Enterprise TRM - Tribes Relationship Management

Enterprise TRM TRM => Tribes Relationship Management

Enterprise CRM in the Digital/Online Services Age

Karthik Ravindrankarthikr@live.com

Traditional Enterprise CRM

Technology Enabled Systems Data Mgmt + Structured Processes

Business-2-Customer CommunicationsSales, Marketing, and Customer Service

Worked well (if done well) in the past

What about in the current & emerging digital/online age?

Can it move your Customer Relationship needle forward?

Revisiting CRM in the Digital Age

Technology Enabled Systems Data Mgmt + Structured Processes

Business-2-Customer Communications

Rethinking Traditional Enterprise CRM

What requires rethinking?

CustomerContactContract Lead

OpportunityMarketing Lists

Marketing Campaign ChannelsCustomer Support

Sales Force Automation…

Traditional Enterprise CRM conceptsHow are they impacted by the Digital/Online Age?

The world has evolved and is constantly evolving…

Mailing Address => E-mail Address => Web Site

Presence

Snail mail => E-mail => Social Networks

Photo Sharing

Letters => E-mails => Tweets

Communication

Snail mail Marketing => E-mail Marketing => Social Media Marketing

Marketing

Vendor Marketing + Personal Experiences => Social Media Communities &

Influentials

Consumer Perceptions

Web 1.0 => Web 2.0 => Web 3.0

The Web

On-premise => Hosted => Cloud

Computing

Brick & Mortar => Web 1.0 .com site => Going Social

Enterprise Presence

ChangeOnlineTribes

New Mediums Going Social

Old habits are not totally irrelevant

*Tribes – Watch Seth Gordon’s presentation (The Tribes we lead) on www.ted.com

Common Trends

Customer Data Management Apps => Enterprise CRM Systems =>

Enterprise TRM

Enterprise CRM Evolution

Services that enable Conversations

between an Enterprise and its Tribes to materialize mutually beneficial

Experiences and Results

*Tribes => Customers, Consumers, Communities

Enterprise TRM

Customer => The 3 C’s => The TribesCommunications => Conversations

Relationships => Positive ExperiencesSilos => Community

Customers => Advocates

*The 3 C’s => Customers, Consumers, Community*Distinguishing the 3 C’s – An XBOX Gamer (A Microsoft Customer), Video

Gamers (Gaming Consumers), Video Gamer Communities

Enterprise TRM Pillars

Enterprise TRM ScenariosA Sampling

Note: Pause and think through each scenario in the context of the Enterprise TRM pillars

Surveying Customers

Are structured customer surveys always effective? Are there opportunities for you to be more efficient in

understanding & engaging with your tribes?

Micro Communications

The age of viral Micro communications is here to stay. Community Influencers Micro-communicate. Micro-communications make/break brands. Micro-

communications shape consumer perceptions. What is your engagement strategy?

Customer Service & Engagement

Unhappy campers voicing their opinions on products/services is a common trend in popular & viral online networks. The vast majority are ignored (unlike the example cited above). How

active is your brand in viral networks? What is the cost of ignorance?

Social Presence

Presence in Viral Social Networks – What purposes could it serve? What is your

Engagement Strategy?

Collaborative Knowledge Management

Are there more effective & sustainable options to foster knowledge sharing in the context of your

brand?

How could services like the above influence your investments in this context?

Tribe Shoring

Are there opportunities to directly engage your tribes in shaping your brand?

How could services like the above influence your investments in this context?

Multi-channel Engagement

Where are your Tribes most active?

What is your engagement strategy to stay connected with your tribes in these channels?

I log into my connected gaming console and I see…

We Value You Experiences

A message thanking me for a feature add-on suggestionI had submitted and informing me that it has been

addressed with a link to obtain the add-on. The message also Notifies me that1000 points have been credited to

my gaming account for mycontribution and its value to the gaming service provider’s

consumer community

A message recognizing me as a an expert in a game and invitingme to participate in a closed loop beta testing of v.Next

…

…

…

And Many More…

Micro-communications: TwitterSocial Media: YouTube, SlideShare

Top 2/3 Social Networks where your tribes flock (varies): Facebook, Windows Live, My Space etc. Tribe Shoring Channels like Zooppa

Viral Multi-channel App Stores/Ecosystems Custom Branded TRM Service & Community

Top Enterprise TRM Channel Investments

Enterprise TRM Strategy

…

…

…

Engage in Established External Channels

Drive to/Integrate with

Custom Branded TRM Service & Community

Micro-CommunicationsSocial Media (Videos, Presentations, Photos,

Blogs, Wikis)Social NetworkingTribe Shoring

Multi-Channel AccessExternal Channel/Service Integration

Usage & Efficacy Analytics

Custom TRM Service Capabilities

Integrated Brand Hub for

Participatory IdeationCustomer Support & Service

Collaborative Knowledge ManagementTribe ShoringMarketing

Custom TRM Service Applications

Acknowledgements

Seth GordonLawrence Lessig

Thank You