graham hill´s keynote extreme crm makeover
TRANSCRIPT
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Extreme
CRM Makeover
Prepared for CRM in 1 Day 2010
by Dr Graham Hill, designthinkers.nl
Ede, 9 September
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Is CRM still Working?
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CRM is dead! Long live CRM
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CRM Works! 50,000 experiments
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CRM Really Works £350m given back
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But... CRM has Problems
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And they are Getting Worse!
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Seven days to an Extreme CRM Makeover
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Be Creative!
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Day1 What doCustomers Really Value?
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Quote… “Customer‟s perceived preference for and evaluation of those product attributes, attribute performance, and consequences arising from use
that facilitate achieving the customer’s goals and purposes in use situations”
…Unquote Robert Woodruff
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Mission Possible Day 1 Go talk to customers, ex-customers and non-customers
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VOC is Not Enough
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‘GenchiGenbutsu’
Go See for Yourself
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Quote… “People don't want to buy a quarter-inch drill. They want a quarter-inch hole!” …Unquote Ted Levitt
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JOB
…Make a 6mm hole in a plaster wall
e.g. to hang-up a towel
We „Hire‟ Tools to do Jobs
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Tools Change, Jobs Don‟t
1935 33 RPM
LP Record
1970 Tape
1990 CD-ROM
2008 iPod Gold
Edition
1880 78 RPM Record
Job: Listen to recorded music at home
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What‟s the Customer’s Job?
10m
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The cutting edge of Innovation
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A brave new world of Applications
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Day 2 How do Customers Consume Value?
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One Touchpoint at a time
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Mission Possible Day 2 Map out the customer‟s journey from start to finish
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Customer Journey
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Contextual Mapping
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Customer Personas
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Fly the Friendly Skys
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Improving the Experience
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Improving the Experience
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Day 3 How is Value Co-Created with Others?
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Value is always Co-Created
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Co-creation is a Balancing Act
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Mission Possible Day 3 Map out the value co-creation drivers
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What do you Bring to the Party?
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Mass Customisation
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Crowdsource Innovation
20m
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Power By the Hour
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Day 4 What Capabilities do You Need to Co-Create Value
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Pull all the Right Levers
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Mission Possible Day 4 Audit your co-creation capabilities
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Capabilities Everywhere
Ric
h c
ust
om
er
& p
roduct
data
colle
ctio
n
Com
mon c
ust
om
er
& p
roduct
data
base
Cust
om
er
& p
roduct
insi
ght
genera
tion
Cust
om
er
& p
roduct
insi
ght
sharing
Cust
om
er
conta
ct r
ule
s
Com
mon c
om
pany v
alu
es
Part
ner
inte
gra
tion
Com
mon p
erf
orm
ance
measu
res
Conta
ct o
ptim
isation
Inte
gra
ted m
ark
eting a
ctiv
itie
s
Lead s
haring &
managem
ent
Info
rmation s
haring
Share
d s
erv
ice s
tandard
s
Perf
orm
ance
rew
ard
s &
ince
ntives
Segm
enta
tion o
f cu
stom
ers
House
hold
ing o
f cu
stom
ers
Use
of analy
tics
and m
odelli
ng
Valu
e-b
ase
d c
ust
om
er
managem
ent
Str
ate
gic
cam
paig
n m
anagem
ent
Inte
gra
ted lead m
anagem
ent
Channel in
tegra
tion
Off
er
configura
tion &
prici
ng
Rig
ht
channelli
ng
Cust
om
er-
focu
ssed s
erv
ice
Info
rmation f
ulfilm
ent
Pro
vid
ing a
consi
stent
experience
Leading
Optimising
Practicing
Developing
Aware
No Capability
Managing Customers by
their Value
Aligning Marketing
Strategy with Value & Needs
Managing the Customer Experience
Collaborating Across the Company
Managing Customer
Information as a Strategic Asset
Managing Relationships with
Retailers
Current Level
3Yr Target Level
Priority improvement opportunities 100 Day Target
1 Yr Target Level
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Improving the Airport Experience
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Making CRM Lean
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Managing for Value
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Day 5
The Art of Collaboration
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Work is a Team Game
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Mission Possible Day 5 Survey staff internal social networks
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How work is Really Done
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Networked Innovation
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Creating Socialtext
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Diving internal Social Networks
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Day 6 Engage with Customer Communities
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Customers are Talking
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30m
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Mission Possible Day 6 Listen to what customers are saying about you… And engage
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Customer Communities
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Call the Buschtaxi(.de)
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„Lurking‟ for Starwood
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Enable Customer Networks
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Does Comcast Really Care?
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Day 7
Customer
Development…
One Step at a Time
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Learning by Doing
Learning by Doing
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Mission Possible Day 7 Create an A3 for your „Customer Development‟
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Fifty A4 pages on One A3 Page
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Managing Repurchase
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€1M Campaign on one A3 page
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Portfolio of Options
Get Started
Degre
e o
f D
evelo
pm
ent
Phase 1
Analytics Datamart
Time
Phase 2 Phase 3 Phase 4
Customer Analytics
Core Processes
Campaign Design
Consolidate Benefits
Daily Business Standardised IT
Process Kaizen
Standard Campaign
Daily Business
Business Kaizen
Expand & Extend
Pilot Retailers
Business Case
Deliver Early
Benefits
Mktg Datamart
Automated Data
Predictive Models
Activity Kaizen
Piloting Campaign
Value created in this phase must pay
for itself AND the next phase
All Retailers
Business Case
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Building a Disruptive CMS
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It‟s NOT Rocket Science!
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It‟s NOT the Sizzle It’s the Steak
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It‟s NOT Monopoly Money
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Are YOU Ready…
For an Extreme
CRM Makeover?
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Thank You Dr. Graham Hill [email protected] + 49 170 487 6192 www.linkedin.com/in/grahamhill www.customerthink.com/gurublog/graham_hill www.twitter.com/grahamhill