tag:blogger.com,1999:blog-77918561623810559002024-03-14T01:11:47.054+01:00CRM 2.0 by Guido OswaldThis blog was started to support my MBA studies and my Master Thesis with the topic "CRM 2.0 - Next Generation Customer Relationship Model".
Although I have finished my MBA, I will keep sharing some of my thoughts around social CRM and Enterprise 2.0 here and keep you entertained :)
Enjoy and feel free to tell me if you agree or think that this is far away from reality...Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.comBlogger104125tag:blogger.com,1999:blog-7791856162381055900.post-73287820383674991592013-10-13T19:48:00.001+02:002013-10-13T19:48:16.029+02:00Technology Elements in CRM 2.0<table cellspacing="0" cellpadding="0" border="1"><tbody> <tr> <td valign="top" width="215"> <p><b>Technology</b></p> </td> <td valign="top" width="361"> <p><b>Context</b></p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Customer Support</b></p> <p><b>Self Support</b></p> </td> <td valign="top" width="361"> <p>Provide a unique customer experience by providing exceptional customer support</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Sales Force Automation</b></p> <p><b>Sales Intelligence</b></p> </td> <td valign="top" width="361"> <p>Empower the sales force with the tools and data they need to work efficiently</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Enterprise 2.0 <br />Collaboration tools</b></p> </td> <td valign="top" width="361"> <p>Allow employees to collaborate internally and externally with the applications they know and love</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Wiki-Webs <br />Forums</b></p> </td> <td valign="top" width="361"> <p>Collect and share knowledge in order to leverage what has already be done</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Enterprise Search Engines</b></p> </td> <td valign="top" width="361"> <p>Find information quickly – independent of the place</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Blogs <br /></b><b>Idea Banks</b></p> </td> <td valign="top" width="361"> <p>Self expression and information sharing with colleagues and customers</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Social Bookmarking <br />Tagging</b></p> </td> <td valign="top" width="361"> <p>Leverage the “wisdom of the crowds” <br />Crowdsourcing</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Mashups</b></p> </td> <td valign="top" width="361"> <p>Reassemble existing pieces of information and functionality and build a new service</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Really Simple Syndication (RSS)</b></p> </td> <td valign="top" width="361"> <p>Subscribe to streams of data on the WWW <br />(e.g. blogs, changes in a wiki, etc.)</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Search Engine Optimization (SEO)</b></p> </td> <td valign="top" width="361"> <p>Optimize the internet presence of the corporation for search engines, so that customers an easily find them</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Campaign Management and Marketing Tools</b></p> </td> <td valign="top" width="361"> <p>Toolkit to find the right customers of a campaign and execute the campaign effectively</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Analytical CRM <br />Business Intelligence (BI)</b></p> </td> <td valign="top" width="361"> <p>Analyze customer behavior and draw conclusions; <br />calculate lifetime value, up-sell and cross-sell opportunities, etc.</p> </td> </tr> <tr> <td valign="top" width="215"> <p><b>Real-time Events <br />Dashboards</b></p> </td> <td valign="top" width="361"> <p>Empower employees and management with real-time information; Automate actions based on real-time information and events</p> </td> </tr> </tbody></table> <p><a href="http://lh6.ggpht.com/-buI9yoO7To8/Ulrcx_o4xCI/AAAAAAABgDs/lnDK80oXOR0/s1600-h/Platforms%25255B3%25255D.png"><img title="Platforms" style="border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; border-left: 0px; display: inline; padding-right: 0px" border="0" alt="Platforms" src="http://lh4.ggpht.com/-X_JEvepJTGs/Ulrc1phXiHI/AAAAAAABgD0/6DRAZSjpZCo/Platforms_thumb%25255B1%25255D.png?imgmax=800" width="349" height="231" /></a></p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com30tag:blogger.com,1999:blog-7791856162381055900.post-27082363381289499832013-04-07T20:29:00.001+02:002013-04-07T20:29:21.067+02:00CRM Strategy 2.0<p>The CRM 2.0 strategy defines the overall vision and outlining the process of how the customer relationships are handled by a company. This part of the corporate strategy includes general guidelines and processes dealing with customer contacts as well as business ethics related to the customer relations. Incorporating the Customer Relationship Model 2.0 into the corporate strategy can be a game changer. It might help discover blue oceans and unveil opportunities that would have been fallen through the cracks without meaningful customer conversations. CRM 2.0 might even unveil that the current corporate strategy is inefficient and needs to be adapted as a whole.</p> <p>The Figure illustrates the CRM 2.0 strategy as being the root and driving force for the organizational structure and the technology. While this hierarchy is also valid for traditional CRM implementations, it is even more stringent for next generation Customer Relationship Models. Focusing or starting with technology results in a much higher risk of failure due to not aligned corporate culture and ineffective execution. Technology has to follow organizational and strategic guidelines.</p> <p><a href="http://lh3.ggpht.com/-MGkRdegtTWc/UWG6_Yt4AKI/AAAAAAABQM4/Fo3MHuxWz0Q/s1600-h/image%25255B5%25255D.png"><img title="image" style="border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; border-left: 0px; display: inline; padding-right: 0px" border="0" alt="image" src="http://lh4.ggpht.com/-3CGalq1W2tY/UWG7AMMGk2I/AAAAAAABQNA/AW-VRLLRDM0/image_thumb%25255B3%25255D.png?imgmax=800" width="455" height="350" /></a></p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com12tag:blogger.com,1999:blog-7791856162381055900.post-72999011472703729522013-03-02T17:42:00.001+01:002013-03-02T17:42:45.313+01:00Business Velocity - The Value of Networks<p>Bob Metcalfe introduced his theory of the value of a growing network around 1980, saying that Value ≈ n<sup>2</sup>. While Metcalfe was at that time trying to sell the concept of Ethernet to potential investors and the formula is heavily discussed by experts in the past years, it can still be applied in many areas of Web 2.0 growth.</p> <p><a href="http://lh3.ggpht.com/-IH60F6H1kSU/UTIr_4bFTFI/AAAAAAABM_w/HWxhpow4i9U/s1600-h/image%25255B7%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; padding-left: 0px; padding-right: 0px; display: inline; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" src="http://lh5.ggpht.com/-UcU7n9tJ-4A/UTIsAwRjhUI/AAAAAAABM_4/_-mJHK-xt7A/image_thumb%25255B7%25255D.png?imgmax=800" width="244" height="169" /></a></p> <p>Especially the “Critical Mass Crossover” is valid for communities within the social web. While there are thousands of social networking platforms available, the value for users exponentially increases with the number of registered members. Only a few platforms reach a critical mass of users that encourage others to follow and create a vicious circle resulting in market dominance. Being first is the guiding principle because consumers see very little value to sign up and actively engage in a social network that is just a copy of another one having an already grown community.