lessons in crm change management - presented at crm evolution 2012
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Customer Relationship Management Lessons In Change Management
By
Banafsheh Ghassemi
@Banafshehgh
VP, eCRM and Customer Experience
Presented at CRM Evolution 2012
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The Evolution
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1980s
The all-knowing database
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1990s – Early 2000s
Plug in the machines!
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6
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7
…and watch magic happen! Customer Survey: Excellent: Very Good: Good: Fair: Poor:
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70% Of CRM Initiatives Fail - Cap Gemini
75% Fail To Impact The Customer Experience - Gartner
Billions Spent. An Abysmal Track Record.
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Mid 2000 – Today
It’s a business strategy!
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Brand Experience
Vision
Customer Wants, Needs, and Expectations
Capabilities
Enablers
Initiatives
Business Strategy
Voice of the Customer
People, Process, Policy & System
The Building Blocks Of The Strategy
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And Just As We Began To Get The Hang Of It…
“The social brand”
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Your Brand
Like
Follow
Friend
Fan
Customer Sentiment
Online Community
Social Graph
Social Marketing
Social CRM
Viral Marketing
Word Of
Mouth
Engage Listen
Influence Share
Colaborate
Check In Mayor
Badge Gamification
Crowdsource
Aggregation
User Generated
Content
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13 13
What is a Like/
Follow/ Fan
worth?
Why is Everybody
doing it!
Where do we start?
What’s the ROI?
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Even today we will find most organizations somewhere on this maturity continuum
What’s the ROI?
What is a Like/
Follow/ Fan
worth?
Why is Everybody doing it!
Where do we start?
Least Mature Most Mature
Brand Experien
ce Vision
Customer Wants, Needs, and
Expectations
Capabilities
Enablers
Initiatives
Business
Strategy
Voice of the
Customer
People, Process
, Policy &
System
The all-knowing database Plug in the machines It’s a business strategy The social brand
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Change Management: The Foundations
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Customer Relationship Management Strategy
Customer Experience Management Strategy
Who § Lead by line of business leaders (CSO, CMO, CCO) with tactical focus on operational efficiencies & priorities (inward looking).
§ Lead by CEO with strategic focus on brand value proposition (outward looking).
What § Captures what you know about a customer with an interest on the value of the donor to the enterprise
§ Captures what a customer thinks about you and the value you bring to them.
When § Generally focused on acquisition cycle (sales, revenue, profits)
§ More holistic lifecycle focus that includes both acquisition & retention (sales, revenue, profits AND churn, Net Promoter Score)
Evolve From A CRM Mindset To A Customer Experience Strategy Or a Brand Experience Strategy Mindset
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In The Absence Of A CEM Strategy, Even The Best CRM Technology Can Make Life More (Not Less) Difficult
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Postpone The Technology Investment Until You Have a Strategy
CRM technology will facilitate a business strategy designed to learn about, select, optimize and
manage the most valuable customer relationships
The strategy has to be customer
centric…
…they all have expectations, needs & wants…they each
have diff life-time values
But our customers are not the
same…
…do our data,
internal processes,
orgs, policies, rules of
engagement support
their expectation
s?
Are their expectations
aligned with their life-time value?
…whatever the needs, they need them to be met
across the touch-points.
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CEM Vision
Wants, Needs, and Expecta;ons
Capabili;es
Enablers
Ini;a;ves
Business Strategy
Voice of the Customer
People, Process, Policy & System
Stakeholder Interviews Inside‐Out Workshops Focus Groups Primary Research Best Prac?ces
Voice of the Customer
Developing The Strategy: An Approach
Define CE Vision and Strategy Statement Develop guidelines for operational direction
Prioritize Top Donor Wants / Needs Show prioritized list of initiatives against goals
Align with Enterprise and Brand Strategies Determine key loyalty and touch-point metrics
• Business Requirements for CRM PlaEorm CRM
• Moves Management Framework
Moves Management
• Donor Communica?ons • Cross / Up‐sell Other Ini?a?ves
Ini;a;ves
CRM/CEM Strategy & Roadmap
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This Is Not About You, The Management Team, And Your Insatiable Appetite For “Their” Data!
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More successful front-line employees Train better customer engagement, not how to use
the system Communicating Effectively Identifying Opportunities Building Relationships
More engaged and loyal customers who will also be your advocates
Make It Clear From The Onset Why You Are Doing This…
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Aware/ Learn
Donate
Confirm/ Appreciate
Seek Help
Renew
To Be Effective Your Strategy Must Span The Entire Customer Lifecycle And High-Value Touchpoints
Learning how donation was used
(Stewardship) Ease of donation
Acknowledgement and appreciation of
donation Request information regarding specific
issue
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CRM Investments Are Not Cheap & Cutting Corners Can Lead To Costly Write-Offs…
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Voice Of The Customer Continuously assess customer sentiment, needs & wants and refine
organizational capabilities and enablers to satisfy the ever changing landscape
Requires investment in structures that are focused on VOC
Make investments in Process definition Data migration/management Training Communications Post implementation user & system support
Don’t Skimp on Necessary Steps
Ongoing Customer Feedback Methods Customer Feedback *Welcome Calls *Transac;onal Surveys *Customer Panels *Rela;onship Surveys *Call/Inquiries Into Frontline Orgs *Social Media Employee Feedback *Employee Panels *Front‐line Surveys *Rep Quality Monitoring *Execu;ve Immersion *Employee Engagement Survey
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Change Management:
Social CRM Take It To The Next Level
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Don’t Be Intimidated
It’s Just Evolu?on!
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CRM, It’s A Bigger World Than It’s Ever Been!
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Social Media & Customer Experience Disconnects
43% of consumers consider direct response to their inquiries on social media most important
31% expect direct access to customer service reps or product experts - Oracle, March 2012
60% of companies don’t respond to customers via social media
- Capgemini
55% of customers call their experience of communicating with brands via social media “disappointing” or “mediocre.
-Conversocial
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Organize as you always did Do you have a letter, email or phone
department? So why a social media department?
Think channel strategy and channel operations
Sales, marketing, customer support
If you don’t know where to start, customer support is a good bet.
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“Operationalize” Red Cross
Social Specialist across the organization serving as SMEs offering insights, expert advice, engaging on behalf of the brand.
DigiDoc monitoring mentions during disasters using heat maps to determine response needs
Best Buy TwelpForce ~3000 on retail team responding to customers
South West Airlines Experts across functions serving customers during flight
hours.
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But Strategize & Operate Differently Can’t sell or market as you always did
Peer to peer Nurture advocates and evangelists Empathetic, high value content
Can’t service as you always did Real-time Nurture support communities