(beyond) next generation crm by mitch lieberman
DESCRIPTION
I want a system that will tell me the answers to questions that I forgot to ask. I want a system that anticipates the needs of my customers, predicts their needs and understands their pain points and jobs to be done. This is my CRM Service, an application embedded in a network sensing, listening and learning. It is a cohesive platform that drives my day, week and quarter. The system 'knows me', my schedule, my habits and my business. How far into the future do you think we need to look for a system that looks like this, acts like this and drives you to success; the intersection of a virtual assistant, a Fitbit and super computer. CRM, plan my life...TRANSCRIPT
(Beyond) Next Generation CRM
Mitch Lieberman – Sugarcon 2014
“…everything has a past. Everything – a person, an object, a word, everything. If you don’t know the past, you can’t understand the present and plan properly for the future.” ― Chaim Potok, Davita's Harp
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A Quick Review
What Exactly is CRM?
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CRM is a TLA, or maybe a Figure of Speech
It is a technology category (which is why we always get into arguments trying to define it).
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A Figure of speech
A Figure of Speech is supposed to add clarity, but it does not in this case.
When we group all of the components of what CRM is supposed to represent, together, the discussion stalls.
(because they are all moving at a different pace)
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CRM is one part Marketing
No, not just Social, it is a whole lot more
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Two parts Service
With a dash of Knowledge, Community and Collaboration
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Knowledge
community
And then there is Sales…
But, what exactly does that mean?
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Sorry, sales was left behind…
The Struggle
Making Sales about technology is the core of the problem.
Technology can make customer support better, measure marketing efforts, but struggles to close the deal.
(because people buy from people they trust)
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CRM is NOT one thing
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Before We Push Forward
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Please Keep That in Mind
Into the Future…
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The Current State
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Marketing
Service
Sales
Before the next Slide
Take a deep breath… ready?
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What does it* look like?
Augmented, wearable, invasive…
*The Future, CRM, Sales….
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Connected
Too Much Data
A person of Interest
.
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Google v Apple
Date Night?
Age: 45 (75%)Gender: Male (95%)Glasses: Yes (90%)Mood: Happy (80%)
How do we get there?
One step at a time
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Each Layer of the Technology Stack Has Different Life Expectancy – Like a House
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THE PACE OF CHANGE
How long for each Layer?
• For Touchpoints, it might be 6 months to 2 years,
• For Application Logic, durability is 3-7 years (give or take)
• For Infrastructure the durability is 10+ but, has a greater degree of variability
(It is industry dependent, that is the fun part)
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Information architects and technologists need to focus on where the touch points happen — at the user-experience layer — and understand data ownership.
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The contact-management tools that translate raw data into insights about the buyer by adding context will offer the most value to salespeople, not just management.
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Service
SFA
Community
Collab
Speaking With You
Analytics
Speaking About You
Thanks
