HOW CRM CHANGES EVERYTHING IN LESS THAN 10 MINUTES

MOVING ON MOBILE

@august_west

hello@thecollectivefactory.com

APRIL 9, 2013

THE ROOTS OF CRM CHANGE

@august_west

hello@thecollectivefactory.com

The Internet IS NOW EVERYWHEREThe Internet IS NOW EVERYWHERE

The Internet IS part of EVERYTHING

INTERNAL (ENTERPRISE)

CONSUMER

EXTERNAL (ENTERPRISE)

EXTERNAL SYSTEMS

+

INFORMATION: BITS FREE OF SPACE AND TIME THAT CHANGES BASED ON USER NEED

EVERYTHING BECOMES CRM - Can’t Really Make it without mobile -

THE CASE

@august_west

hello@thecollectivefactory.com

Pre-Arrival Post Departure

TRAVEL LIFECYCLE

Sell

BEFORE INTERNET EVERYWHERE

Dream

Shop &Consider

Book /Reserve

Plan & Prepare

Transit / En route

Arrival / Welcome

Stay & Enjoy

Departure

Re-live & Share

TRAVEL STAGESRE-DEFINED

AFTER INTERNET EVERYWHERE

WHAT DO YOUR COMMUNICATIONS LOOK

LIKE WITH INTERNET EVERYWHERE?

CHANGE

PLATFORM NOT CHANNEL

ONLINE

TV

PRINT

EVENT

IN-STORE

RADIO

OOH

EMAIL

PRODUCT

DM

TIME/SPACE

EMOTIONAL

COGNITIVE

BRAND

Data the brand knows about the user + third party intelligence

The User:• Time/Space• Device Type/Cognitive• Emotional - Desires and needs

Media Types

The connector of media, user, time/space and brand

BRAND CAN NOW ASCERTAIN INTENT REGARDLESS OF MEDIA CHANNEL

IMPLEMENTATION IMPLICATIONS

FOR YOU

STOP THINKING IN SILOS

TAKE YOUR DATA OUT OF ISLANDS

email

salesin-store sales

online marketing

direct mail

TV

CONTENT STRATEGIES AND EXPERIENCES TO

ADDRESS THE CURRENT USER NEED STATE

EXAMPLE:

Devices NOW conform to the needs of users: How come your communications don’t?

ONE TEAM

ON-BOARD OR

FIRE YOUR IT STAFF

• Gene Keenan• M. 415.218.7369• hello@thecollectivefactory.com• @august_west• Linkedin.com/in/genekeenan

THANK YOU!