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© 2015 SugarCRM Inc. All rights reserved.
OPERATIONALIZING THE JOURNEY
Mitch Lieberman, CSA
August 17, 2015
© 2015 SugarCRM Inc. All rights reserved.
Foundation
• What is Customer Journey (close cousin to
customer experience)
– The Practical parts of a making a decision
– The Emotional elements within a purchase
– The Social element of Product or Service use
• Can a Journey be Managed ?
– A guide to information sources is possible, yes
– It is possible to grease friction points
– Guardrails, yes; a leash, no.
© 2015 SugarCRM Inc. All rights reserved.
Customer Experience (CX)
…is the sum of all experiences
at various touchpoints a
customer has with a supplier
of goods and/or services,
over the duration of their
relationship with that supplier.
“How customers
perceive their
interactions with
your company.”
© 2015 SugarCRM Inc. All rights reserved.
Customer Orientation
Let’s just say that all organisations are customer oriented…
Target Sell Deliver Support
4
© 2015 SugarCRM Inc. All rights reserved.
Target Sell Deliver Support
Customer Orientation
…and all are trying hard to get the mix right…
CUSTOMER JOURNEY
New
Channels
Social
Media Mobile
CRM
Marketing
Automation
Data
Warehouse
Big
Data
CUSTOMER EXPERIENCE
5
© 2015 SugarCRM Inc. All rights reserved.
Operationalize Your Journey
• Make sure your organization is TRULY
focused on the customer
– Use the language of the customer
– Know the customer stakeholders and their needs
– Map your processes to the customer’s journey
– Align your internal teams to support the customer
across the entire journey
• Deploy a Modern CRM that powers the
relationships individual to individual (i2i)
© 2015 SugarCRM Inc. All rights reserved.
Digital Touchpoints Changing the Buying Process
www
Source: CEB, 2015
of the purchase decision is
complete before a customer
even calls a supplier
57%
© 2015 SugarCRM Inc. All rights reserved.
Human Touchpoints Remain Critical
Only 20%of brands use
digital touchpoints exclusively
in customer journey.
Source: McKinsey & Company
“personal interactions
with sales reps
remain the most
influential factor—
across touch points—
for B2B customers”
© 2015 SugarCRM Inc. All rights reserved.
Biggest Barriers to
Extraordinary Customer Relationships
No single view of
customer
CRM systems
designed for
management
NOT the individual
CX initiatives are
not tied to CRM
© 2015 SugarCRM Inc. All rights reserved.
HARNESSING THE HUMAN TOUCHPOINT
Leveraging Customer Journey
Techniques
© 2015 SugarCRM Inc. All rights reserved.
Align Your Business Around the Customer
CUSTOMER JOURNEY ORIENTATION
CEO
Sales Marketing Service
Field
Sales
Channel
Sales
DEPARTMENTAL ORIENTATION
© 2015 SugarCRM Inc. All rights reserved.
Define the Customer Decision Stages
Needs
Keep
Informed
Define
Project
Scope
Options Evaluate Test Negotiate Buy Implement Use Remember
Decision Cycle Stages
© 2015 SugarCRM Inc. All rights reserved.
Empower Your Customer-facing Individuals
Supplier Task Owner
SupportLegal
Finance
Marketing
Product SuccessServices
Sales
Needs
Keep
Informed
Define
Project
Scope
Options Evaluate Test Negotiate Buy Implement Use Remember
Decision Cycle Stages
© 2015 SugarCRM Inc. All rights reserved.
Choreograph i2i Interactions
Supplier Task Owner
SupportLegal
Finance
Marketing
Product SuccessServices
Sales
Needs
Keep
Informed
Define
Project
Scope
Options Evaluate Test Negotiate Buy Implement Use Remember
Decision Cycle Stages
Customer Task Owner
IT
Compliance CFOOps
Training
Manager
AVP Retail
VP, Marketing Marketing
Manager
CEO
Sales
Manager
© 2015 SugarCRM Inc. All rights reserved.
CRM: Support the Entire Customer Journey
Supplier Stakeholders
SupportLegal
Finance
Marketing
Product SuccessServices
Sales
Customer Stakeholders
Needs
Keep
Informed
Define
Project
Scope
Options Evaluate Test Negotiate Buy Implement Use Remember
Decision Cycle Stages
Customer Stakeholders
IT
Compliance CFOOps
Training
Manager
AVP Retail
VP, Marketing Marketing
Manager
CEO
Sales
Manager
Customer Relationship Management System
© 2015 SugarCRM Inc. All rights reserved.
Customer
Task Owner 1
Customer
Task Owner 2
Customer
Task Owner
3
Customer
Task Owner
4
Customer
Task Owner
5
Complex BtoB Decision Cycles
16
Needs Keep
Informed
Define
Requir-
ements
Options Evaluate Test Negotiate Purchase Implement Use Remember
Keep
Informed
© 2015 SugarCRM Inc. All rights reserved.