</p> <p>This results in a high pressure of fast implementation and dispersion of new ideas in order to pass the critical mass and fill the respective segment. The entry barrier for followers is relatively high, although there are usually niches to occupy in terms of uncovered regional or thematic territories. <br />Ebay is a good example for a company that pretty much completely occupied the global auction market for individuals. Although eBay fees eat up a substantial part of the auction returns for sellers, it is still the number one network because of the large number of potential buyers that do not see the value of searching on other platforms that are cheaper or free for the seller. This creates a tremendous entry barrier for followers and make eBay a company with a revenue of 14.07 billion US$ in 2012.</p> <p>To gain such a competitive advantage, it is necessary to be fast to market and sometimes sacrifice quality product maturity in order to be first. Going to market with unstable or unfinished products is a difficult and risky endeavor – especially for large corporations that have an established and high valued brand. To avoid any damage to the brand, it is crucial to have an ongoing conversation with customers and let them know about the ongoing development and the existing issues. When communicating honestly, not only can brand damage be avoided, but also interested customers get involved and actively contribute to enhance and develop products and services. These users are more likely to become advocates for a brand or company.</p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com5tag:blogger.com,1999:blog-7791856162381055900.post-14033993614825164302012-12-01T15:37:00.001+01:002012-12-01T15:37:15.952+01:00CRM is not about “managing” customers (anymore…)<p>CRM 2.0 is the move away from the transaction based “management” of customers (one way pushing marketing information) towards a real two way dialogue that is based on trust on both sides. To discover the full benefits of a changing customer behavior that is arising with new technologies, it is necessary for companies to open up, share information and start listening to customers instead of just pushing marketing messages out into the market. Engaging in such a meaningful conversation will help to discover new ideas and align products and services with the customer demand. It further leverages the willingness of users to contribute to the development and enhancement of products, services or ideas.</p> <p>It has to be kept in mind that CRM 2.0 is not just a technology or software tool but consists of several components that all need to be considered and eventually implemented.</p> <p><a href="http://lh3.ggpht.com/-gv8qdRaGIHA/ULoWFZDTgRI/AAAAAAABKlM/DEM5x5rGQ08/s1600-h/image%25255B5%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; padding-left: 0px; padding-right: 0px; display: inline; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" src="http://lh3.ggpht.com/-QbxCvSp1wFI/ULoWGWx3XSI/AAAAAAABKlU/tutPvAPbxOc/image_thumb%25255B3%25255D.png?imgmax=800" width="438" height="347" /></a></p> <p>The underlying technology is only a minor matter but has to support the shown elements. Open Source software and Software as a Service (SaaS) can help to reduce the cost for the IT infrastructure in order to set the clear focus on the strategically more important parts like the required change in corporate culture.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:36995fae-8b08-45ed-a98b-6e81f916159d" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Social+CRM" rel="tag">Social CRM</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com10tag:blogger.com,1999:blog-7791856162381055900.post-37924948406308193512012-09-04T14:15:00.001+02:002012-09-04T14:15:00.364+02:00The new 360° view (of customers)<p><a href="http://lh4.ggpht.com/-Dwz5oSpn5Uw/UEXwvngMf2I/AAAAAAABIEY/xGKeSeBvBOc/s1600-h/image%25255B4%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: left; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" align="left" src="http://lh6.ggpht.com/-CnQaqpZ6Crc/UEXwwtjaJ6I/AAAAAAABIEg/4IxqZdeFq8c/image_thumb%25255B2%25255D.png?imgmax=800" width="80" height="63" /></a>Can you remember back in the year 2000, when all the CRM vendors started to preach the “<em>360 degree view of the customer</em>” vision? Although this is twelve years ago, the adoption and implementation of this concept has only been completed recently in many corporations.</p> <p>And now – after having combined all the internal data sources and delivered the relevant customer information to the applications and users that need it (in real-time) – <strong>the game has changed again!</strong></p> <p>With the rise of <strong>social networks</strong> and the <strong>internet of things</strong>, there is so much more information available than just the internal customer database. <br />Especially the tech-savvy and younger generations are divulging many details about their preferences for products and services that can be used to tailor the often praised <strong>Customer Experience</strong>. <br />In addition, the rise of smartphones and RFID helps tracking customers and their behavior (consider privacy here!).</p> <p>Ok – all these information is out there to be found… but <strong>HOW?</strong></p> <p>There are some Basics that have to be in place before you should add all the social media and machine data:</p> <ul> <li>Master Data Management (<strong>MDM</strong>)</li> <li>Customer Data Integration (<strong>CDI</strong>)</li> <li>Storage (lots of it – be prepared for <strong>Big Data</strong>)</li> </ul> <p>The next step is to get hands on all the new data:</p> <ul> <li>Create a <strong>Facebook</strong> page and get many “Likers” – that’s how you get hold on their personal information</li> <li><strong>Text analytics</strong> – analyze all public available sources like twitter, blogs, forums, etc.</li> <li>Have your customers <strong>opt-in</strong> to your marketing activities – ideally at first contact</li> <li>Do excessive <strong>click-streaming</strong> on your web page(s)</li> <li>Include <strong>offline shopping</strong> activities (if any)</li> <li>Build a <strong>social graph</strong> and bring external data together with you customer database – it will be a challenge to tie together the multiple identities of your customers.</li> <li>Decide where a decision needs to be <strong>real-time</strong> or where post-analysis is sufficient (not everything has to be real-time!)</li> <li>Include the new data to calculate a more accurate <strong>customer value</strong> </li> <li><strong>Integrate</strong> the external customer information into frontend(s) – e.g. CRM, Integrated Marketing Management (IMM), (Web-)Shops, etc.</li> <li>Allow <strong>communication on all channels</strong> – you can still push customers to your preferred channel, but do not force them!</li> </ul> <p>Are you already touching these new sources of customer data? Are you thinking of extending the variety of channels for the customer hub? <br />I am curious to hear your experiences, successes or failures in doing so. Feel free to comment or drop me a message.