Star wars and social CRM

© Capgemini UK Plc 2009

Star Wars & Social CRMLaurence Buchanan

@buchanla

First Generation CRM – Technology centric, monolithic


Command and Control


Marketing, Sales & Service forced to comply and enforce


The CRM wilderness years


Agile, focussed fight-back (some early successes)


The Awakening – use the Force


“An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"


In the world of Social CRM “The Force” is the sum of all customer comments, feedback, blogs, tweets, yelps, diggs and sentiment


“The company's response to the customer's control of the conversation.“

Paul Greenberg “Time to Put a Stake in the Ground on Social CRM”, July 6 th, 2009


The Force can be used for both good and evil!


The light side of the force (from the organisation’s perspective)






The dark side of the force






So how do you respond?


The ostrich approach


The megaphone approach


The chameleon approach


The dancing dad approach


The command and control approach


The hare and tortoise approach


Hand over control?


Whichever approach you choose… start with the customer


Build a customer-centric vision & strategy


Recognise that from the customers perspective social media sits across the entire customer experience


Prioritise rigorously and provide customers (and customer facing staff) with the tools they need to create value


Measure, be agile and embrace constant change


FOR MORE INFORMATION:

E-mail: [email protected]

Twitter: @Buchanla

Blog: thecustomerevolution.com

Images: istockphoto.com