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CRM 2.0 Frameworks for Program Strategy
@mikemoir
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
From the CRM 2.0 Series
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
CRM 2.0 - Context Diagram
Marketing Sales Service Product
Socially Enabled
Socially Enabled
Socially Enabled
Socially Enabled
Social CRM Capabilities
Traditional CRM
Business Channels
Social Web
POS Mobile Email Social Media
Face-to-Face Website Partners
Skills
Organizational Tenants
Customer Centricity
Trust, Authenticity & Transparency
Listen, Engage, Respond & Close
Loop
Coordinated Rapid Responses
& Agility
Existing & Company Led Social Media
Facebook Myspace Twitter
Linkedin Communities
Forums Social Sites
Principles Trust
Authenticity Reputation
Rules of Engagement Wisdom of Crowds
Collaboration Peer Support
Content Creation
Customer Ecosystem Affinity Segments - Prospects – Customers – Advocates – Influencers – Partners – Competitors - Detractors
People Culture Incentives & Alignment Knowledge Collaboration
Customer-Centric Analysis
Copyright © 2010 Mike Moir Consulting
Sales 2.0
What’s New
Approach • Selling through Experience and Relationship • Leverage your online reputation • Customers and Advocates are new channel
Customer Needs • Convenience • To be known by business (personalization) • To be involved in the process (not sold to)
Lead Generation • Use social media monitoring tools to identify leads and watering holes on web. • Participate as expert in online discussions. • Comment on blogs • Use Twitter and build a following • Create a social network group or area of practice.
WOM • Enhanced ability for consumers to exchange ideas about brands through social networks like Facebook and MySpace and consumer-generated media like blogs.
Sales Insights • Better sales intelligence using social data • Gain deeper insights into competitor landscape
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Marketing 2.0
What’s New
Marketing Message • Shift from product/company specific marketing messages to customer-centric campaign themes.
Amplify Traditional Marketing with Social
• Integrate social media/engagement tactics with other marketing tactics / media buys to enhance value of spend.
Engagement Marketing • Traditional marketing funnel is changing to an Engagement Continuum. For example, consumers snack on content at many touchpoints and then research using social media (blogs, peer reviews) to make purchase decisions. Traditional media campaign stimulate consumers and brands need to engage with these conversations during and after campaigns (conversational marketing).
WOM & Social Media • WOM Marketing shits from testing to integrated component in the marketing mix. Social media marketing and consumer behavior changes have reignited the WOM discipline.
More Consumer Channels • Traditional marketing programs effectiveness is declining due to channel proliferation, audience fragmentation, advertising fatigue and younger audience attitudes towards advertising.
Follow your customers • Listen and Engage with customers where they reside (Social Networks, Blogs etc..).
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Marketing Execution Cycle
Offline Mkt.
Website
Online Ads
Search
1. Business Goals and Objectives
Marketing • Product Creation • Product Branding • Product Launch • Campaign Execution • Consumer Research
Sales • New Sales • Repeat Sales • Channel Sales
Support • Returns • Product Support • Billing Issues • Product Information
Operations • Fulfillment
6. Data Analysis and Reporting
5. Data Collection Storage, and Access
Social
4. Customer Touchpoint Interactions
• Data Reporting • Automated • Ad Hoc
• Data Analysis • OLAP • Datamining • Content/Usage • Optimization Analysis
• Scenario and Interaction Planning
• Data Harvesting
• Data Storage
• Data Aggregation
Customer Needs
• Information • Engagement • Awareness • Access
• Purchase • Promotion • Decision tools • Recommendations • Buy Flow • Fulfillment
• General Info • Usage Question • Account Support
• Information • Education
Awareness
Consideration
Purchase
Usage
Support
• Usage Question • Event Information • Community
Website
Online Ads
Search
2. Content Creation and Management
3. Content Presentation and Transaction Processing • Content Creation
• Content Management
• Content Authoring
• Meta Tagging
• Asset Management
• Ad Serving
• Web Presentation
• Email Presentation
• ECommerce
• Social Programs
Extension
• Loyalty Programs
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Service 2.0
What’s New
Approach • Goals are to minimize problems, retain customers, improve satisfaction, generate revenue from base and deliver “Legendary “ customer service. • Have the “right answer - the first time”. • Cannot have a disconnect between the marketing message and the product expectation. • Some say “Customer Service is the new marketing”.