</p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-82133718566997243592011-09-02T17:35:00.001+02:002011-09-02T17:35:04.440+02:00Interactive Chat as a support (and sales) channel<p><a href="http://lh5.ggpht.com/-MO7zLKpexyU/TmD3nmSe0kI/AAAAAAAAt_4/TqQTUKXRt8U/s1600-h/image%25255B4%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; margin: 0px 12px 0px 3px; padding-left: 0px; padding-right: 0px; display: inline; float: left; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" align="left" src="http://lh4.ggpht.com/-_OOmQeHgAAc/TmD3odP6O7I/AAAAAAAAt_8/iOzFU6kAKhk/image_thumb%25255B2%25255D.png?imgmax=800" width="80" height="62" /></a></p> <p>I just read an internal memo about the huge success of our (SAS) <strong>“proactive chat” feature</strong> and was thinking about my <a href="https://sites.google.com/a/trexico.de/crm-2-0/Home" target="_blank">masters' thesis</a>, where I stated that the standard triple of <strong>telephone, mail and email</strong> might <strong>not be sufficient anymore</strong> and additional channels help to establish a better relationship with customers.</p> <p>I cannot disclose the numbers here, but in terms of revenue generation, I was actually stunned how the chat feature helps to make money and generate leads. Now given this <strong>success</strong>, one can only anticipate how this helps<strong> improving customer relationships through an outstanding support experience</strong>.</p> <p>While SAS putting a lot of effort into this – like a real-time decision when and how to present the chat feature – and has a large Inside Sales team to handle these incoming chat requests, it is also possible for very small companies to extend their list of channels by a chat.</p> <p>I recently bought a new TV and while looking for the best price I was stumbling across a very small shop (probably a one-man show) that had a very good price and was pretty close, so I could go there and get the TV the same day while saving the shipping cost. <br />I had some <strong>questions</strong> and wanted to get a<strong> better feeling</strong> (since the price was really low), but writing an email was taking too long and I felt calling him might be a bad idea because it might interrupt too much and I would need several calls to answer questions that were coming up while I was still reading about the TV in the internet and comparing other prices. </p> <p>The <strong>intermediate between a telephone call and an email</strong> was a <strong>chat</strong>. There was no fancy web-chat feature on the store’s website, but he had simply put a Skype-Button on it that was showing if he was online and available.. <br /><a href="http://lh4.ggpht.com/-QLcGZys-jLA/TmD3oyBQtpI/AAAAAAAAuAA/PtW6JS5JZV0/s1600-h/image%25255B7%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; margin: 10px 6px 0px 0px; padding-left: 0px; padding-right: 0px; display: inline; float: left; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" align="left" src="http://lh3.ggpht.com/-02B-u56pwDA/TmD3poV4f0I/AAAAAAAAuAE/vcoFuhn-LWw/image_thumb%25255B3%25255D.png?imgmax=800" width="128" height="35" /></a></p> <p> Cost free and still very convenient!</p> <p>He could answer my questions, make me feel good about his business and <strong>got the deal</strong>… simple as that.</p> <p>Bottom line is that there are many ways to use technology to help build a better / trusted relationship with your customers and <strong>improving the customer experience</strong>. </p> <p><em>Chat is one of the channels that is increasingly getting popular</em> as <strong>it</strong> <strong>fills the gap between phone calls and emails</strong>. Chat messages are more interactive and faster than email while still not as interruptive as a phone call.</p> <p>Have you had a similar experience? Is your company also supporting chat as a medium the get in contact with customers?</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:46d805a7-da98-4450-a04b-14825c695fef" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/chat" rel="tag">chat</a>,<a href="http://technorati.com/tags/customer+experience" rel="tag">customer experience</a>,<a href="http://technorati.com/tags/CRM20" rel="tag">CRM20</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-45660388378361418472011-08-04T18:14:00.001+02:002011-08-04T18:14:40.549+02:00Avoid Social Media Failures<p><a href="http://lh5.ggpht.com/-u05c69NdF7o/TjrFaxjrlMI/AAAAAAAAtfE/UFvlD4MvkXk/s1600-h/image%25255B6%25255D.png"><img style="background-image: none; border-bottom: 0px; border-left: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: left; border-top: 0px; border-right: 0px; padding-top: 0px" title="image" border="0" alt="image" align="left" src="http://lh4.ggpht.com/-a6kFVg_dWVE/TjrFb9Q6YvI/AAAAAAAAtfI/F148WAFIOOc/image_thumb%25255B4%25255D.png?imgmax=800" width="165" height="163" /></a>I just came across a <a href="http://blogs.hbr.org/cs/2011/08/the_simple_way_to_avoid_social.html" target="_blank">blog post</a> from Jeff Stibel where he talks about ways how to stay out of trouble when it comes to social media (both from a corporate as well as from a personal perspective).</p> <p>While most of the issues that can arise with the Web 2.0 technologies and the “Social Web” are easily predictable with common sense, it is alarming how many people still make fundamental errors in dealing with these platforms. <br />CRM 2.0 (Social CRM) has to make sure doing these things right! It is a good idea to built a customer relationship on trust and transparency rather than blow out exaggerated marketing messages that have a massive negative impact on the brand when customers realize the truth. <br />Corporations have to keep in mind that customers are talking about them and (in our days) basically the whole world can read along.</p> <p>Jeff actually brings it to the point when he says: <br />“…the most foolproof way to stay safe on social media is simply to be who you say you are. Pretending to be something you're not, or attempting to conceal or manipulate the truth is a surefire way to lose.”</p> <p>…nothing more to say I guess.</p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-29498990060897182962011-03-06T10:50:00.005+01:002011-03-06T10:52:28.647+01:00Master-Thesis about CRM 2.0I am thinking of putting my thesis online - would anyone be interested?<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://lh5.googleusercontent.com/-wb5ebDn5N2Q/TXNYqwnarEI/AAAAAAAApWg/BwKgO12jzCo/s1600/CRM+2.0c_mirror%255B7%255D.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="250" src="https://lh5.googleusercontent.com/-wb5ebDn5N2Q/TXNYqwnarEI/AAAAAAAApWg/BwKgO12jzCo/s400/CRM+2.0c_mirror%255B7%255D.png" width="400" /></a></div>Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com3tag:blogger.com,1999:blog-7791856162381055900.post-61668705797552491622010-08-22T13:52:00.001+02:002010-08-22T13:52:27.125+02:00The End of Management<p><a href="http://lh5.ggpht.com/_A5ybe5TYzTo/THEPeA73JyI/AAAAAAAAmto/HsLnrqdvzE0/s1600-h/PT-AP668_manage_G_20100820153607%5B1%5D%5B6%5D.jpg"><img style="border-bottom: 0px; border-left: 0px; display: inline; margin-left: 0px; border-top: 0px; margin-right: 0px; border-right: 0px" title="PT-AP668_manage_G_20100820153607[1]" border="0" alt="PT-AP668_manage_G_20100820153607[1]" align="left" src="http://lh6.ggpht.com/_A5ybe5TYzTo/THEPemoujrI/AAAAAAAAmtw/9ckKHa1Ha6Y/PT-AP668_manage_G_20100820153607%5B1%5D_thumb%5B4%5D.jpg?imgmax=800" width="156" height="117" /></a> You have to read this very nice article about management and how it doesn’t fit into the 21st century:</p> <p><a href="http://online.wsj.com/article/SB10001424052748704476104575439723695579664.html">http://online.wsj.com/article/SB10001424052748704476104575439723695579664.html</a></p> <p>Very good research collection on how the model of large managed corporations will be obsolete in the future and Enterprise 2.0 will get successful.