2. Os cincospassos de sucessopara o CRM Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
3. Atrativo Atrativo > engajamento> Análise e Perfil> Alvo > Construção do Relacionamento
4. Engajamento Atrativo > engajamento> Análise e Perfil> Alvo > Construção do Relacionamento
5. Análise & Perfil Atrativo > engajamento> Análise e Perfil> Alvo > Construção do Relacionamento
6. Alvo Atrativo > engajamento> Análise e Perfil> Alvo > Construção do Relacionamento
7. do Construção Relacionamento Atrativo > engajamento> Análise e Perfil> Alvo > Construção do Relacionamento
8. Status Quo Account Management/Planning Support BPM Contact Management Call Center POS Internet Rating Email Sales Force Agent Guidance Ordering Campaign Management SFA 360 ° View Customer Segmentation
9. A Definição O CRMviabilizao compartilhamento das informações dos Clientes,de tal forma que toda a corporaçãopossabeneficiar-se desses. Apronfunda o relacionamento entre os pares, aprimorando a cadeia de produtividades. Oresultadoseráumaampla e desfrutávelestrutura de informaçõesabastecidapelamútuacolaboração, co-criação e o conhecimentodacomunidadeenvolvida no CRM.
18. Os clientes estão no controle de... Com quem comunicam-se. A respeito do que comunicam-se. Com que constância comunicam-se. Com quem trocam experiências. Com quem compartilham informações. Sobre qual tecnologia utilizam.
20. “Em um ambiente repleto de soluções distintas, preciso de uma ferramenta que reúna todos os dados de forma rápida e prática. Preciso que as informações sejam encaminhadas regularmente por e-mail”
21. “Desejo que os resultados sejam apresentados de forma simples e acessível.”
22. A estratégia do CRM direciona a EstruturaOrganizacional e a Tecnologia direcionadores direcionadores
23. “Minha equipe motiva-se imediatamente após ver os nossos resultados refletidos nas análises.”
24. “Toda a nossa equipe analisa o mesmo conjunto de dados, fazendo-o sobre ângulos distintos.”
ComponentsSupportContact ManagementSales Force AutomationAccount ManagementCampaign ManagementOrderingBusiness Process ManagementChannelsCall CenterSales Force (Direct Sales)InternetEmailPoint of Sales (Shop)Buzzwords360° View of the customerCustomer Segmentation (for campaigns)Rating (Gold-Silver-Bronce customers)Agent Guidance (Scripting, Process Automation)Next: Version 1 of CRM
Model insteadof Management – conflictingwith CRM 2.0 - newhierarchy, end of COMAND AND CONTROLWeb 2.0 as technological catalystEmpowerment of customers through GLOBAL and INSTANT COLLABORATION and EASY ACCESS to dataLEVERAGE customers knowledge and innovation powerCustomers become Advocates and SPREAD THE WORD for a product or brand (VIRAL MARKETING)NEXT: CRM 2.0 Ingredients
Traditional CRM plus Web 2.0 and Enterprise 2.0 – Even more a strategyandmindsetthanbefore!Web 2.0 Technology is a catalystfor a global change in businessbehaviorEnterprise 2.0 - Web 2.0 inspiredapplicationsfor large enterprises (Intranet) – Instant Messaging, Social Networks, Wiki-Webs, etc.NEXT: New Components to CRM 2.0
Simple Answer – Wearecurrentlygoingthrough a Business Revolution! Deep SOCIETY CHANGES (Agriculturalrevolution -> First and Second Industrial Revolution -> Information society / KNOWLEDGE ECONOMY )Web 2.0 has (and will..) changedhowwe do businessHardtorecognizewhenyouare in themiddleof such a revolution (seeexamples)Best istovisualizetheimpactwithhistoricaldevelopmentsthat DRAMATICALLY CHANGED THE WAY WE LIVE AND DO BUSINESSNext: ®Evolution (Mobility & Communications)
Get mobilecarriage (Romans 200 a.c.) - automobile (Gottlieb Daimler) – Airplane (The first commercial flights took place between the United States and Canada in 1919 )
CommunicateThe first documented use of an organized courier service for the diffusion of written documents is in Egypt, where Pharaohs used couriers for the diffusion of their decrees in the territory of the State (2400 BC). 10 March 1876 — The first successful telephone transmission of clear speech using a liquid transmitter when Bell spoke into his device, “Mr. Watson, come here, I want to see you.” and Watson heard each word distinctly.
FollowingtheempowermentofcustomersAcceptthatthecustomeris in controlNext: Howcan I achieveit?
Traditionally Innovation happens in a dedicated R&D department – disconnectedfromthe outside worldandconsumerdemandInnovation hastobeextendedthroughoutthecompanyandthecustomerbasePROSUMERSCustomers become “prosumers” by co-creating goods and services rather than simply consuming the end product‖ (Tapscott & Williams 2006) Innovation is ALIGNED with DEMAND
CRM 2.0 expands the source for innovation from the R&D department to the whole enterprise and further to the whole customer base!Alignedwiththe Customer DemandNEXT: Kumbaya Zone
Yarmis, J., 2008. First Steps in Social Media and Networking: Avoiding the Kumbaya Zone AMR Research.