An i2i Connection
A concrete combination of content and touchpoints designed to provide content to
a Customer Task Owner at the decision step where they need it.
17
Touchpoint: Email
CFO
Customer Task Owner Your Task Owner
Sales Rep
Content:
ROI Analysis
DECISION STAGE: Research Options
© 2015 SugarCRM Inc. All rights reserved.
Actionable i2i Connections
18
Touchpoint
: Email
Business
Lead
Customer Task
Owner
Our Task
Owner
Sales
Rep
Content:
Roles +
Responsibilities
DECISION STAGE: Keep Informaed
Touchpoint
: Email
Business
Lead
Customer Task
Owner
Our Task
Owner
Sales
Rep
Content:
Internal
Justification
Template
DECISION STAGE: Options
Touchpoint:
WebPortal
Project
Manager
Customer Task
Owner
Our Task
Owner
Consulting
Specialist
Content:
Project
Plan
DECISION STAGE: Evaluate
1
2 3
© 2015 SugarCRM Inc. All rights reserved.
SUGAR AND THE POWER OF
CONNECTING “i2i”
© 2015 SugarCRM Inc. All rights reserved.
Thomas Shields,
General Manager, BancVue
• Financial Services Firm
• Mission: Equip Community Banks to compete with
the Megabanks
• Delivers on-line financial products and services to
community banks and credit unions
– Reward Platform
– Marketing
– Data-driven Consulting
– Training
– On-going support
– Compliance
© 2015 SugarCRM Inc. All rights reserved.
Deployed a Modern CRM Single View
of Customer Throughout Lifecycle
• Awareness
Aggregates customer health data to
guide development of custom product
and service offerings to potential clients
• Knowledge & Consideration
Delivers the right information about
their offerings to the right influencers
throughout the buying process
• Buying & Satisfaction
Operationalizes service delivery -
marketing, training, online services,
monthly reporting and support
• Retention & Loyalty
Provide customer health data to monitor
performance
© 2015 SugarCRM Inc. All rights reserved.
Results
Aha moments
• Customer Journey is more than a sales process
• It’s not just about Decision Makers
• Eliminate Surprises and Track Project Goals
• Better Targeting with Account Scores
3X revenue growth
7X more sales leads
75% increase in close rate
© 2015 SugarCRM Inc. All rights reserved.
The Vision
MAKE EVERY CUSTOMER RELATIONSHIP
EXTRA RDINARY
© 2015 SugarCRM Inc. All rights reserved.
Take the next step toward extraordinary
customer relationships
Take the Next Step Toward
Extraordinary Customer Relationships
Thank You!

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Operationalizing the Customer Journey

  • 1. © 2015 SugarCRM Inc. All rights reserved. OPERATIONALIZING THE JOURNEY Mitch Lieberman, CSA August 17, 2015
  • 2. © 2015 SugarCRM Inc. All rights reserved. Foundation • What is Customer Journey (close cousin to customer experience) – The Practical parts of a making a decision – The Emotional elements within a purchase – The Social element of Product or Service use • Can a Journey be Managed ? – A guide to information sources is possible, yes – It is possible to grease friction points – Guardrails, yes; a leash, no.
  • 3. © 2015 SugarCRM Inc. All rights reserved. Customer Experience (CX) …is the sum of all experiences at various touchpoints a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. “How customers perceive their interactions with your company.”
