Star wars and social CRM

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  • 1. Star Wars & Social CRM
    Laurence Buchanan
    @buchanla

2. First Generation CRM Technology centric, monolithic
3. Command and Control
4. Marketing, Sales & Service forced to comply and enforce
5. The CRM wilderness years
6. Agile, focussed fight-back (some early successes)
7. The Awakening use the Force
8. An omnipresent form of energy which can be harnessed by those with that abilityan energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"
9. In the world of Social CRM The Force is the sum of all customer comments, feedback, blogs, tweets, yelps, diggs and sentiment
10. 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 6th, 2009
11. The Force can be used for both good and evil!
12. The light side of the force (from the organisations perspective)
13. 14. 15. 16. 17. The dark side of the force
18. 19. 20. 21. 22. So how do you respond?
23. The ostrich approach
24. The megaphone approach
25. The chameleon approach
26. The dancing dad approach
27. The command and control approach
28. The hare and tortoise approach
29. Hand over control?
30. Whichever approach you choose start with the customer
31. Build a customer-centric vision & strategy
32. Recognise that from the customers perspective social media sits across the entire customer experience
33. Prioritise rigorously and provide customers (and customer facing staff) with the tools they need to create value
34. Measure, be agile and embrace constant change
35. 35
36. For more information:
E-mail: Laurence.buchanan@capgemini.com
Twitter: @Buchanla
Blog: thecustomerevolution.com
Images: istockphoto.com