</p> <p>We can see many examples in the corporate landscape that follow the path of Enterprise 2.0 like</p> <ul> <li><a href="http://sas.com/" target="_blank">SAS</a> (listed in the article)</li> <li><a href="http://www.ideastorm.com/" target="_blank">Dell</a> and <a href="http://mystarbucksidea.force.com/" target="_blank">Starbucks</a> (collecting ideas from outside the company)</li> <li><a href="http://nikeid.nike.com/nikeid/index.jsp?sitesrc=uslp" target="_blank">Nike</a> (design your own products)</li> <li><a href="http://www.zappos.com/" target="_blank">Zappos</a> (flat management structure and motivated employees)</li> </ul> <p>I am sure the list goes on and on (feel free to add examples in the comments section) and shows that there is a need for change in our thinking in regards to management and the way we (want to) work. That is why I wrote about the “Customer Relationship <strong>Model </strong>2.0” and not referring to it as “Management” anymore… </p> <p>What do you think about this? Another hype that will be forgotten in 5 years? Traditional Management is about to die? Or something in the middle?</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:a33ef516-22d0-4263-9b64-7f78bbdeac60" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/Enterprise+2.0" rel="tag">Enterprise 2.0</a>,<a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Management" rel="tag">Management</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-14968676591720100712010-02-21T23:18:00.001+01:002010-02-22T18:17:03.177+01:00Does every company need CRM?<p><a href="http://lh5.ggpht.com/_A5ybe5TYzTo/S4GxF5BAOzI/AAAAAAAAdqo/oCJNpAgWuqo/s1600-h/crm-logo%5B14%5D.png"><img style="border-bottom: 0px; border-left: 0px; display: inline; margin-left: 0px; border-top: 0px; margin-right: 0px; border-right: 0px" title="crm-logo" border="0" alt="crm-logo" align="left" src="http://lh3.ggpht.com/_A5ybe5TYzTo/S4GxG_lam-I/AAAAAAAAdqw/rctsqHFcIMo/crm-logo_thumb%5B10%5D.png?imgmax=800" width="239" height="124" /></a> If you listen to the CRM tool vendors, it is crucial for every business (independent of its size) to use a CRM software in order to streamline its processes and collaborate effectively with customers and across the organization.</p> <p>But is this really true for <strong>all kind of businesses</strong> and <strong>all sizes</strong>?</p> <p>First off – I do not think that there is something like a “one fits all” solution for CRM. Even the vertical solutions from some vendors cannot immediately fulfill all the needs without adaption and customization. <br />And if you think of CRM as a Philosophy rather than a piece of software, installing a CRM tool will not provide a competitive edge anyway. The “me too” approach does not differentiate and thus is limited in its ability to deliver value to the company and its customers. Focus usually is around cost savings and process automation – nothing that will dramatically increase the customer satisfaction or the customer experience.</p> <p>So what to do with small businesses (SMBs) that think about CRM and do not want to spend a large amount of money into licenses and consulting / implementation projects? <br />Good news is that there are so many free (or low cost) options out there that it makes sense to think about creating a CRM strategy that does not rely on a fully integrated CRM suite with a high price tag. With a limited number of users it is possible to create an outstanding customer experience by using the tools that customers use (which are usually the ones that are available without cost) and streamline the activities solely by outlining and communicating a CRM 2.0 strategy.</p> <p>Ideally the used tools offer some kind of integration to avoid the creation of application or data silos. With the emerging standards, more and more applications will offer the possibility to take part in workflows that span multiple applications, departments or locations. But even if there is no possibility to automate this integration, I truly believe that it is not a big issue to do some of the internal collaboration manually.</p> <p>Again, if the strategy is clearly set and communicated, it is no big deal to export and import some data and send it around via email… Crucial is that the people (i.e. employees) collaborate and pull together. <br />With smaller companies this is more important than a highly integrated CRM suite and well defined (but rather inflexible) automated business processes. The attitude of collaboration and co-creation will also help engaging better with customers and thus take the Customer Relationship Model to the next level…</p> <p>Another side effect is that the employees are able to use the tools the know and love – this Enterprise 2.0 approach will also attract and maintain talent within a company.</p> <p>In the next post I will outline some free or low-cost alternatives for SMBs when it comes to CRM – stay tuned…</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:5fd5d466-551e-4862-a88d-cb0912c98704" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Customer+Relationship+Management" rel="tag">Customer Relationship Management</a>,<a href="http://technorati.com/tags/SMB" rel="tag">SMB</a>,<a href="http://technorati.com/tags/CRM+suite" rel="tag">CRM suite</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com9tag:blogger.com,1999:blog-7791856162381055900.post-29266105500322984222009-11-26T23:53:00.001+01:002009-11-26T23:53:01.244+01:00Portability of (social) profiles<p>Create and maintain one single online identity and log on to the various social networking platforms wit a single logon? <br />Choose which information is seen by which platform and let them exchange messages and information (after allowing them to do so)?</p> <p>While we are currently far away from this scenario and everybody has to deal with many user accounts on various social networks (and the associated logins), I truly believe that there will be mechanisms in the future to be able to streamline this mess and finally make our lives much easier.</p> <p>Concepts like <a href="http://openid.net/" target="_blank">OpenID</a> and Google’s <a href="http://code.google.com/apis/opensocial/" target="_blank">OpenSocial</a> might be an option to do this – if they will reach the critical mass. OpenID is already widely adopted (e.g. Google, Yahoo, Facebook, myspace, etc.). OpenSocial is a open API that can be used to exchange data between several social networks but is heavily competing with Facebooks proprietary API (Facebook Platform).</p> <p>Recently I see data exchange happening more often, especially when it comes to find existing friends on a new network. On the long term I think there will be only few social networks in every niche, which will make the integration between them and platforms in other niches a little easier.</p> <p>Not only will the life for users become easier, but also CRM 2.0 will profit from having standardized APIs and Authentication mechanisms. Next generation CRM tools will be able to access user data (after they have agreed to do so…) and will be able to provide much better and more personalized services to every single consumer. With this information, a corporation will be able to have meaningful conversations even with millions of customers around the world.</p> <p>Of course I hear you shouting for security and warnings around the surveillance society – and actually I think this will become a big issue. For sure there will be fraud (just imagine what Google could do with the massive amount of information it has from every single user…), but as the hype settles and the technology becomes more stable, so will the security and trust in companies will rise. Many people will be fine with companies having access to their personal data in order to provide better service and a unique customer experience.