  • 4. © 2015 SugarCRM Inc. All rights reserved. Customer Orientation Let’s just say that all organisations are customer oriented… Target Sell Deliver Support 4
  • 5. © 2015 SugarCRM Inc. All rights reserved. Target Sell Deliver Support Customer Orientation …and all are trying hard to get the mix right… CUSTOMER JOURNEY New Channels Social Media Mobile CRM Marketing Automation Data Warehouse Big Data CUSTOMER EXPERIENCE 5
  • 6. © 2015 SugarCRM Inc. All rights reserved. Operationalize Your Journey • Make sure your organization is TRULY focused on the customer – Use the language of the customer – Know the customer stakeholders and their needs – Map your processes to the customer’s journey – Align your internal teams to support the customer across the entire journey • Deploy a Modern CRM that powers the relationships individual to individual (i2i)
  • 7. © 2015 SugarCRM Inc. All rights reserved. Digital Touchpoints Changing the Buying Process www Source: CEB, 2015 of the purchase decision is complete before a customer even calls a supplier 57%
  • 8. © 2015 SugarCRM Inc. All rights reserved. Human Touchpoints Remain Critical Only 20%of brands use digital touchpoints exclusively in customer journey. Source: McKinsey & Company “personal interactions with sales reps remain the most influential factor— across touch points— for B2B customers”
  • 9. © 2015 SugarCRM Inc. All rights reserved. Biggest Barriers to Extraordinary Customer Relationships No single view of customer CRM systems designed for management NOT the individual CX initiatives are not tied to CRM
  • 10. © 2015 SugarCRM Inc. All rights reserved. HARNESSING THE HUMAN TOUCHPOINT Leveraging Customer Journey Techniques
  • 11. © 2015 SugarCRM Inc. All rights reserved. Align Your Business Around the Customer CUSTOMER JOURNEY ORIENTATION CEO Sales Marketing Service Field Sales Channel Sales DEPARTMENTAL ORIENTATION
  • 12. © 2015 SugarCRM Inc. All rights reserved. Define the Customer Decision Stages Needs Keep Informed Define Project Scope Options Evaluate Test Negotiate Buy Implement Use Remember Decision Cycle Stages
  • 13. © 2015 SugarCRM Inc. All rights reserved. Empower Your Customer-facing Individuals Supplier Task Owner SupportLegal Finance Marketing Product SuccessServices Sales Needs Keep Informed Define Project Scope Options Evaluate Test Negotiate Buy Implement Use Remember Decision Cycle Stages
  • 14. © 2015 SugarCRM Inc. All rights reserved. Choreograph i2i Interactions Supplier Task Owner SupportLegal Finance Marketing Product SuccessServices Sales Needs Keep Informed Define Project Scope Options Evaluate Test Negotiate Buy Implement Use Remember Decision Cycle Stages Customer Task Owner IT Compliance CFOOps Training Manager AVP Retail VP, Marketing Marketing Manager CEO Sales Manager
  • 15. © 2015 SugarCRM Inc. All rights reserved. CRM: Support the Entire Customer Journey Supplier Stakeholders SupportLegal Finance Marketing Product SuccessServices Sales Customer Stakeholders Needs Keep Informed Define Project Scope Options Evaluate Test Negotiate Buy Implement Use Remember Decision Cycle Stages Customer Stakeholders IT Compliance CFOOps Training Manager AVP Retail VP, Marketing Marketing Manager CEO Sales Manager Customer Relationship Management System
  • 16. © 2015 SugarCRM Inc. All rights reserved. Customer Task Owner 1 Customer Task Owner 2 Customer Task Owner 3 Customer Task Owner 4 Customer Task Owner 5 Complex BtoB Decision Cycles 16 Needs Keep Informed Define Requir- ements Options Evaluate Test Negotiate Purchase Implement Use Remember Keep Informed
  • 17. © 2015 SugarCRM Inc. All rights reserved. An i2i Connection A concrete combination of content and touchpoints designed to provide content to a Customer Task Owner at the decision step where they need it. 17 Touchpoint: Email CFO Customer Task Owner Your Task Owner Sales Rep Content: ROI Analysis DECISION STAGE: Research Options
  • 18. © 2015 SugarCRM Inc. All rights reserved. Actionable i2i Connections 18 Touchpoint : Email Business Lead Customer Task Owner Our Task Owner Sales Rep Content: Roles + Responsibilities DECISION STAGE: Keep Informaed Touchpoint : Email Business Lead Customer Task Owner Our Task Owner Sales Rep Content: Internal Justification Template DECISION STAGE: Options Touchpoint: WebPortal Project Manager Customer Task Owner Our Task Owner Consulting Specialist Content: Project Plan DECISION STAGE: Evaluate 1 2 3
  • 19. © 2015 SugarCRM Inc. All rights reserved. SUGAR AND THE POWER OF CONNECTING “i2i”
  • 20. © 2015 SugarCRM Inc. All rights reserved. Thomas Shields, General Manager, BancVue • Financial Services Firm • Mission: Equip Community Banks to compete with the Megabanks • Delivers on-line financial products and services to community banks and credit unions – Reward Platform – Marketing – Data-driven Consulting – Training – On-going support – Compliance
  • 21. © 2015 SugarCRM Inc. All rights reserved. Deployed a Modern CRM Single View of Customer Throughout Lifecycle • Awareness Aggregates customer health data to guide development of custom product and service offerings to potential clients • Knowledge & Consideration Delivers the right information about their offerings to the right influencers throughout the buying process • Buying & Satisfaction Operationalizes service delivery - marketing, training, online services, monthly reporting and support • Retention & Loyalty Provide customer health data to monitor performance
  • 22. © 2015 SugarCRM Inc. All rights reserved. Results Aha moments • Customer Journey is more than a sales process • It’s not just about Decision Makers • Eliminate Surprises and Track Project Goals • Better Targeting with Account Scores 3X revenue growth 7X more sales leads 75% increase in close rate
  • 23. © 2015 SugarCRM Inc. All rights reserved. The Vision MAKE EVERY CUSTOMER RELATIONSHIP EXTRA RDINARY
  • 24. © 2015 SugarCRM Inc. All rights reserved. Take the next step toward extraordinary customer relationships Take the Next Step Toward Extraordinary Customer Relationships Thank You!