Clarity in the Clouds

What are the Real Benefits of Cloud-Based CRM?

Esteban Kolsky

@ekolsky

CRM

360

IaaS

PaaS

SaaS

S

S

S

S

P

P

P P

I

I

I

I

connectivity database legacy internet

security business rules compliance directory

presentation validation interaction personalization

before we go anywhere, let me define cloud

demographic

operational

behavioral

attitudinal

sentimental

who the

customers

are

how

efficiently

the

business

operates

what

customers

do and

how they

work

how

effectively

the

business

operates

how the

customers

feel about

business,

products,

services

as

expressed

publicly

crm social crm “big data” CRM 360 is all about data…

how to make CRM 360 a reality?

data

purpose

customer

interaction

in other words…

how to leverage the value behind the hype

of today’s technologies to create a

collaborative enterprise…

• leverage big data (data)

• leverage social (interaction)

• leverage collaboration (purpose)

how to resolve the equation?

• must be customer centric

• must be a combination of processes,

technology, people, metrics, and

governance – not just one thing

• must be in the cloud

– infinitely scalable

– easy integration

– secure and compliant

security in the cloud

S P

I

S

P

I

S

P

I

S

P

I

S P

I

S P

I

security

service

security token, created and managed by PaaS

resolving issues of security leads to compliance, plausible integration

integration #1: saas-saas

S

P

I

S

P

I

S

P

I

S

P

I

SaaS-SaaS integration, within

the application, leveraging the

cloud

similar to existing, uses service

calls, middleware

Integration #2: paas-paas

S

P

I S

P

I

S

P

I

S

P

I PaaS-PaaS integration,

leveraging the cloud, no need for

middleware,

easiest for elasticity (scale out),

establish once, reuse many

times as necessary

resolving issues of integration leads to scalability

scalability in the cloud

design for scalability in

the cloud

scalability must occur in

two ways – up and out

define scalability by

Capacity Availability Performance

cloud scalability

the entire concept of cloud computing was conceived for scalability sake

and when you put it all together…

• personalized, complete, and timely

interactions…

• that yield value, helps users and

customers make decisions using proper

data…

• using effective, repetitive, customer-centric

processes that have a purpose

five truths of CRM 360

• aim for CRM 270-300ish…

• without a customer, there ain’t 360

• have a purpose for the data you use

• cloud is a must to see data flows thrive

• think ecosystem, not closed system

you will never know all you want

just what you need

let’s talk…

Thank You

Esteban Kolsky

http://thinkjar.net @ekolsky