at the end of every b is a c: b2b customer engagement with paul greenberg
TRANSCRIPT
There is no B2B or B2C
Only Human to Human
Paul GreenbergCRM Expert, Industry Commentator
President 56 Group
Best selling author CRM At the Speed of Light
@pgreenbe
Dale RobertsVP Professional Services Artesian Solutions
Author Decision Sourcing
@decisionhacker
#artcast on Twitter
Introductions and Housekeeping
– Readytalk
The Changing Buyer Dynamic - an Artesian Perspective
– Dale Roberts
At the End of Every B is a C (45m)
– Paul Greenberg
Q&A
To change the way B2B Sales,
Marketing & Services Professionals
engage with their Customers for the
better, forever
Artesian Purpose
ũ
80% 20%
Thinking of a typical meeting with a vendor sales
team or person how would you characterise their
agenda in your interactions
About the Seller About the Buyer
Source: Forrester, Q4 2012 Global Executive Buyer Insight Online Survey
The Sellers Agenda (According to Buyers)
57%Of the buying decision is
complete before a customer
even calls a supplier
Source: Corporate Executive Board. The Digital Evolution in B2B Marketing
75% of
B2B Buyersuse social media to make
purchasing decisions
Source: IDC Social Buying Study, 2014
84% of C Level/VP
Executivesuse social media to make
purchasing decisions
Social Signals
Best selling author CRM At the Speed
of Light and the ‘Godfather’ of CRM
Customer Engagement: 2014 and beyond
CRM in an era of digital transformation
An era of digital transformation begins.
As era of social customer ends.
Impacts all institutions.Business among them.
Social communications revolution
How we create, distribute, consume information has been irrevocably changed
Information is transformed
“What is transpiring is
momentous, nothing less than
the planet wiring itself a new
nervous system.
If your organization is not linked
into this nervous system, you will
be hard pressed to participate in
the planet’s future...”Geoffrey MooreAuthor, Crossing The Chasm
“Amidst the texting and the
Twittering and Facebooking of a
generation of digital natives, the
fundamentals of next generation
communication and collaboration
are being worked out.”
The digital customer
Who is the digital customer?
Savvy using social channels.
Trusts differently than used to.
Communicates with peers.61% find peers most trusted source [Edelman 2013 Trust Barometer]
Communicates with companies.
Gets what they want.20% use Twitter for customer service [Colloquy]
Social. Mobile. Local. Omnichannel.
Expects immediate response. Or nearly so.
Expects information available nearly instantly when
searching.
Increases velocity of consumerization of work.
Active participants in affecting change by using social
networks.
Global Faces on Networked Places . March 2009
Communities and blog sitesFastest growing sector for internet use.5.4% in a year.
Member communitiesReach more internet users than
email.66.8% vs 65.1%.
conversation prism[ Source: Brian Solis ]
Omnichannel
=
TrustKey element of the relationship.
Listen to customer needs and
feedback.Trust in companies is #1 concern of public.[Edelman 2012 Trust Barometer]
High quality goods and services
offered.
Treats employees well.
Customers placed ahead of profits.
Perception gap between consumers and businesses.
Consumers’ ranking Businesses’ rankingReasons for interacting
with companies via social sites
Reasons they think consumers follow them via social sites
Perception gap
Discount (61%)
Purchase (55%)
Reviews & product rankings (53%)
General information (53%)
Exclusive information (52%)
Learn about new products (51%)
Submit opinion on current products/services (49%)
Customer service (37%)
Event participation (34%)
Feel connected (33%)
Submit ideas for new products/services (30%)
Be part of a community (22%)
IBM Institute for Business Value: From social media to Social CRM
Learn about new products (73%)
General information (71%)
Submit opinion on current products/services (69%)
Exclusive information (68%)
Reviews & product rankings (67%)
Feel connected (64%)
Customer service (63%)
Submit ideas for new products/services (63%)
Be part of a community (61%)
Event participation (61%)
Purchase (60%)
Discount (60%)
Customer intimacy is
foremost on CEOs’ minds.
