Extreme

CRM Makeover

Prepared for CRM in 1 Day 2010

by Dr Graham Hill, designthinkers.nl

Ede, 9 September

Is CRM still Working?

CRM is dead! Long live CRM

CRM Works! 50,000 experiments

CRM Really Works £350m given back

But... CRM has Problems

And they are Getting Worse!

Seven days to an Extreme CRM Makeover

Be Creative!

Day1 What doCustomers Really Value?

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

Mission Possible Day 1 Go talk to customers, ex-customers and non-customers

VOC is Not Enough

‘GenchiGenbutsu’

Go See for Yourself

Quote… “People don't want to buy a quarter-inch drill. They want a quarter-inch hole!” …Unquote Ted Levitt

JOB

…Make a 6mm hole in a plaster wall

e.g. to hang-up a towel

We „Hire‟ Tools to do Jobs

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

What‟s the Customer’s Job?

10m

The cutting edge of Innovation

A brave new world of Applications

Day 2 How do Customers Consume Value?

One Touchpoint at a time

Mission Possible Day 2 Map out the customer‟s journey from start to finish

Customer Journey

Contextual Mapping

Customer Personas

Fly the Friendly Skys

Improving the Experience

Improving the Experience

Day 3 How is Value Co-Created with Others?

Value is always Co-Created

Co-creation is a Balancing Act

Mission Possible Day 3 Map out the value co-creation drivers

What do you Bring to the Party?

Mass Customisation

Crowdsource Innovation

20m

Power By the Hour

Day 4 What Capabilities do You Need to Co-Create Value

Pull all the Right Levers

Mission Possible Day 4 Audit your co-creation capabilities

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

Improving the Airport Experience

Making CRM Lean

Managing for Value

Day 5

The Art of Collaboration

Work is a Team Game

Mission Possible Day 5 Survey staff internal social networks

How work is Really Done

Networked Innovation

Creating Socialtext

Diving internal Social Networks

Day 6 Engage with Customer Communities

Customers are Talking

30m

Mission Possible Day 6 Listen to what customers are saying about you… And engage

Customer Communities

Call the Buschtaxi(.de)

„Lurking‟ for Starwood

Enable Customer Networks

Does Comcast Really Care?

Day 7

Customer

Development…

One Step at a Time

Learning by Doing

Learning by Doing

Mission Possible Day 7 Create an A3 for your „Customer Development‟

Fifty A4 pages on One A3 Page

Managing Repurchase

€1M Campaign on one A3 page

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

Building a Disruptive CMS

It‟s NOT Rocket Science!

It‟s NOT the Sizzle It’s the Steak

It‟s NOT Monopoly Money

Are YOU Ready…

For an Extreme

CRM Makeover?

Thank You Dr. Graham Hill graham.hill@web.de + 49 170 487 6192 www.linkedin.com/in/grahamhill www.customerthink.com/gurublog/graham_hill www.twitter.com/grahamhill