me?

39. desired outcomes
connect likeminded
engage partners
Nike+ is a perfect example

40. Engaging with Customers has never been more easy..
Helping your Customers be successful in their
jobs is not..
What would that mean for the reward?

41. Close the Gap
COMPANIES CUSTOMERS
Push & provide Pull & Co-create
Products & Messages Resources
Through 1:1 relationships From & with their networks
Aimed at Value To meet their desired
exchange outcome
On each possible With minimum
interaction effort

42. Changing Perspective
how we need to change thinking about the
(Social) Customer & Customer relationships
By Wim Rampen
http://wimrampen.com
http://twitter.com/wimrampen
mobile: +31 (0)6 364 912 60
http://homepage.ntlworld.com/andrew.lipson/escher/relativity-1600.jpg