88% of all CEOs, and an
outstanding 95% of
Standouts, picked getting
closer to the customer as the
most important dimension to
realize their strategy in the
next 5 years.
These CEOs are convinced
they must not only stay
connected (or reconnect) with
customers, but keep on
learning how to strengthen
those bonds.CEO Study 2010 . IBM Institute for Business Value
Customerengagement
Era of customer engagement
CRM is making money for
companies.
Social channels are part of
omnichannel strategy.
$5.60 on the dollar per CRM program
reviewed. [Nucleus Research]
Beyond experimentation in social media to fully
integrated omnichannel perspective.
64% of companies are beyond experimental stage
(integrated channels, multi-channel, cross-
channel)[State of Social 2011, eConsultancy]
Customer experienceis a key focus
60% of companies have senior exec in charge of customer experience.
[2011 State of Customer Experience Management, Bruce Temkin]
30% of companies have 20+ employees delegated to customer experience.
84% received positive results from Voice of Customer programs.
But...only 17% feel execs are willing to trade off short-term financial results for long-term customer loyalty.
Not
Not marriage.
Not advocacy.
Not loyalty.
What is it?
Not unidirectional.
Not determined by the amount
of time or effort a customer
makes.
Not consistently the same
level.
Not
What is it?
PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of personal value chain intersects
enterprise value chain Customer
Proactive involvement.[Peppers & Rogers]
“(Online engagement) is an
estimate of the degree and depth of
visitor interaction on the site
against a clearly defined set of
goals.”[Eric Petersen]
What is it?
What is it?
The ongoing interactions between
company and customer, offered by the
company, chosen by the customer
Customers choose channels they engage
in.
PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of PVC Intersects EVCCustomer
Engagement levels vary.Casual to intense.
Infrequent to frequent.
Changes moment to moment.
What is it?
But remember engagement isn’t only
determined by immediate interaction
Other factors impact interaction
Customers have personal value chain
that impacts interactions.PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of personal value chain intersects
enterprise value chain Customer
Company has enterprise value chain.Vendors/Suppliers.
Partners
External agencies
Employees
Customers
Customer analytics important.
More important, making sure
that things work right.
Customer engagementa major concern
Source: Bluewolf Consulting
60 percent of respondents said customer engagement top priority
AND
84 percent believed customer engagement would overtake productivity as their
company's primary driver of growth.
In a survey of a large technology
vendor’s customers…
Era of customer engagement
Customers self-selects.
They look for highly
personalized interactions.
Customer has products, services, tools and
consumable experiences to sculpt the kind of
experience and the level of engagement they want to
have with companies.
They want to feel valued.
They want to know that you “know”
them w/o talking to someone
necessarily.
Gamification
“... describes a series of
design principles,
processes, and systems
used to influence, engage
and motivate individuals,
groups, and communities
to drive behaviors and
effect desired outcomes.”
~ Ray Wang, CEO
Constellation Research Group
Gamification traits
4 traits.. A goal.. Rules.. Feedback system.. Voluntary participation.
Supports engagement. Big
time.
Games can evoke:
. Flow (in the
zone)
. Fiero (Yes!)
Simple.If you register or buy in the next five minutes...
Complex.. Farmville
. World of Warcraft
Business value.Increase advocacy and loyalty.
Support positive changes in customer behavior.
Bad customer engagementBad use of gamification by the otherwise popular GetGlue.
I thinkRadioheadsucks!
The company sideof theengagement story
Company concernsExperience.Making experience seamless regardless of channel.
Expectations.Recognizing the customer will be expecting the best
results s/he had in all channels.
Costs.Knowing costs of trying to provide all that a
customer wants is incredibly high.
Priorities.How to prioritize the channels offered.
Knowledge.What is it that we need to know about the customer
(or groups) that helps us make those decisions?
. Transactional
. Unstructured
Company preparation
Expectations.Meet customer expectations, if reasonable.
Reactions.Don’t react to everything.
Relationship.Treat customer as a partner, not a client.
