Date post: | 28-Nov-2014 |
Category: |
Technology |
Upload: | sugarcrm |
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Evolving from Data Overload to
CUSTOMER
Enterprise Customer Experience
Presented by: Mitch Lieberman
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This is Customer Experience
a superset of sensations, emotions and perceptions felt by your customers
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Sharing of Experiences
happens across the physical world
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and Sharing of Experiences
happens within the digital world
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Experience is not a Process
an experience is visceral, an individual response to stimulus (or lack of)
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Enterprise Customer Experience The Future of CRM
The people, internal processes and technology required to listen, guide and engage your customers in the digital world.
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Consider the Landscape
See the world as your customers do, consider their view and their perspective
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Rivers of Data
The volume and velocity of data is a blessing and curse – the value is information and insight
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Too Much
Just because it is all available to you, does not mean you need to consume it all
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The Perfect Dish
Information and insight are the true objectives, either act on what is measured, or do not measure
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Are You Listening,
Or Waiting To Talk?
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Listen to Understand
Monitoring, filtering and prioritizing are the starting point understanding is the goal
Filtering image
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Community Engagement
Stay close to your customers and let them know that you care and are there to help
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Interactions
Whether in person or digital, each is an opportunity to learn and act
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Context Transforms Data
Data without context, such as time, location, along with customer information lacks value
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The Objective is Insight
Through the fog of data, it is a critical piece of information can make all the difference
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Data has Value
For every two degrees the temperature goes up, check-ins at ice cream shops go up by 2%.
– Andrew Hogue, Foursquare
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Data can be Manipulated
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Context
Bridging the gap between trust and reputation, between you and your customers
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Just out of Reach
That emotional connection with your customers; it takes real effort to achieve
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Mirror Image
A customer’s experiences with your products and services are a reflection of your culture
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Service Excellence
An harmonious dance among people, process and technology
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Perspective
Customer experience is not what you design, it is what the customer perceives it to be
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Collaboration is Required
“customer experience is a team sport”Kerry Bodine, Forrester
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at the End of the Day
Consider your customer’s needs and jobs-to-be done via an outside-in approach
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Charting the Course
To Enterprise Customer Experiences
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Social Media Initiatives Mature
• Beyond Departments• Beyond ‘Likes’ and ‘Follows’• Beyond ‘shooting from the hip’• Beyond Uncoordinated efforts
Towards Digital Programs
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Digital Communication Programs
• With Coordination• With Defined Success Metrics• With Emergent Analytics• With Modest Governance
Teeing up Social CRM
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Social CRM is the Starting Point for Enterprise Customer Experience
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The Value of Social CRM
• Coordinated Customer Facing Programs
• Technical and Business Integration• Advanced Analytics Leading to
Insights• Personal Interactions and
Engagement
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The Evolution of CRM
• Social CRM is Consumed by CRM• Front to Back Office Coordination• Repeatable Process, Governance• Community, Content, Collaboration• Universal Access to Information
Is Social CRM Part of CRM?
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YES!!
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A Completed Enterprise CustomerExperience Vision:
• Directed, Personalized Interactions• Predictive Analytics• Customer Insight and Expectations• Conversational Communications• A Collaborative Organization
(Culture)• Social Business Maturity
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Jump in
Are you ready to take the plunge?
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