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It’s all about the conversation conversion @iamgfc t a little conversation often h
It’s all about the conversationconversion
@iamgfc
….but a little conversation often helps……
Gianfranco CuzziolHead of eCRM
@iamgfc
(e)(s)CRM – The Art and Science of Being Social
@iamgfc
The Answer is Social.Now, what’s the
question ?
@iamgfc
So what is (e)CRM?
@iamgfc
anewworld
@iamgfc
completely connected@iamgfc
multi-platform@iamgfc
6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm
Radio
Tablet
Mobile
PC
TV
Paper
Home Travel Work Travel Home
multi-tasking@iamgfc
multi-touchpoint@iamgfc
Over the last 10 years the number of mobile devices owned by consumers in Europe has risen
from 2 to 4
For 16-24 year olds it has risen from 3 to 5*
*Forrester @iamgfcconnected consumers
@iamgfc
95M tweets are written per day
500 million users
Mobile - Each minute +1000 SUBSCRIPITONS
13 million entries 5 billion mobile
phones
connected powerful consumers
Click & KnowClick & SayClick & DoClick & Buy
@iamgfcit starts with a click
a new breedof
connected customer
@iamgfc
Loving the Rituals that keep men close,Nature created means for friends apart
Pen,paper,ink,the alphabet,Signs for the distant and
disconsolate heart
Palladas (4th Century AD)
@iamgfc
But what is (e)(s)CRM?
@iamgfc
CRM is a business philosophy with the audience at its heart.
It is two-way interaction
It is designed to strengthen the connection
It HAS to be beneficial to the audience as well as the Brand.
The consumers shape how they want to engage
What we often see when we talk (e)(s)CRM
Bad CRM
Intrusive, pushy, irrelevant,
exploitative, salesy
One way
Good CRM
Valued, relevant, engaging,useful
Good for the customer &the organisation
@iamgfc
What good (e)(s)CRM looks like
@iamgfc
@iamgfc
With good (e)(s)CRM you don’t feel like you are being managed or
forced into a ‘commercial’ relationship you don’t want
The Role of (e)(s)CRM
@iamgfc
ICE
deas
onnections
nlightenment
@iamgfc
@iamgfc
@iamgfc
(e)CRM Touch-points
@iamgfc
The New
@iamgfc
Is
Everywhere
AND
Enywhere
@iamgfc
@iamgfc
@iamgfc
We don’t just have a remit to engage with customers but with opinion formers,
society, suppliers and internal stakeholders as well
consumer-centric
@iamgfc
@iamgfc
Do I want a relationship with a Bottle of Ketchup?
@iamgfc
Levels of connectedness powered up or down by the consumer
@iamgfc
@iamgfc
@iamgfc
www.theflightdeck.biz
everywhereCRM
Database Marketing
Customer Loyalty
In-Store Activity
Integrated Comms & Advertising
Web & App Social Media
A to Z
@iamgfc
@iamgfc
@iamgfc
@iamgfc
@iamgfc
3 Fundamental elements of eCRM
Data
DataData
@iamgfc
Context & Relevance
@iamgfc
@iamgfc
@iamgfc
be wary of creating caricatures
@iamgfc
@iamgfc
it’s not rocket science
@iamgfc
@iamgfc
@iamgfc
You can learn from the wisdom of crowds
@iamgfc
But sometimes the needs of the one outweighthe needs of the many
Yare - Speed and Agility
@iamgfc
ConversationMarketing
@iamgfc
ConveRsationMarketing
@iamgfc
ContextRelevantMarketing
@iamgfc
(e)CRM is Dead
Long Live (e)CRM !
@iamgfc
“Engaging the Connected Consumer”
