The CMR agency helps companies with a two way relationship with their clients. Customer Managed relations is the beginning of a next wave of change within organisations by addressing customer demand for more control. Companies benefit from CMR as it provides an opportunity to create trust. It creates relationships with customers who feel that they are respected. It promotes customer loyalty and provides new opportunities of being relevant to customers. CMR provides a channel for customers to express their needs and what they want, from which companies can benefit in many ways. The same line of thinking is sometimes referred to as Vendor Relation Management.

1. Customer Managed Relations
The CMR Agency

2. CMR Themes – The road to customer
centricity
2
Customer Centricity
The customer is king and if he
feels that he is treated as
such, he will be generous.
Marketeers experience a big
gap between the desired
customer centric situation and
the actual situation.
Data Connection
Accurate customer data are
crucial for competitive
business intelligence.
Customers are willing to invest
in sharing their personal data
if they feel trust and encounter
the right data dividend.
Mobile
Mobile is the only growing
medium and has become the
most personal device. We
think that personalised
communication efforts should
focus on the mobile customer
experience.

3. Topic Sub
Data connection • Better data insights will drive your business
• Collaborate with your customers on their data
• Watch out for data partners: your customer data
should remain yours
Mobile • Mobile share of contact is dominant and still
increasing
Customer Centricity • Understanding your customer and delivering
superior service pays!
• Customer centricity is key but hard to implement
Assistance from CMR Agency
Next steps
3
CMR and setting the agenda

4. Better data insights will
drive your business

5. Big Data and better insights
5
Companies in the top third of
their industry in the use of
data-driven decision making
were, on average, 5%
more productive and 6%
more profitable than their
competitors
MIT Center for Digital Business
63% of firms now report
having Big Data in
production in 2015, up from
just 5% in 2012. 63% of
firms reported that they
expect to invest greater than
$10 million in Big Data by
2017, up from 24% in 2012
NewVantage Partners US Big Data Executive
Survey 2016
54% of firms say they
have appointed a Chief Data
Officer, up from 12% in
2012. 70% of firms report
that Big Data is of critical
importance to their firms, up
from 21% in 2012
NewVantage Partners US Big Data Executive
Survey 2016

7. Data from your customers unlock key
business benefits
7
77% Ability to deliver better customer/personalised experiences
Q. Wat are the key benefits your company realises from the use of personal data?
53% Enhanced customer loyalty
52% Ability to uncover opportunities in new markets
52%
Advertising that is more targeted to individuals’
interests
50% Better/more innovative products
47%
Ability to offer commercially viable
discounts and sale schemes
41% Increased profitable revenue
Source: Accenture personal data survey 2014

8. Collaborate with your
customers on their data

9. Consumers avoid push marketing and
unwanted data use
9
DuckDuckGo, the search
engine that doesn’t track its
users, grew more than 70%
in 2015
Data Comscore
The list of providers of fake or
instant email-addresses and
the use of it is growing quickly
– Maildrop.cc, Dispostable, 10
Minute Mail, GuerrillaMail,
SpamBog, etc
Use of adblocker growth, desk
top 16% and mobile 94%!
(y/y), 420 million users
Mary Meeker, State of the internet 2016

11. Customer Managed Relations
Stop collecting, start connecting
11
From CRM to CMR
• CMR logical evolvement
of Customer
Relationship
Management (CRM)
• Customers own their
information: profile,
transaction history,
inferred information
(marital history and
behavior)
Customers in control
• Customers to have
access to their data
and information across
all departments of the
company
Relation of mutual trust
• Connection conditions
(culture and systems)
designed on customer's
needs
• In balance with the
company’s needs
• Company
communicates when
relevant to the
customer

12. European law - GDPR
Putting individuals back in
control of their own data
This includes moves for
explicit consent required for
the use of data, the so-called
‘right to be forgotten’ and
powers to take legal action
against organisations that
don’t respect these rights by
complaining to the
supervisory authority rather
than going through the court
system.
Portability of data
This is essentially about
allowing users to extract in
a structured format
personal data from service
providers and to move that
personal data to another
provider. This idea stems
from what happens in the
mobile telecoms sector and
it’s about giving more say
to individuals to decide
what happens to their data
in practice and being able
to effectively make a choice
in the market.
Breach notification
This approach of breach
notification is consistent with
what is known as ‘protection
of privacy by design’ which
means it is about marketers
investing in good data
protection practice and
methods as early and as
upstream as possible in the
provision of goods and
services.