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:33a98670-c44a-4038-97a6-6e4679dd3516" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/Social+CRM" rel="tag">Social CRM</a>,<a href="http://technorati.com/tags/sCRM" rel="tag">sCRM</a>,<a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/OpenID" rel="tag">OpenID</a>,<a href="http://technorati.com/tags/OpenSocial" rel="tag">OpenSocial</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com3tag:blogger.com,1999:blog-7791856162381055900.post-35882858813312966252009-10-22T21:57:00.001+02:002009-10-22T21:57:58.510+02:00Service Cloud2 – Salesforce.com taking Customer support into the cloud?!<p><a href="http://lh3.ggpht.com/_A5ybe5TYzTo/SuC5Ql7UKxI/AAAAAAAAWRc/ekIyOv_GTDU/s1600-h/image%5B3%5D.png"><img style="border-bottom: 0px; border-left: 0px; margin: 0px 5px 0px 0px; display: inline; border-top: 0px; border-right: 0px" title="image" border="0" alt="image" align="left" src="http://lh3.ggpht.com/_A5ybe5TYzTo/SuC5Rd8195I/AAAAAAAAWRg/UOWo_63i58A/image_thumb%5B1%5D.png?imgmax=800" width="145" height="84" /></a> Salesforce.com has always been very visionary and successfully pushing the SaaS model into the market for sales force automation (SFA).</p> <p>In their <a href="http://www.thomson-webcast.net/uk/dispatching/?event_id=87f8432556e8140199dd24f2ee563885&portal_id=c6c507daf612ddd282ea3c66824d01ee&internal=true" target="_blank">presentation</a> of the “<a href="http://www.salesforce.com/crm/customer-service-support/" target="_blank">Service Cloud2</a>” yesterday, they showed that the same SaaS model can also work for customer service and support. <br />Marc Benioff said that the average service and support applications are about a decade old – and I would totally agree with that. Having seen some installations and the associated data centers behind these applications, I can imagine the potential that Benioff sees in this market and that customers see in potential savings.</p> <p>SFDC presented some very important new modules of the Service Cloud2 that are indispensable for high quality customer support:</p> <ul> <li>A knowledgebase (competing with <a href="http://www.rightnow.com/" target="_blank">RightNow</a>)</li> <li>CTI integration (powered by CISCO?)</li> <li>Integration to social networks (like Facebook and twitter)</li> <li>Customer portals and communities (competing with <a href="http://www.jivesoftware.com/products" target="_blank">Jive SBS</a>)</li> </ul> <p>While all these elements are not new and there are solutions out there to handle them, SFDC is probably the first one that is able to deliver a fully integrated solution (including <a href="http://en.wikipedia.org/wiki/Crowdsourcing" target="_blank">crowdsourcing</a>) out of one hand and paid solely per usage. This will allow small and medium sized companies to deliver a great customer experience with very little upfront investments in infrastructure and licenses.</p> <p>Very obvious that putting all CRM in the hands of SFDC also has the risk of a vendor lock-in. And realistically, even if they call this a cloud, it is still not what I would call true cloud computing and it will not be possible to easily switch parts of the CRM to some other vendors or ‘in-source’ the application in the future.</p> <p>But still, this is a very nice vision that Benioff and his team are bringing to a life and I am very sure that it will be as successful as the SFA module was.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:07bf1cfe-793f-4c3d-a00b-6f3d037e0f55" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Salesforce.com" rel="tag">Salesforce.com</a>,<a href="http://technorati.com/tags/Service+Cloud" rel="tag">Service Cloud</a>,<a href="http://technorati.com/tags/Customer+Support" rel="tag">Customer Support</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com0tag:blogger.com,1999:blog-7791856162381055900.post-12826696697864199462009-10-04T11:49:00.001+02:002009-10-04T11:50:47.291+02:00Twitter - just a temporary hype?<p><a href="http://lh4.ggpht.com/_A5ybe5TYzTo/SshvoQ0SNFI/AAAAAAAAWI0/FiBuJC7RUOQ/s1600-h/image%5B5%5D.png"><img style="border-bottom: 0px; border-left: 0px; display: inline; margin-left: 0px; border-top: 0px; margin-right: 0px; border-right: 0px" title="image" border="0" alt="image" align="left" src="http://lh6.ggpht.com/_A5ybe5TYzTo/Sshvo07ixVI/AAAAAAAAWI4/vgEvTudLCqE/image_thumb%5B3%5D.png?imgmax=800" width="106" height="106" /></a> I just read a post from Jennifer Leggio talking about <a href="http://blogs.zdnet.com/feeds/?p=1753&tag=nl.e539" target="_blank">twitter presence and overall social media strategy of corporations</a>. And I have to agree that twitter has a somewhat limited value in a CRM 2.0 strategy as well.</p> <p>The <a href="http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm" target="_blank">Comcast example</a> might not be the blueprint for followers. <br />On one hand the <a href="http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html" target="_blank">twitter user numbers still seem to be growing fast</a>, on the other hand I see lot of the communication moving to other platforms like Facebook. User numbers not necessarily visualize the amount of valuable information that is transmitted through such a platform.</p> <p>My personal feeling is that the future will be a mashup of several social networks. Users will be looking for applications that combine the data streams seamless. I am using <a href="http://tweetdeck.com/" target="_blank">TweetDeck</a> which has Facebook and MySpace connectivity already.</p> <p>The idea of short messages enriched with pictures, location information and links to other sites might stay, but will twitter be around in a couple of years? Who knows…</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:25261395-dda1-451f-bde4-03ee4268cdd9" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Twitter" rel="tag">Twitter</a>,<a href="http://technorati.com/tags/Social+Media" rel="tag">Social Media</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-33355978973677907822009-10-03T17:18:00.001+02:002009-10-03T17:21:25.152+02:00Socialnomics: Social Media Revolution<p>Looks like there is a new name in town… what happened to the <a href="http://www.wikinomics.com/blog/" target="_blank">Wikinomics</a>?! The short version of the video mentioned earlier also re-uses the business velocity theme.</p> <p><object width="425" height="344"><param name="movie" value="http://www.youtube.com/v/NhPgUcjGQAw&color1=0xb1b1b1&color2=0xcfcfcf&feature=player_embedded&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowScriptAccess" value="always"></param><embed src="http://www.youtube.com/v/NhPgUcjGQAw&color1=0xb1b1b1&color2=0xcfcfcf&feature=player_embedded&fs=1" type="application/x-shockwave-flash" allowfullscreen="true" allowScriptAccess="always" width="425" height="344"></embed></object></p> <p>Check out the interesting video response from <a href="http://www.youtube.com/user/tippingpointlabs" target="_blank">tippingpoint labs</a>:</p> <object width="425" height="340"><param name="movie" value="http://www.youtube.com/v/wDzzMfx5Y6g&hl=en&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/wDzzMfx5Y6g&hl=en&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="340"></embed></object> <p> Not 100% sure if the hula hoop is a valid comparison, though… what is the value add of a hula hoop, really? not much I would guess. Social Media has more to offer I’d say.