customer relationship innovation for the emergent social business
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Customer Relationship Innovation
for the Emergent Social
Business
Brian Vellmure Ini-um LLC / Innovantage
h6p://www.brianvellmure.com h6p://www.twi6er.com/BrianVellmure
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Surveying a Changing Landscape
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
The Expansion of the Social Web
LinkedIn InMaps
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
Increased Connectedness Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
The Digitization of Everything
Portrait by Popeye Francom
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
8
Price/Performance Doubling every 18 months
Source: Ray Kurzweil
Memes and information spread with unprecedented Reach & Speed
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Who is the Social Customer?
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
Connected. Savvy. Demanding.
with access to about… your company, products, services, people, partners
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
It’s not just customers
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
93% of B2B buyers use search to begin the buying process
Source: Marketo
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
90% of B2B Buyers say when they’re ready to buy…
THEY’LL FIND YOU Source: DemandGen Report
70% of a typical buying process is completed
before a sales person gets involved
Source: Sirius Decisions
Photo courtesy of freefoto.com
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Today’s B2B Buyer Profile Brian Vellm
ure
http://www.brianvellmure.com
@
BrianVellmure
Source: DemandGen Breaking Out of the Funnel: A look inside the mind of the New GeneraKon B2B Buyer
Social Customers Talk
The typical American mentions specific brand names 60 times per week in online and offline conversations.
Source: WOMMA
Brian Vellmure h6p://www.brianvellmure.com
Customers are aggressively
searching for help
… and they’ll pay a premium for it
With their wallet And their Mouth
• Generally distrus@ul of media and businesses
• Do things on their terms, discontent with what corporate Status quo is offering them
• They’ll find who and what they need, when they need it, from where they are
• Connected and Vocal; leveraging, learning from and helping their immediate and extended peer group
• They extend the most trust to respected experts
• Ready to hyper reward and promote those that stand out
• Ready to abandon and destroy those that disappoint
Ladies and Gentlemen… The Social Customer Profile
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Implications for your Customer Relationship Strategy
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
“Most, if not all, senior executives assert they want to understand their customers better. Indeed, in our last CEO study, 88 percent of business leaders — and an astounding 95 percent of those heading the most successful organizations — said getting closer to their customers was the top priority for realizing their strategy over the next five years.
Source:“CapitalizingonComplexity:InsightsfromtheGlobalChiefExecutiveOfficerStudy.” IBM Institute for Business Value. May 2010. Image Credit: Peter Cho, NYT magazine
Knowing your Customer is a Must
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
Increased Mandate to Listen, Learn, Respond
Customers need you to understand what they are trying to achieve
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Useful = Attention Magnet
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Attention
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Customer Interaction
has evolved…
FROM “One to Many”
TO “One to One”
TO “One to One to Many”
& “One to Many to One”
CLV (Customer Lifetime Value)
+ CRV (Customer Referral Value) + CIV (Customer Influence Value) + CKV (Customer Knowledge Value)
_______________________________________
Customer Engagement Value
Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value V. Kumar, LerzanAksoy, Bas Donkers, RajkumarVenkatesan, Thorsten Wiesel and Sebastian Tillmanns
Customer Profiles will also evolve
• Understand the Buyer’s Journey • Blow them away – create something Remarkable
– For every stage – For the most relevant channel
• Gain Permission – earn Trust • Be Genuine and Transparent • Be Unique • Make it Shareable • Invite them to continue the journey with you &
Tell a Friend – Tell the World
A Marketing Mindset for the Social Era
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Our customers will continue to reveal more and more about themselves in an unstructured manner
Increased Connection Increased Expectations Increased Opportunities
This presents a
tremendous opportunity
for organizaKons who
have the ability and desire
to listen, understand,
and respond with
something that resonates
Brian Vellmure
http://www.brianvellm
ure.com
@BrianVellm
ure
Key Takeaways and Action Items
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Be Found
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Stand out and be Hyper-Rewarded
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Listen to and Leverage Market Conversations
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Use advanced analytics and richer customer profiles
for competitive advantage
Brian Vellmure h6p://www.brianvellmure.com @BrianVellmure
Let’s continue the conversation!
Brian Vellmure Ini-um LLC / Innovantage
h6p://www.brianvellmure.com h6p://www.twi6er.com/BrianVellmure
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