Involve customer as extension of company
(community retailing).
Resource.Resource customers to sculpt their
relationship with you.
Value.Recognize customers and your idea of
value are not the same.
Important channels.Provide most important channels to
customers, not necessarily all of them.
Systems of record
Needs to:
Record transactions.
Automate operational processes.
Capture data.
Analyze data.
Scale appropriately.
Systems of engagement
Integrate with systems of record.
Systems that encourage customer
involvement with company at level that
customer chooses.
Based on:
Interactions.
Collaboration.
Community.
Rich media.
Usability.
Open access.
Immediacy.
Insight and analysis.
giffgaff
Case study
giffgaffCase study
“At current trajectories,
within five years we
expect that community
peer-to-peer support
projects will supplement
or replace Tier 1 contact
center support in more
than 40 percent of top
1,000 companies with a
contact center.”
~ Drew Kraus, VP Gartner
Virtual mobile network operator
(VMNO).
Sells SIM cards with embedded
services.
Brainchild of Director of
Innovation at O2 in the UK.
Start up, not division of O2.
who is giffgaff ?
giffgaff
Case study
beta launch
Value proposition.
Mutuality.
Beta launch strategy.
Target tech savvy digital
natives who would talk.
Beta launch issues.
No funds for traditional media.
People-powered mutuality w/o
people!
giffgaffbeta launch
Created tool hire
{01} Use the
Tool to make
video.
{02} Upload
the video to
YouTube -
free calls 1
year.
{03} Top 5
videos win
£5,000
each.
giffgaffbeta launch
Gamification = Engagement
giffgaffbeta launch
Results of beta launch
Videos created: 156
YouTube video views: 615,116
ToolHire site visits: 43,301
ToolHire site page views: 151,230
Facebook fans: 6,000
Primetime TV pickup reach: 1.2
million
giffgaff is on the map. giffgaffbeta launch
giffgaff
Case study
full launch
giffgaffthe company
Implement customer ideas (112 by end of 2010) incl.
pricing.
Provide advocacy programPoints for recruitment, email, activated SIM cards
Community provides customer service.
giffgaff community is vibrant with over 1 million interactions
giffgaff customers ask other customers for answers 50% of the time
Source: Capgemini
giffgaff customers are actually happy with giffgaff unlike other U.S. based telco customers with their carriers (e.g. Verizon)
Source: Capgemini
In summary
Communications revolution.The communications revolution has transformed business.
Engagement at the ready.Customer engagement is at the center of customer facing
programs and strategies.
Digital customer.We have a different kind of customer - a digital customer - but
s/he is still a customer.
Experience and partners.Our customers should be subjects of an experience and
partners, rather than objects of a sale and clients.
Omnichannel strategy.In order to acquire and retain customers, we need to have a
omnichannel strategy - with selected channels.
Golden rule.The key is to provide the products, services, tools and
consumable experiences that the customer needs to sculpt
their own relationship with you.
Systems of engagement.To do so, since we have transformed how we communicate, we
need to enhance our current systems of record with systems of
engagement.
the56group.typepad.com
@pgreenbe
Paul Greenberg Author.
CRM at the Speed of Light (4th Edition)
Managing Principal.
The 56 Group, LLC
Managing Partner/CCO.
BPT Partners
EVP.
National CRM Assn.
Named to CRM Magazine CRM Hall of Fame 2010
Named #1 CRM Blogger 2005, twice in 2007 by
TechTarget
and InsideCRM & InsideCRM 2008, Forecasting
Clouds, 2010
Blog.
the56group.typepad.com
Social CRM: The Conversation.
blogs.zdnet.com/crm
Email.
Twitter.
twitter.com/pgreenbe
Facebook.
facebook.com/pgreenbe
Google Voice.
571-229-7549
Thank You
“By 2014, refusing to communicate with
customers via social channels will be as
harmful as ignoring emails or telephone
calls is today”
Gartner Predicts, Engage to Succeed in the Social,
Mobile, Digital Enterprise
Dale Roberts
www.artesiansolutions.com
@artesianS