Wim Rampen's The social customer

transcript

Changing Perspectivehow we need to change thinking about the (Social) Customer & Customer relationships

By Wim Rampenhttp://wimrampen.com

http://twitter.com/wimrampenmobile: +31 (0)6 364 912 60

http://homepage.ntlworld.com/andrew.lipson/escher/relativity-1600.jpg

Being transparant about my goal today

I’ll be trying to “bust” some myths, change some of your beliefs, but most of all I’ll be trying to start a process of thinking differently

about the Customer..http://www.flickr.com/photos/cdevers/4579864329/

Managing Expectations:This presentation is NOT about the Social Media channel..

It is about following the logic of the Social Customer..

image courtesy: http://www.flickr.com/photos/laughingsquid/383433646/

It's about the company's response to the customer's ownership of the

conversation.. by Paul Greenberg

cartoon by Mark Tamis: http://marktamis.com

Before I start: Who is the Social Customer?

What are your first thougths when you think about Customer Relationship Management?

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Is this what it’s evolving to?

5 things we as companies do “in the name of CRM”

1: we PUSH products & messages

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2: based on our understanding of the 1:1 relationship

3: we aim for value exchange

image courtesy: http://www.flickr.com/photos/mithril/2764675971/

4: we try do so on each possible interaction or event

5: we make it difficult to interact with us

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CRM is about & for US, not THEM!

Let’s challenge our perspective..

What are best in class conversion rates on Direct Marketing?

How many Customers did you disturb?

How many of you ask Customer Service to gather Customer’s

e-mail adresses?

And what can your service rep d o a n d s e e t o h e l p t h e Customer?

1 single measure for Customer loyalty?

We ask our Customers to do

How many of you map the Customer Journey/Experience?

Where did you start?

Point taken.. we need a fundamental shift in perspective

Let’s talk about Value

What is value to your Customer?

Value is determined by the Customer when using the product or service..(over a lifetime)

Customers are active co-creators of value..

Your Customer is here too

Now, more than ever, the Customer is pulling information, knowledge, other resources etc etc from their networks to get the

job done... with as little efforts/costs as possible

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COMPANIES

Push & provide

Products & Messages

Through 1:1 relationships

Aimed at Value exchange

On each possible interaction

CUSTOMERS

Pull & Co-create

Resources

From & with their networks

To meet their desired outcome

With minimum effort

the great disconnect

image courtesy: http://www.flickr.com/photos/ahmadnawawi/3808452611/

we need to allign our thinking & actions with the Customer’s process of value creation..

Map customers’ value creation process, not just your touch-points with them, and

understand how they pull resources from their networks to get the job done..

image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/

Build and help to develop relationships between individuals with similar desired

outcomes and behavior

image courtesy: http://www.flickr.com/photos/loveforphotography/457269816/

Design experiences that stimulate engagement through interactions in networks of

relationships

Support Customers’ value creation process by facilitating Customers to connect with the right resources and pull these when they need them

image courtesy: http://www.flickr.com/photos/romec1/3246065362/

Engage employees and partners in supporting Customers in their process of value creation

Extract actionable insights from 360-degree feedback to foster innovations and to turn

them into value propositions that attract new Customers

image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/

Collecting feedback 365 days/year. A good starting point

I like this, but what’s in it for me?

similar customer jobs

connect likeminded

Nike+ is a perfect example

desired outcomes