Submit/Vote Innovation Ideation: BIG Data Dilemma. What’s NEXT?BIG Data Dilemma. What’s NEXT?

Winter 2013

An Innovation Community InitiativeTo Compete on Relationships

Informed byThe Religence Framework for CRI

Customer Relationship IntelligenceCommunity Relationship Intelligence

©2013 Religence®, Registered USPTO, Patent Number US 7,526,434

Idea OVERLOAD. Popular ideas likely incremental.

Dilemma:

Popular ideas likely incremental. Breakthrough ideas missed.

Engagement record lost. Business value not captured.

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Measure what matters for business

results. Operationalize Social Business.

Relationship Age Opportunities

Make sense of the data --Make the data come alive!

Get closer to customers. Innovate.

CRI can help YOU lead this BIG change.

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A Community Approach to Win in the Social Media Wild, Wild West

Draws Relevant People into the Enterprise’s Communities,

the Enterprise’s Technology

e-CRI

CRI Segments YouTube

Social Media Wild, Wild West Rules

Segments

Social CRI Communities

Twitter

YouTube

Facebook

PinterestLinkedIn

Google+

A Deliberate, Systematic PROCESSTo Map, Measure, and Manage a Community’s

Critical Interaction Processes

Interaction Process Flow

Sponsor(s)/ Leaders Interactions Known

Sponsor(s)/ Leaders Interactions Unknown

Member Interactions

Competitive Advantage

Profit At RiskInteractions

KnownAdvantage At Risk

Member Interactions Unknown

Retention At Risk

Sponsor(s) At Risk

Developing a relationship is a joint collaborative process between the community member and the community sponsor(s) and leaders that moves a relationship forward or backward. Measuring and managing the Interaction Process Flow optimizes value.

Unifying CRI FRAMEWORK: Shift Focus and Funding to Retention and a

Stakeholder Community. 7X as much is spent on acquiring customers

as is on retaining

them.

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them.

Align Marketing/ Sales/ Customer Service and Communities with a common relationship development process. Relationships drive business.

Collaboration Maturity Model

Collaboration

Operational CRIIt’s What’s Next!

User Groups SIGs Intranets Extranets Portals WikisBlogs

OnlineCommunities

Social Business Enterprise Platforms

Collaboration Layer Processes

© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

• Operational CRI

• Other Cross-FunctionalMethods & Tools

Social Business Shifts the Focus from: Company & Product to Customers

to Backward Looking Forward Looking

Innovation to Meet Customer’s Real-Time Expectations

Measure with our Patented Relationship Development Process for

Real-Time Operational CRI:

RISK ADVANTAGE

Real-Time Operational CRI:

• Manage looking forward with Relationship Value, a leading indicator for profit.

• Decide based on Variable Interaction Costs tied to

individual customers instead of allocation or headcount.

• Rely on what individual people actually DO (Interactions)

not on aggregated trends (what people SAY they’ll do).

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Other Relationship METRICS

Data Box Data Box

Critical Interaction Process Metrics: Social CRI CRI

• Interaction Data measures buzz and momentum in a Community.

• Interactions in a Community are among members, some of whom are leaders. Any or all of the leaders or members could be from the sponsor or sponsors.

• Other metrics include conversion rates, retention rates, referral rates, variable cost-per-contact, Customer Lifetime Value, and step duration. Specific to Social CRI and Communities are % participation and people and information flow—in and out.

Segment

Data Box

Community Standard

Brand Value

Product Value

Experience Value

Member Action

Sponsor Action

Step Duration

% Participation

Member Cost $

Sponsor Cost $

Elements of

Value

Actions &

Interactions

Process

Efficiency &

Effectiveness

Expectation

Data Box

Industry Standard

Brand Value

Product Value

Experience Value

Customer Action

Seller Action

Step Duration

Yield %

Customer Cost $

Seller Cost $

BreakthroughRelationship Value Metric

RV

Measures Effect in Relationship Cause-and-Effect.

Numeric Proxy for Interactions.

Elegant.

© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

• KPI for Relationship Development

• Leading Indicator for Profit and Satisfaction

The Missing Metric

RV

Real-Time Operational Control for Frontline Staff and Managers:

Results Based on Real-Time Operational Data:

• What is happening right now with individual customers? At what cost? For what effect?

• How does the customer experience compare to previous successful patterns? Real-Time

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compare to previous successful patterns?

• What is best to do next to develop the customer relationship?

• What is the most profitable action to take?

• How well is this strategy working in real time?

Real-TimeDynamic Patterns

Real-TimeDecisions

Strategic Operational Control for Executives:

Results Based on Real-Time Operational Data Tied to Individual Contacts and Real-Time Profit:

• Where are you making more money?

• Are you growing high-value customers?

• Are Communities making a difference?

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• Are Communities making a difference?

• How well are you driving profit and satisfaction?

• How can you achieve sustainable competitive advantage?

• How can you repeat success?

• Where should you focus next?

Real-TimeDynamic Patterns

Real-TimeDecisions

Real-TimeProfit Results

$

RV-Q:A Quick Way toCompete onRelationships

RV

Strategic, operational guidance for executives while back-testing to validate RV as a leading indicator.