</p> <p></p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:981d9383-65c4-4d84-9ea2-3110060761d8" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/Socialnomics" rel="tag">Socialnomics</a>,<a href="http://technorati.com/tags/social+media" rel="tag">social media</a>,<a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-82467708081205260502009-09-21T17:12:00.001+02:002009-09-21T17:12:43.513+02:00CRM 2.0 Presentation<p>…done for my Thesis Defense last Saturday.</p> <p>The goal was to squeeze the Thesis into a 20 minute presentation, so I put many slides into the backup section. I still could not finish within the 20 minutes, though…</p> <div style="text-align: left; width: 425px" id="__ss_2029552"><a style="margin: 12px 0px 3px; display: block; font: 14px helvetica,arial,sans-serif; text-decoration: underline" title="CRM 2.0 By Guido Oswald" href="http://www.slideshare.net/goswald/crm-20-by-guido-oswald">CRM 2.0 By Guido Oswald</a><object style="margin:0px" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=crm2-0byguidooswald-090921054011-phpapp01&stripped_title=crm-20-by-guido-oswald" /><param name="allowFullScreen" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=crm2-0byguidooswald-090921054011-phpapp01&stripped_title=crm-20-by-guido-oswald" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object> <div style="font-family: tahoma,arial; height: 26px; font-size: 11px; padding-top: 2px">View more <a style="text-decoration: underline" href="http://www.slideshare.net/">presentations</a> from <a style="text-decoration: underline" href="http://www.slideshare.net/goswald">Guido Oswald</a>.</div> </div> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:b523c7ad-462f-4d8b-998c-696a5ea38f18" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Enterprise+2.0" rel="tag">Enterprise 2.0</a>,<a href="http://technorati.com/tags/Social+CRM" rel="tag">Social CRM</a>,<a href="http://technorati.com/tags/Master+Thesis+Defense" rel="tag">Master Thesis Defense</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-49368166577699739082009-08-27T16:13:00.001+02:002009-08-27T16:13:06.746+02:00Salesforce.com the big winner in 2009 ?!<p><a href="http://lh6.ggpht.com/_A5ybe5TYzTo/SpaUbnwR4ZI/AAAAAAAAV7Q/gJ27nCW4Iyo/s1600-h/ArticleImage.7155%5B1%5D%5B4%5D.jpg"><img style="border-bottom: 0px; border-left: 0px; margin: 0px 5px 0px 0px; display: inline; border-top: 0px; border-right: 0px" title="ArticleImage.7155[1]" border="0" alt="ArticleImage.7155[1]" align="left" src="http://lh6.ggpht.com/_A5ybe5TYzTo/SpaUcXiiMLI/AAAAAAAAV7U/DhmV2cVerSI/ArticleImage.7155%5B1%5D_thumb%5B2%5D.jpg?imgmax=800" width="112" height="93" /></a> The CRM Magazine has published the winners of their <a href="http://www.destinationcrm.com/Articles/CRM-News/Daily-News/CRM-Magazine-Announces-Winners-of-2009-CRM-Market-Awards-55725.aspx" target="_blank">CRM Market Awards for 2009</a>. Looks like SFDC is the dominant player, winning the top four categories (not really playing in the other categories).</p> <p>Marc Benioff (SFDC CEO) is listed as one of the eight most influential leaders (next to Anthony Lye from Oracle and Tony Hsieh from Zappos). I am missing Paul Greenberg in this list… <br />It is noteworthy that Tony is in this list as someone that is actually <strong>doing </strong>CRM 2.0, not just talking about it or selling software that is supposed to implement successful CRM. This is a good example of how CRM 2.0 can look alike without spending too much thoughts on the technological or theoretical side of it, but just DOING it. <br />Tim O’Rielly (Enterprise 2.0) is also listed, because of his vision of the modern enterprise. Again, Tony has shown how this vision can be executed… Let’s hope Amazon can keep up this momentum and learn from Zappos rather than applying the Amazon culture.</p> <p>Besides the extreme dominance of SDFC there is not a lot of surprises in the list of winners. Microsoft is massively gaining ground and I am unsure how Deloitte won the consultancies category – looks like they have done some successful projects to pass Accenture, IBM and Capgemini…</p> <p>Amdocs (ex Clarify) does not show up anymore – looks like they killed the CRM business and put focus (back) on billing and their QPass and Cramer acquisitions. Although Rogers finally <a href="http://call-center-software.tmcnet.com/topics/call-center-software/articles/62454-rogers-communications-upgrades-its-amdocs-customer-management-system.htm" target="_blank">decided to upgrade to CES 7.5</a> and SmartClient, I am not seeing any new logos for Amdocs CRM in the past year).</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:8167a8e2-c998-417f-821a-b811892f6c3f" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM" rel="tag">CRM</a>,<a href="http://technorati.com/tags/Market+Awards+2009" rel="tag">Market Awards 2009</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com4tag:blogger.com,1999:blog-7791856162381055900.post-25115868721629795812009-08-20T15:52:00.001+02:002009-08-20T15:52:53.241+02:00Social Media Ad<p>just came across this YouTube video that has some impressive numbers to show that the rise of social media (through Web 2.0 technology) definitely has begun…</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:5737277B-5D6D-4f48-ABFC-DD9C333F4C5D:c0845570-efb3-42a8-a4d5-6245e7e0e911" class="wlWriterEditableSmartContent"><div id="9cbc31f1-72d0-4e4d-b6ff-ed2322544c7f" style="margin: 0px; padding: 0px; display: inline;"><div><a href="http://www.youtube.com/watch?v=sIFYPQjYhv8" target="_new"><img src="http://lh4.ggpht.com/_A5ybe5TYzTo/So1VM8C3C6I/AAAAAAAAV6I/k7s8HbltRYY/videodebd5015d3d6%5B5%5D.jpg?imgmax=800" style="border-style: none" galleryimg="no" onload="var downlevelDiv = document.getElementById('9cbc31f1-72d0-4e4d-b6ff-ed2322544c7f'); downlevelDiv.innerHTML = "<div><object width=\"425\" height=\"355\"><param name=\"movie\" value=\"http://www.youtube.com/v/sIFYPQjYhv8&hl=en\"><\/param><embed src=\"http://www.youtube.com/v/sIFYPQjYhv8&hl=en\" type=\"application/x-shockwave-flash\" width=\"425\" height=\"355\"><\/embed><\/object><\/div>";" alt=""></a></div></div></div> <p>Interesting that it picks up the comparison of the <a href="http://crm2-0.blogspot.com/2008/12/business-velocity.html">time to reach 50 million users</a>.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:64619392-f65f-41bf-9a34-c63ec28ff6e0" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/social_media" rel="tag">social_media</a>,<a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/business_revolution" rel="tag">business_revolution</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-52615114897819961812009-07-30T20:07:00.001+02:002009-07-30T20:07:54.337+02:00My Masters’ Thesis is progressing…<p>now at about 20 thousand words on 90 pages:</p> <p><a title="Wordle: CRM 2.0 by Guido Oswald" href="http://www.wordle.net/gallery/wrdl/1023396/CRM_2.0_by_Guido_Oswald"><img style="border-bottom: #ddd 1px solid; border-left: #ddd 1px solid; padding-bottom: 4px; padding-left: 4px; padding-right: 4px; border-top: #ddd 1px solid; border-right: #ddd 1px solid; padding-top: 4px" alt="Wordle: CRM 2.0 by Guido Oswald" src="http://www.wordle.net/thumb/wrdl/1023396/CRM_2.0_by_Guido_Oswald" width="300" height="229" /></a> </p> <p>More to come soon, stay tuned....