13. European law - GDPR
13
Two years
Whilst the authorities will
enforce the new rules from 25
May 2018 onwards with fines,
individuals can already now
rely on the new rules in civil
procedures. Thus there is an
urgent need to act.
Fines
Who fails to comply to these
rules by that time not only risk
a heavy fine (administrative
fines up to € 20.000.000, or in
the case of a business
undertaking, up to 4 % of the
total worldwide annual
turnover of the preceding
financial year, whichever is
higher) but also negative
publicity, loss of credibility and
trust.
Effective as
of May25,
2016

14. Watch out for data partners:
your customer data should
remain yours

15. These 4 have the power and …. they are
in the business of data
7 November15

16. Very successful – logical partners in your
contacts with customers and potential
customers
71

18. Create a well considered data
and mobile strategy,
but….
Seek data neutral partners
Partners that do not see your
customers data as their gold

19. Mobile share of contact is
dominant and still
increasing

20. Time spent on mobile (smart phone) is
growing rapidly
20

21. “We are no longer in a
mobile first world, we are in
a mobile only world”
Larry Page, Google, 2014

22. 22

23. Understanding your
customer and delivering
superior service pays!

24. Understanding your customer and
delivering superior service pays!
7 November24
70% of buying
experiences are based on
how the customer feels
they are being treated.
McKinsey, 2010
86% of customers are
willing to pay more for a
better service.
Forbes, 2011
59% of customers are
willing to
try a new brand to get a
better
customer service
American Express Survey, 2011

25. Customer engagement
25
Customers who are fully
engaged represent an
average 23% premium in
terms of share of wallet,
profitability, revenue and
relationship growth
compared with the average
customer.
In the consumer
electronics industry, fully
engaged shoppers make
44% more visits per year to
their preferred retailer than do
actively disengaged shoppers.
And when they do visit their
preferred electronics retailer,
these fully engaged shoppers
purchase more items than
they originally intended to.
In the retail banking industry,
customers who are fully
engaged bring 37% more
annual revenue to their
primary bank than do
customers who are actively
disengaged.
Gallup State of the American Consumer 2014

26. Customer centricity is key
but hard to implement

27. 7 November27
Only 14% of marketers say customer
centricity is ranked high within their
organisation; only 11% percent say
that their customers would say customer
centricity is ranked high within their
organisation
The CMO Council, Mastering Adaptive Customer Engagement
(2014)
73% of marketers view customer
centricity as critical to the success of their
business and role at the company
The CMO Council, Mastering Adaptive Customer Engagement
(2014)

28. A customer centric culture
28
Your culture is your brand The way to customer
centricity
Culture and good service
.

29. Road to increased customer engagement – CMR
Not in the game To be in the game To differentiate To transform
Focus on securing
and analysing data
Focus on efficiency
and cost savings
Focus on
effectiveness
Focus on
engagement
Focus on nr of calls closed
Focus on nr of deals closed
Focus on volume, eg leads
Focus on first call
resolution
Focus on sales
effectiveness
Focus on lead quality
Focus on net promotor
score
Focus on social and
advocacy selling
Personal 1-to-1 marketing
Anywhere, anytime
availibility - omnichannel
True collaboration and
connecting relation
Engagement -loyalty
through data dividend
Realtime intelligence and
2-way communication

30. What can The CMR Agency
do to assist?

31. The CMR Agency
Quick CMR start
CMR inspiration
talk
CMR workshop
GDPR
compliance
scan
CMR
inventarisation
analysis
CMR
opportunity
scan
CMR strategy
and plan
CMR strategy
Organisational
plan
CMR data plan
CMR technology
plan
CMR services
Project
management
Operational
services
Training &
Education
31
Services

32. Quick CMR start
To inspire your management with the thoughts behind the CMR vision
and underlying developments and trends.
GDPR
compliance
scan
CMR
opportunity
scan
CMR
inventarisa-
tion analysis
CMR
workshop
CMR
inspiration
talk
One or more interactive sessions with (parts of) your management
team(s) to discuss the impact of the CMR vision for your business.
Scan to which extent your organisation is GDPR compliant and which
following steps are to be defined, also from a non legal perspective.
Organisational inventarisation which steps can be taken in line with the
CMR vision and possibly the outcome of the CMR scan.
Given the action to be taken pursuant to the GDPR, which opportunities
arise with this action and which low-hanging fruit can be harvested.

33. CMR strategy & plan
CMR strategy to implement in (parts of) your organisation and to create
a solid business case for (any part of) your CMR strategy.
CMR data
plan
CMR
technology
plan
Organi-
sational
plan
CMR
strategy
Organisational plan, with how, what, who and when actions have to be
taken in order to execute the strategy.
CMR data plan, with how, what, who and when actions have to be taken
in order to execute (parts) the strategy, specific to data.
CMR technology plan, with how, what, who and when actions have to be
taken in order to execute (parts) of the strategy, specific to technology.

34. CMR services
Assistance with the execution of (one of) the plans in order to push
forward the desired progress and/or where internal resources are
limited.
CMR services
Project &
Change
management
Services that a company wishes to outsource or to be included as a full
service, like data intelligence, digital services, design, communication,
software, training or organisational change.
Training &
education
Training & education for the staff affected by a CMR based strategy or
plan

35. Next Steps