™

© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

• KPI for Relationship Development

• Leading Indicator for Profit and Satisfaction

How well does what people DO, quantified by RV-Q, correlate to what people SAY…for Innovation, for Satisfaction?

RV

RV-Q Pilots: Is RV a Leading Indicator?

Is Your Next New Thing, the Right New Thing?Step One: Gather product and process innovation ideas from top priority customers using Enterprise Feedback Management Tools. Identify lead users as well as other internal and external key players.

Step Two: Develop pro forma high-level Customer Relationship Process model of ~ 100 major Interactions and some 30 associated Voice of the Customer Interactions. Determine what data is available to support it.

Step Three: Identify critical process gaps. Map the customer experience to

™

Step Three: Identify critical process gaps. Map the customer experience to understand Customer Value. Innovate incremental and breakthrough change.

Step Four: Populate the pro forma model’s major Interactions with Relationship Value and Variable Interaction Costs. Correlate to actual historical Interaction Record of customers. Demonstrate the efficacy of RV as a leading indicator.

Step Five: Track RV-Q and what people DO going forward with a Social CRI �CRI (Customer Relationship Intelligence) Tracking System. Facilitate a new, breakthrough Innovation Community with lead users/ key players at its core. Open new relationships with existing customers. Open new customer segments.

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Critical Community Building Processes/Initiatives

Start-Up Processes—Purpose, Leadership, Infrastructure, Controls

Sustaining Processes—Development, Measurement, Management

Initiatives--Once the value aspects for a community to BE are in place,

here’s what a community can DO:

Community Support Initiatives

• Leader Processes• Leader Processes

• Member Processes

Community Evangelizing Initiatives

• Leader Processes

• Member Processes

Community Collaboration Initiatives (See example.)

• Leader Processes

• Member Processes

Community Collaboration Initiative In this example the purpose is to innovate/

collaborate on new approaches.

Leader Processes Member ProcessesConfirm initiative purpose Accept invitation to join initiative

ID core leadership team Self-nominate onto initiative

Recruit core leadership team Collaborate

Announce initiative to community Make additional comments

Accept self-nominated members Accept recognitionAccept self-nominated members Accept recognition

Hold kick-off meeting Invite others to join community

Collaborate (8 steps)

Ask for comment on solution

Publish final document

Publicize solution

Recognize/reward participants

Invite members to invite others

into community

Collaborate1. Ask for ideas2. Make sure SMEs participate3. Receive/digest ideas; iterate4. Ask for more input5. Survey community6. Report back; ask new questions7. Repeat as needed8. Document solution

Community Collaboration InitiativeLeader and Member ProcessesCritical Interaction Process Example

ID Core Leadership

Team

Confirm Initiative Purpose

MemberProcess

LeaderProcess

Process

Overlap

Color Code

Accept Invitation to

Join Initiative

Recruit Core Leadership

Team

Announce Initiative to

Self-Nominate onto the

Accept Self-Nominated

Hold Kick-off

Collaborate

Initiative to Community

onto the Initiative

Nominated Members

Ask for Comment on

Solution

Kick-off Meeting

Invite Others to Join the Community

Make Additional Comments

Publish Final

Document

Publicize Solution

Recognize & Reward

Participants

Accept Recognition

Executive Briefings and Workshops

1. Start CRI with Retention: The MONEY Is in Retention2. Social CRI: A Community Approach to Win

in the Social Media Wild, Wild Westin the Social Media Wild, Wild West3. Stakeholder Communities: A New Source of POWER and Innovation4. Measure Social Business with CRI: for Real-Time Management/

Operational Control/ Profit 5. Measure Strategy Execution with CRI: to Compete on Relationships6. Measure Value Creation with CRI: for Long-Term Success 7. Measure Innovation Community with CRI: to Tie to Business Results8. Measure Performance Innovation with CRI: for Repeatable Success9. Measure Collaboration with CRI: Operational CRI Is What’s Next10. Anticipate What Customers Experience: with Value Creation Maps11. The Missing Metric: Relationship Value Breakthrough12. CRI: Customer Fundamentals to Thrive Anytime

Why Religence? 1. We know how to measure Social Business for value creation--

how to make sense of the chaotic crush of relationship Interaction data …how to harvest relationship gold, to tie it to business results. data …how to harvest relationship gold, to tie it to business results.

2. Seminal, foundational CRI Patent for the Relationship Age.3. CRI Framework for Real-Time Operational CRI.4. Seasoned, innovative team to collaborate with you.5. Thought leadership—CRI Book, global recognition with top

ranking in McKinsey-HBR Management Innovation Challenge .

Let’s Do It…Contact our CEO directly: Linda Sharp (415) 771-7473 Linda.Sharp@Religence.com

2090 Green Street * San Francisco CA 94123

www.religence.com©2013 Religence®, Registered USPTO, Patent Number US 7,526,434

Unifying CRI FRAMEWORK for

Operational Control and Profit

Operational Social CRI�CRI Tracking System

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Analytical Tools Mashup Real-Time CRI Data with Enterprise Financial Data

Relationship METRICS

Relationship Value KPIPATTERNS

SocialMedia

MarketingAutomation

(AcquisitionPLUS

Retention)

CRMCustomer

Relationship Management

(Closing)

(Formerly Sales

Force Automation)

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©2009 Religence®, Registered USPTO, Patent Number US 7,526,434

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