</p> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-61643358274343102182009-06-30T17:58:00.001+02:002009-06-30T17:58:20.159+02:00CRM 2.0 at Progress Software<p><a href="http://lh6.ggpht.com/_A5ybe5TYzTo/Sko2F8fQHQI/AAAAAAAAU6s/tr9pqGV3-yg/s1600-h/progress_home_logo%5B4%5D.gif"><img style="border-bottom: 0px; border-left: 0px; margin: 0px 10px 0px 0px; display: inline; border-top: 0px; border-right: 0px" title="progress_home_logo" border="0" alt="progress_home_logo" align="left" src="http://lh6.ggpht.com/_A5ybe5TYzTo/Sko2GguhuJI/AAAAAAAAU6w/y6L0Qb2m4Oo/progress_home_logo_thumb%5B2%5D.gif?imgmax=800" width="146" height="55" /></a> </p> <p>Interesting to see that the company I work for (although not selling CRM) is rapidly adopting the CRM 2.0 theme.</p> <p><a href="http://web.progress.com/whoweare/gary-conway.html" target="_blank">Gary Conway</a>, our new hired CMO, is talking about a real dialogue with customers and sees the employees as the best evangelists of the company and its products. This is actually a very good start into a cultural change within the company and is accompanied by a marketing campaign to promote the Progress brand, which is pretty unknown in the marketplace of SOA. This is particular surprising as  Progress Software has some of the best in class products there…</p> <p>The new <a href="http://www.progress.com" target="_blank">website</a> is already life and features a life chat possibility which allows customers to ask questions w/o taking the receiver and dialing a number. It is really good to see that we’re going into the right direction here and it shows that CRM 2.0 or Social CRM is gaining momentum.</p> <p>BTW: you might have noticed that the post frequency has dramatically reduced. This is due to me now actively writing on my Masters’ Thesis and therefore not allowed to publish some of the stuff that I am writing. But be sure to find a lot more when I am finished writing on August 13th (latest).</p> <p>Stay tuned, <br />Guido</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:da83e016-fe92-4cae-afd5-2b189541c877" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Social+CRM" rel="tag">Social CRM</a>,<a href="http://technorati.com/tags/Progress+Software" rel="tag">Progress Software</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-72525756750697255262009-05-01T18:03:00.001+02:002009-05-01T18:03:20.672+02:00Sometimes you have to ignore your customers!<p><a href="http://ecorner.stanford.edu/authorMaterialInfo.html?author=19" target="_blank">Jensen Huang</a> (Co-Founder of NVIDIA) has an interesting sight on <strong>Corporate Vision</strong> and the fact that you have to ignore the customer base in certain situations. That is when you are sure that your vision is so much stronger than that of your customers:</p> <embed id="single" width="440" height="290" flashvars="config=http://ecorner.stanford.edu/embeded_config.xml%3Fmid%3D2222" src="http://ecorner.stanford.edu/swf/player-ec.swf" type="application/x-shockwave-flash"></embed> <p>This is actually a good point and sometimes probably necessary to differentiate from competition. Risky, though, when you completely lose contact to the end-users. <br />For NVIDIA it worked out quite well. But as Jensen said, they were competing against 200 other graphics chips producers in the 90s, so differentiation is sometimes hard and might really lead to the ignorance of customers (for a while).</p> <p>A CRM 2.0 strategy must not always mean that a business has to blindly follow what customers demand. Some products or services might not have an obvious business case (i.e. will not create immediate money), some might see no demand at the time you have to start developing them. Still they can deliver in the mid- or long-term if there is a strong vision behind it (and the vision fulfills).</p> <p><strong>A Revolution needs strong leadership and only a limited number of people are able to discover this in an early stage.</strong></p> <p>Apple is another good example where products are created with very little or no involvement of (potential) users. A very successful example as we all know… The question is do I really want to <strong>completely ignore customers?</strong> And if so, <strong>for how long?</strong></p> <p>I think executing on a strong vision does not mean that you have to lose contact with your customers. There are always some people out there that share the same vision. It’s all about finding these individuals and getting them into the boat. The connected (Web 2.0) world these times is a tremendous help here!</p> <p>So <strong>CRM 2.0 is also about finding the right people</strong> out there and <strong>co-creating</strong> products and services with them. If done well, these customers will get real advocates for the brand.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:2c13fb91-0e60-4603-a36b-75308a9f700e" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Vision" rel="tag">Vision</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-55898189218446213112009-04-29T14:58:00.001+02:002009-04-29T14:58:26.073+02:00Crisis Management in Web 2.0 times<p>After the post about the “Amazon Fail” incident, I stumbled upon a nice slideset about crisis management at Domino’s Pizaa from <a href="http://www.trendsspotting.com/blog/?page_id=2" target="_blank">Taly</a> at <a href="http://www.trendsspotting.com/" target="_blank">Trendspotting</a>:</p> <div id="__ss_1361822" style="width: 425px; text-align: left"><a title="Crises Management: Trendsspotting Insights On Dominos Case Study" style="display: block; margin: 12px 0px 3px; font: 14px helvetica,arial,sans-serif; text-decoration: underline" href="http://www.slideshare.net/TrendsSpotting/crises-management-trendsspotting-insights-on-dominos-case-study?type=presentation">Crises Management: Trendsspotting Insights On Dominos Case Study</a><object style="margin:0px" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=crisesmanagementtrendsspottinginsightsondominoscasestudy-090429032930-phpapp01&rel=0&stripped_title=crises-management-trendsspotting-insights-on-dominos-case-study" /><param name="allowFullScreen" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=crisesmanagementtrendsspottinginsightsondominoscasestudy-090429032930-phpapp01&rel=0&stripped_title=crises-management-trendsspotting-insights-on-dominos-case-study" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object> <div style="font-size: 11px; padding-top: 2px; font-family: tahoma,arial; height: 26px">View more <a style="text-decoration: underline" href="http://www.slideshare.net/">presentations</a> from <a style="text-decoration: underline" href="http://www.slideshare.net/TrendsSpotting">Taly Weiss</a>.</div> </div> <p>Taly did some good research about crisis management and the presentations shows how this has changed in terms of reaction time (still to be improved) and used media type.</p> <p>CRM 2.0 can help reacting to incidents like this one and avoid the <a href="http://en.wikipedia.org/wiki/Streisand_effect" target="_blank">Streisand effect</a> that can cause major brand damage.