ceraCopyright (c) 2002-2006 Cerado, Inc.

October 30, 2006

October, 2006

Christopher CarfiCerado, Inc.

Upgrading Your CRM Strategy with Web 2.0

ceraCopyright (c) 2002-2006 Cerado, Inc.

Quick Background

Co-Founder, CeradoWin/Loss Analysis, Competitive Intelligence, Business Blogginghttp://www.cerado.com

Creator, HaystackTM NetworkingSerious social networking for businesses and associationshttp://haystack.cerado.com

Editor, The Social Customer Manifesto weblog“Best CRM Weblog,” SearchCRM.comhttp://www.socialcustomer.com

ceraCopyright (c) 2002-2006 Cerado, Inc.

Agenda

• Intro : How “Web 2.0” Is Affecting CRM• What's Happening : Sales• What's Happening : Marketing• What's Happening : Service• What's Coming : An Increasing Focus On

Trust In Business Relationships• Wrapup

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How “Web 2.0” Is Affecting CRM

• Web is moving from “publish-only” to “read/write”– Cost of publishing for customers = 0– All media can be published – text, audio, video,

etc.

• CRM has moved from “managing customers” to “having conversations with customers”– Applies to sales– Applies to marketing– Applies to support

• We've entered era of the “Social Customer”

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The Social Customer Manifesto• I want to have a say.• I don't want to do business with idiots.• I want to know when something is wrong, and what you're going to do to fix

it.• I want to help shape things that I'll find useful.• I want to connect with others who are working on similar problems.• I don't want to be called by another salesperson. Ever. (Unless they have

something useful. Then I want it yesterday.)• I want to buy things on my schedule, not yours. I don't care if it's the end of

your quarter.• I want to know your selling process.• I want to tell you when you're screwing up. Conversely, I'm happy to tell

you the things that you are doing well. I may even tell you what your competitors are doing.

• I want to do business with companies that act in a transparent and ethical manner.

• I want to know what's next. We're in partnership…where should we go?

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What's Happening: Sales

photo credit: gizmodo

Key point 1: Salepeople no longer have an informational advantage over their customers

Key point 2: Customers trust “someone like me” (e.g. TripAdvisor)

Key point 3: The rise of the “biz-sumer”

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What's Happening: Marketing• Customer expectations

– Transparency– Authenticity– Conversations in a

human voice

• Things happen– Customers create– Customers talk– Word-of-mouth reigns

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What's Happening: Support• “Support Tags” (a.k.a. “Support Beacons”)• Turns support around 180 degrees• Customer talks on his/her own site, support comes to them

Naturally, there will be those who scoff and respond to the support tagging idea along the lines of "Why? Customers should come to our support site, and open a ticket there". And that's how it's done today - make your customers come to you.

But why not reverse this completely? This is how these companies win the hearts, minds and loyalty of their customer. Its amazing customer service - a true differentiator.

By providing a support tag, it could allow for further structuring around this 'listening to the blogs customer support' approach. Of course, not all your customers would use it, but if there is a real benefit to the customer in doing so (i.e. faster response times, quality of response, etc), then why wouldn't they? And the benefits to the company providing support in this way? Well, happy customers for one - but if the support is provided via a comment then this provides evidence to prospective customers of the quality of service who happen to come across the blog post.

I'll do my bit and the send idea around within Microsoft for consideration by the powers that be.

“ ”

Quote from Alex Barnett, Microsoft

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Trend: Social Networking for Businesses/Associations

• Social networking: Huge in consumer space in 2006 (mySpace, Facebook, etc.)

• Not just for kids anymore• Business trust is in “someone like me”• SNS on track for use in businesses and

associations:– Customer and member relationship development– Use of the network to find experts or locate

knowledge to better support customers– Better service by providing customers with the

“whole product”– Creation of “all-star” teams that are right for each

customer • Trust is the killer app

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Contact Information

Christopher CarfiCerado, Inc.ccarfi@cerado.com650.346.4406

Haystack profile: http://haystack.cerado.com/profile/2