CRM Backwards

Get Customer Worthy @ Amazon.com

CRM Backwards

What you need to know before you spend another cent on CRM

2012 All rights reserved. ClientXClient 908.542-1134 [email protected]

© 2002. All rights reserved. ClientXClient Inc.Get Customer Worthy @ Amazon.comGet Customer Worthy @ Amazon.com

Every contact matters…

…especially to customers.



Customers measure contacts differently then companies



How Your Customer Measures CRM

Michael Hoffman Investment My Cell Phone Company (rhymes with horizon)

20 minutes preparation20 minutes online20 minutes on hold 20 minutes call hold time = Free11 Minutes Customer Service Rep Interaction Time

11 minutes Customer Service Talk Time

My time @ 3.00 minute Call time @ $0.45 minuteX 71 Minutes Me, The Customer Cost = $210 Wireless Phone Company Cost: $4.95 @ $50 hr = 59.16 @ $10 hr = 11.43

Final Resolution 6 Month CostX 551 Minutes 120 minutes @

$54Me, The Customer Cost = $1,653 Wireless Phone Company Cost: $54

Monetize this:

From Preface, Page XII, Customer Worthy, Why and how everyone in your organization must Think Like a Customer, Michael R Hoffman, Paramount Publishing 2010

The Customer Revolution Starts While Your Customer is on “Hold”



It’s coming…Consider your company warned

CustomerPayback.com a social network for customer self-monetization, Live May 2012



For customers, every contactis part of customer relationship management

=


Customers invest across theentire customer cycle


Yes, every contact has at least twocosts: company $ + customer $

And every contact has potential revenue…2012 All rights reserved. ClientXClient 908.542-1134 [email protected]


So CRM is Everyone’s Job



Figure 12.4 CxC Matrix Systems Include (sample list)Customer Worthy, pg. 151

AccountingAdvertisingBusiness intelligenceBusiness performancemanagementBusiness process managementCall routingCare center inboundCompensationContact managementContent managementCost accountingCredit authorizationCredit modelingCRM (customer relationshipmanagement)Customer serviceCustomer surveyData matchingDevice designDevice managementDigital asset management

SecuritySelf serviceSelf service kioskSelf service mobileSelf service phoneSelf service webShippingSocial mediaStatisticsSubscription managementSupply chain managementTelephonyText to voiceVoice to textWeb analyticsWeb chatWeb hostingWeb presentationWeb securityWork flow

Direct marketingDistributionEmail hostingEmail managementEnterprise marketingmanagementERP (enterprise resourceprocess management)Financial reportingFraud detectionFulfillmentGame managementGeneral ledgerInbound telemarketingIntegrated communicationsInventoryIt operationsLead managementLicensingList managementLocation securityLogistics

MaintenanceMarketing automationMaster data managementModelingNetwork designOffer managementOrder managementOutbound telemarketingPackagingPartner managementPerformance managementPerformance reportingPoint of salePoint-of-purchasePredictive modelingPrintingPublic relationsQuality systemsResource managementReturns processingReverse logistics salesAutomation

…and CRM is “in” Every System


But companies don’t understand CRM

Cost focus hereenflames customerrage

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Companies would “get it” if they monetized every contact



CRM must incorporate customer experience transparency

From Thinkmap®, Visual Thesaurus®



CRM Backwards Summary

• Majority of CRM designs fatally flawed due to lack of focus on customer impact

• Unmeasured expense-to-customer is business & competitive handicap

• Unrealized revenue per contact is enormous • Customers should be focus of system, function, process

integration • Customer experience as described in CxC Matrix quickly

quantifies potential cost savings and revenue opportunities (see next 2 slides; more clarification in Customer Worthy (book) and at Customer Worthy.com)



Start broad

Macro CxC Matrix build in 1 week



Identify & monetize cellscritical to business objective

Prioritize budget, projects based on monetization

xxx

x x

xx

xx



Thank You!

Michael R. Hoffman, 908.542.1134CLIENT x CLIENTclientxclient.com

Think Like a Customer!

CRM & Marketing for the next 10 years.
