HOW CRM CHANGES EVERYTHING IN LESS THAN 10 MINUTES
MOVING ON MOBILE
@august_west
APRIL 9, 2013
THE ROOTS OF CRM CHANGE
@august_west
The Internet IS NOW EVERYWHEREThe Internet IS NOW EVERYWHERE
The Internet IS part of EVERYTHING
INTERNAL (ENTERPRISE)
CONSUMER
EXTERNAL (ENTERPRISE)
EXTERNAL SYSTEMS
+
INFORMATION: BITS FREE OF SPACE AND TIME THAT CHANGES BASED ON USER NEED
EVERYTHING BECOMES CRM - Can’t Really Make it without mobile -
Pre-Arrival Post Departure
TRAVEL LIFECYCLE
Sell
BEFORE INTERNET EVERYWHERE
Dream
Shop &Consider
Book /Reserve
Plan & Prepare
Transit / En route
Arrival / Welcome
Stay & Enjoy
Departure
Re-live & Share
TRAVEL STAGESRE-DEFINED
AFTER INTERNET EVERYWHERE
WHAT DO YOUR COMMUNICATIONS LOOK
LIKE WITH INTERNET EVERYWHERE?
CHANGE
PLATFORM NOT CHANNEL
ONLINE
TV
EVENT
IN-STORE
RADIO
OOH
PRODUCT
DM
TIME/SPACE
EMOTIONAL
COGNITIVE
BRAND
Data the brand knows about the user + third party intelligence
The User:• Time/Space• Device Type/Cognitive• Emotional - Desires and needs
Media Types
The connector of media, user, time/space and brand
BRAND CAN NOW ASCERTAIN INTENT REGARDLESS OF MEDIA CHANNEL
IMPLEMENTATION IMPLICATIONS
FOR YOU
STOP THINKING IN SILOS
TAKE YOUR DATA OUT OF ISLANDS
salesin-store sales
online marketing
direct mail
TV
CONTENT STRATEGIES AND EXPERIENCES TO
ADDRESS THE CURRENT USER NEED STATE
EXAMPLE:
Devices NOW conform to the needs of users: How come your communications don’t?
ONE TEAM
ON-BOARD OR
FIRE YOUR IT STAFF
• Gene Keenan• M. 415.218.7369• [email protected]• @august_west• Linkedin.com/in/genekeenan
THANK YOU!
