Date post: | 05-Dec-2014 |
Category: |
Business |
Upload: | fred-zimnys-serve4impact |
View: | 1,748 times |
Download: | 0 times |
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?
http://www.flickr.com/photos/jmsmytaste/90648278/
Is this what it’s evolving to?
5 things we as companies do “in the name of CRM”
1: we PUSH products & messages
http://www.flickr.com/photos/tidymind/4327717486/
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
http://www.flickr.com/photos/adamkr/4938036983/sizes/l/
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
what?
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
http://www.flickr.com/photos/marxpix/471485822/sizes/l/
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
connect likeminded
engage partners
Engaging with Customers has never been more easy..
Helping your Customers be successful in their jobs is not..
What would that mean for the reward?
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
Close the Gap
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