The document discusses the changing behaviors of consumers and the implications for customer relationship management. It notes that consumers are increasingly engaging with companies through social media channels and are in control of more aspects of the customer journey. It also outlines a hypothetical "day in the life" scenario of a connected consumer interacting with a company through various digital channels. Finally, it addresses the need for companies to adopt social CRM strategies to better serve customers across multiple touchpoints.

1. Social CRM & The Customer of the Future Barry Dalton CIO & Reformed CRM Consultant Telerx Marketing Inc. Today

3. Customers Don’t Buy Like They Used To Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009 Awareness Familiarity Consideration Purchase

4. Consumers Don’t Buy Like They Used To Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009 mobile social web email @ store print call center Awareness Familiarity Consideration Purchase

7. Customer Relationship Management

10. Day in the Life of the Consumer of the Future Mom blogging Recipe Look Up Menu building Mom tweets Rep engages Dietician responds Mom at grocery store Rep texting reply Does your cheese spread Contain gluten? No ur good. Try Dirt Cups desert. Yum! No ur good. For dessert Try apple turnovers. Yum! I ‘m diabetic. R these ok? Mom continues … … ybe you would like to Try Fluffy Sugar Free Jello-O Pie instead . … Baking new Brand X recipe for Suzy’s party. She loves it! Mom-Blog Planning Suzy’s birthday party. Looking for menu ideas for 10 kids. @mom Good luck w/the recipe. My kids love it! Txt 57238 if u get stuck Also click on this link for Cheese spread cpn http://tinyurl/uwc87s Maybe Try Fluffy Sugar Free Jell-O Pie instead. Here is the link to our recipe. http://tinyurl.com/cRT67v .

11. Day in the Life of the Consumer of the Future Clicks photo of item still looking for; buys online Speech Recognition & Customer Hold Messaging Mom connected with IVR Checks out website… clicks on icon to call Mom checks out Mom blogs to 5,000 readers I just want to talk to a person. Bypass! Join our Innovation Community, to sign up… Speaks with tech savvy Rep Have you tried this recipe? I will send you a coupon. Mom-Blog Bday party big success http://twitpic.com/ . New Brand X recipe was so easy see recipe @ BrandX site!

12. Day in the Life of the Consumer of the Future Mom & Rep enter chat session to locate product Mom receives email … joins Innovation Community and more Receives text via Text Messaging Service Video conference tomorrow Leverage your most important assets to create strategic business advantage Rep: Hi Mrs. Mom Mom: Hi Mom: I am looking for Golden Oreos Minis Rep: I will take you to the Netgrocer website we can shop together. Mom : Thanks I will submit the order Rep: Have a nice day. Bye.

13. What are the implications?

18. Crowdsourcing

20. The Challenge Needs A New Approach Marketing, Sales & Service Team Hundreds of Net New Processes Communications Customer store mobile social web email @ print call center One Process – One System Customer store mobile social web email @ print call center Communications Customer-centric Coordination

21. Who Owns It?

22. Interactive Marketing Public Relations Interactive Marketing and Public Relations partner with Brand Teams/Agencies for brand plans incorporating Social Media Customer Service Interactive Marketing and Customer Service partner to provide campaign management closed-loop follow up All three functions partner w/ Legal, others on Social Media guidelines, KPIs, organization structure Customer Service and PR partner for crisis management, brand hijacking

23. Social CRM requires new service & support capabilities From To Static Knowledge Management Dynamic Knowledge Monitoring Call Center Operations Social Media Integration Desktop Applications [CRM] Information Gathering & Analysis Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service

24. ROI of Social CRM – Engaging customers in the service & support model Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service Author Publish Consume Feedback Analytics Authors create and/or modify content. In the social web, authors are also consumers Publishing workflow and engagement guidelines Users (agents AND consumers) use the content to address issues. Analytics data gathered based on usage to identify ‘superusers’ Users provide feedback such as recommendations on products. Ratings on content usefulness Analytics & Insight on what is working well, what needs improvement in the customer experience

26. Who’s Doing It? Who’s Doing It?

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28. Barry Dalton twitter:@bsdalton LinkedIn: barrydalton Facebook: barry.dalton2 email: [email_address] Blog: http://custservicestories.blogspot.com