Customer Needs • Has Multichannel Preferences • Prefers self-service • Only wants to be sold to when it’s appropriate. • Customer Service needs to respond to the new “Social Customer”
Listen, Tune-In, Respond • Go where your customers are • Proactively listen and respond accordingly • Develop customer service capabilities on these social sites (Twitter is very popular)
Use Feedback Systems • Implement a feedback platform for your customers • Harness valuable insights back to your product, marketing and other teams. • Consider a SaaS feedback system (UserVoice, GetSatisfaction)
Community-based Support • Customers are willing to help each other • Encourage this peer support interaction through forums, wikis, acknowledgement etc..
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Product Innovation 2.0
What’s New
Approach • Rapid product innovation requires harnessing and foster ideas, features and fixes from customers and the greater web. • Greater role for the customer in the product feedback loop. • “Catching Innovations trends right under your nose”
Market Insights • Market trends analysis : read content related to industry and concept • Benchmarking : read user reviews and content published about competition • Competition analysis : read user reviews and content published about competition • Surveys : share surveys and/or find participants via blogs, social networks and microbogging
Crowdsourced R&D • User ideas generation : read blogs where users share ideas about the possible evolutions of your product.
Co-Creation • Leverage your own focused community to develop ideas and concepts from stakeholders..
Product Testing • User testing : test some functionalities with one panel of users and recruit and/or share via the social media • Beta : launch a private version of the product and recruit/share via the social media
Product Launch • Communication : use social media and the power of crowds to talk about the launch of your product • User engagement : use social networks to invite new users and engage a viral effect • Users feedbacks : use the social media to learn about how your users appreciate your product. Can be surveys or simply reading posts.
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Key Strategy: CRM Roadmap
CRM Vision Objectives / Goals Roadmap Outputs
( Linkages ) Initiatives
Derived/Aligned to core business Strategy Customer Relationship Philosophy
Processes Project 1
Vision Goals Roadmap Projects
Customer-Focused Objectives Internal-Focused Objectives Identify Business Case & Success Metrics Identify Risks & Challenges
Establish Planning Themes/Stages Define Capabilities Required Prioritize Capabilities
Identify/Prioritize Projects Projects Are Build / Enhance / Maintain Alignment To Existing Initiatives
Functionality Project 2
Information Project 3
Technology Project 4
Project 5
Project 6 Organization
Project 7
Project 8
CRM Vision Objectives / Goals
The first step to developing a roadmap is anchoring the program on core business strategy and ultimately aligning initiatives to these goals.
CRM 2.0 Series mikemoir.com
Align Objectives to Guide Program Actions Next, we align objectives over time, and also break them down by people, process and technology areas.
People
Process
Technology
Short Term Mid Term Longer Term Objectives
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
CRM 2.0 Series mikemoir.com CRM Planning Roadmap
Key Strategy: Seeing your business through your customer’s eyes
Creating customer scenarios will help you streamline customer-facing business processes from the customer’s perspective. Often called, “Customer Experience Management”, this program seeks to optimize experience across all touchpoints.
Developing Customer Scenarios Steps Description 1. Select Customer Target Define user type(s) and characteristics.
2. Define Customer’s Goal(s) Select the goal the customer needs to fulfill.
3. Establish Specific Situation(s) Envision a situation for customer, and a context that they are in.
4. Detail the customer steps Think through the individual activities and interactions the customer would perform and the information that is needed at every step.
5. Map how your business supports What does your company do to support these activities. How can your company better support these needs. Think through technologies, people, processes. Map measurements to touchpoints.
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Awareness Interested Registered Engagement Loyalty Advocate
Needs
Customer
Stages
Customer Lifecycle
Touchpoints
Measurements
• Need 1 • Need 2 • Need 3
Acquisition Loyalty Engagement
• Need 1 • Need 2 • Need 3
• Need 1 • Need 2 • Need 3
• Need 1 • Need 2 • Need 3
• Need 1 • Need 2 • Need 3
• Need 1 • Need 2 • Need 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Touchpoint 1 • Touchpoint 2 • Touchpoint 3
• Metric 1 • Metric 2 • Metric 3
• Metric 1 • Metric 2 • Metric 3
• Metric 1 • Metric 2 • Metric 3
• Metric 1 • Metric 2 • Metric 3
• Metric 1 • Metric 2 • Metric 3
• Metric 1 • Metric 2 • Metric 3
Customer Type
Product/Service
Scenario
Key Strategy: Synchronize Everything Companies have struggled with the “One Company” goal due to many forces. A new competency around “Synchronizing” can have major impact on operational efficiencies.
Synchronization Dimensions Offerings Technology Organization
Objective Provide unified, flexible face to customers
Create IT architecture that bridges organization silos.
Be responsive to customers while maintaining product and functional excellence.
Key Enablers • Decouple siloed product offerings • Integrate customer and product databases • Gain deep contextual understanding of customer activities
• Decouple customer-facing applications with backend system constraints • Tiered architecture where middle tier coordinates/integrates
• Decouple customer expertise from product and functional expertises. • Align product units as suppliers to customer-facing teams.
Outcome Alignment with customer activities
Integrated and flexible due to modular approach
Establish both a customer-centric and product-centric company
CRM 2.0 Series mikemoir.com
Copyright © 2010 Mike Moir Consulting
Key Strategy: Customer Co-Creation
Tactics
Encourage Active Dialogue Develop interactive capabilities to interact with your customers. Begin building people, processes and systems to engage them in these dialogues as equals. Learn from them.
Bring together partners and establish collaboration platform
Guide, support and capture co-created ideas through a collaborative and open methodology.
Mobilizing Customer Communities Customers are forming niche communities that have a powerful influence on the market. Find ways to engage, participate, and empower these users that works on their terms.
Co-Creating Personalized Experiences
No longer are customers just buying a product, they are now buying a product that has customer experiences around it. This is particularly relevant in entertainment type offerings. Create offerings that allow customer to become a co-creator and personalize online experiences.
Co-creation is the practice of product or service development that is collaboratively executed by developers and stakeholders together".
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Key Strategy: Empowering the Frontline Companies seeking competitive advantage are realizing the front-line customer facing employees have an increasingly important role in the new customer centric organization. Below are five different paths to driving this motivation from front-line workers.
5 different paths to high performing front-line workers Motivation Force Employee Commitment Organizations
1. Mission, Values, Pride Mutual Trust, Collective Pride, Self-Discipline
Values, Proud 3M, Marines, New York City Ballet
2. Process, Metrics Transparent, Clear Tracking of Results
They what is expected, how its measured, why it matters
Toyota, Microsoft
3. Entrepreneurial Path Personal Freedom, Opportunity for High Earnings, Risk
They are in control of their own decisions.
BMC Software, Google
4. Individual Achievement Path Intense respect for individual achievement.
Recognition. Perot Systems
5. Reward & Celebration Path Recognition and celebration of organization accomplishments.
Have fun in a supportive and interactive environment.
Mary Kay, Tupperware
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Key Strategy: CRM Program Measurement
Performance driven CRM programs require a commitment to continuous improvement and also the ability to measure and take action using program KPIs.
Balanced Performance Dashboard Area KPI Common Metrics Customer Awareness
Customer Satisfaction Marketing Effectiveness Retention Loyalty
Recall, Impressions, Brand Equity, Sentiment Satisfaction, Net Promoter Score Marketing KPIs (conversion, CPx ..) Churn LTV Referrals Defection Patterns
Marketing Campaign Metrics (Impressions, Visitors, Conversions), Engagement, Referrals
Number of campaigns New customer retention rates Number of responses by campaign Number of purchases by campaign Revenue generated by campaign Cost per interaction by campaign Number of new customers acquired by campaign Customer retention rate Number of new leads by product
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
Key Strategy: CRM Program Measurement
Balanced Performance Dashboard (cont) Area KPI Common Metrics Sales Prospects
Customers Sales Competitive
Number of prospects Number of new customers Number of retained customers Number of open opportunities Close rate Number of sales calls Number of sales call per opportunity Amount of new revenue Amount of recurring revenue Time to close by channel Sales stage duration Sales cycle duration Number of sales calls made Number of proposals given Competitive knockouts
Service Calls, SLA Time to Resolution Satisfaction
Cases closed same day Number of cases handled by agent Number of service calls Average number of service requests by type Average time to resolution Average number of service calls per day Percentage compliance with service-level agreement Percentage of service renewals Customer satisfaction level Complaint time-to-resolution Propensity for customer defection
Organizational Structure & People Cost Effectiveness Process & Delivery Channels Infrastructure and Enabling Support
Organizational Efficiency Metrics Financial Metrics Process/Productivity/Quality Metrics IT Metrics
CRM 2.0 Series mikemoir.com
www.mikemoir.com
Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com
This presentation was brought to you by Mike Moir. I help companies develop programs and design online experiences to build successful relationships with their audiences. I am a marketing strategist, web product
manager and social media professional. If you would like more information please contact me.