</p> <p>Here is some media coverage and Domino’s official response:</p> <object width="445" height="364"><param name="movie" value="http://www.youtube-nocookie.com/v/OhBmWxQpedI&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube-nocookie.com/v/OhBmWxQpedI&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="445" height="364"></embed></object><object width="445" height="364"><param name="movie" value="http://www.youtube-nocookie.com/v/hYomw1cLA2U&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube-nocookie.com/v/hYomw1cLA2U&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="445" height="364"></embed></object><object width="445" height="364"><param name="movie" value="http://www.youtube-nocookie.com/v/7l6AJ49xNSQ&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube-nocookie.com/v/7l6AJ49xNSQ&hl=en&fs=1&rel=0&color1=0x2b405b&color2=0x6b8ab6&border=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="445" height="364"></embed></object> <div class="wlWriterEditableSmartContent" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:498fc306-dedb-473e-bb51-ea059033c26f" style="padding-right: 0px; display: inline; padding-left: 0px; float: none; padding-bottom: 0px; margin: 0px; padding-top: 0px">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Domino's+Pizza" rel="tag">Domino's Pizza</a>,<a href="http://technorati.com/tags/Crisis+Management" rel="tag">Crisis Management</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com0tag:blogger.com,1999:blog-7791856162381055900.post-26372175131384137762009-04-27T16:12:00.001+02:002009-04-27T16:12:24.250+02:00Are Facebook and Twitter just new channels?<p>Someone could argue that the new Web 2.0 platforms like Facebook, Twitter and co. are just additional channels that have to be supported by the existing CRM suite.</p> <p><a href="http://lh3.ggpht.com/_A5ybe5TYzTo/SfW9QisDFOI/AAAAAAAASw4/zdi5G5YndLE/s1600-h/image4.png"><img title="image" style="border-top-width: 0px; display: inline; border-left-width: 0px; border-bottom-width: 0px; margin: 0px 5px 0px 0px; border-right-width: 0px" height="69" alt="image" src="http://lh3.ggpht.com/_A5ybe5TYzTo/SfW9R62O21I/AAAAAAAASw8/0YQChzhzYTI/image_thumb2.png?imgmax=800" width="128" align="left" border="0" /></a> </p> <p>Dealing with these platforms as additional channels will not bring the benefit they could provide, though. Accepting that the rise of the Web 2.0 is dramatically changing the consumers’ behavior, leads to a simple conclusion – Businesses need to change the way they deal with the ‘new customers’ as well!</p> <p>This means that Facebook and Twitter are only the spearhead of what will come in the near future. They are indeed channels that need to be dealt with (the more agile, the better) BUT the way corporations make use of them needs to change as well. The whole corporate culture needs to change! <br />Adapting to the new consumer behavioral patterns leads us to what I call a CRM 2.0 strategy (any other term will do as well as long as it has the same meaning and results).</p> <p>New questions must be asked:</p> <ul> <li>How can I have a meaningful <a href="http://crm2-0.blogspot.com/2009/03/what-is-conversation.html">conversation</a> with my customers? </li> <li>How can I engage customers to take an active part in this conversation?</li> <li>How can I leverage the knowledge and willingness of customers?</li> <li>Does my corporate culture allow meaningful conversations (what <a href="http://crm2-0.blogspot.com/2009/01/enterprise-20.html">changes</a> are required)?</li> <li>Do I know the little aches and pains of my customers? Are they dealt with?</li> <li>Who are my customers and where / whom do the talk about products and services?</li> </ul> <p>In the very end, this might be the end of the transactions based CRM (not counting any order management here…) towards a more dynamic, flexible, agile and customer centric environment that acknowledges that customers are persons – usually – that make the buying decisions often based on trust and relationships.</p> <div class="wlWriterEditableSmartContent" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:0b23aa4f-a83b-4f7f-9dc3-6056af935001" style="padding-right: 0px; display: inline; padding-left: 0px; float: none; padding-bottom: 0px; margin: 0px; padding-top: 0px">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Facebook" rel="tag">Facebook</a>,<a href="http://technorati.com/tags/Twitter" rel="tag">Twitter</a>,<a href="http://technorati.com/tags/Channels" rel="tag">Channels</a>,<a href="http://technorati.com/tags/Meaningful+Conversations" rel="tag">Meaningful Conversations</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2tag:blogger.com,1999:blog-7791856162381055900.post-37381367907613115062009-04-16T18:29:00.001+02:002009-04-16T18:29:53.283+02:00Avoid getting into the fireline…<p><a href="http://www.amazonfail.com/" target="_blank"><img title="image" style="border-top-width: 0px; display: inline; border-left-width: 0px; border-bottom-width: 0px; border-right-width: 0px" height="71" alt="image" src="http://lh6.ggpht.com/_A5ybe5TYzTo/SeddAHSGx3I/AAAAAAAASvI/8g6mMB-HFac/image6.png?imgmax=800" width="240" border="0" /></a> </p> <p>Amazon is currently experiencing a customer rebellion that has some similarities to the “I hate Siebel” wave that I wrote about in an earlier <a href="http://crm2-0.blogspot.com/2009/01/i-hate-siebel.html">post</a>. (search twitter on #amazonfail and #glitchmyass)</p> <p>Basically this is all about the filtering of gay and lesbian authors in Amazons search functionality. I do not have full insight in what has really been filtered and if this has a negative effect on the authors’ book sales or not (and I really don’t want to get into this discussion as there is a lot of coverage already). But I want to analyze the happenings from a CRM 2.0 viewpoint and think of solutions for companies to avoid such massacres by detecting the development early enough and reacting in the right way to avoid the negative PR or even reverse the effects.</p> <p>In Amazon's case, everybody can easily understand that adult books must be filtered from regular searches and bestseller lists to protect the younger users of this platform. On the other side, I can also understand the furious reactions of the gay and lesbian customers that feel discriminated by such a ‘censoring’. <br />What really happened here is that Amazon was getting into the fireline between parents and homosexual people. Not filtering the lists would probably have caused similar reactions on the other side…</p> <p><strong>So how can CRM 2.0 help?</strong></p> <p>This example shows that the empowerment of customers is advancing. Although we are talking about a minority, the amount of press coverage is massive and might have true negative impact on the Amazon brand. The beauty of a CRM 2.0 strategy is that it aligns a business with its customers. Although this does not make the conflict disappear, it would have signaled the responsible people much earlier. <br />This ledge could have been used to engage both groups into a meaningful conversation and find the solution that will probably be found and agreed on anyway in the end.</p> <p>Having engaged the customers would not only have avoided the conflict to raise like it did, it would also have created more loyal customers because everybody would have felt involved and taken care of.</p> <p>Funny enough, you can buy the domain <a href="http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=250406462610">AmazonFail.com</a> at the other big arriviste of the eCommerce boom – at EBAY… </p> <div class="wlWriterEditableSmartContent" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:0413a082-4084-4a57-b9b8-9247d8f72bb1" style="padding-right: 0px; display: inline; padding-left: 0px; float: none; padding-bottom: 0px; margin: 0px; padding-top: 0px">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Amazon" rel="tag">Amazon</a>,<a href="http://technorati.com/tags/AmazonFail" rel="tag">AmazonFail</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-49301438457673819502009-04-14T15:22:00.001+02:002009-04-14T15:22:25.389+02:00Lexnet Interview<p> <a href="http://lexnetcg.com/" target="_blank"><img title="LexnetLogo" style="border-right: 0px; border-top: 0px; display: inline; border-left: 0px; border-bottom: 0px" height="59" alt="LexnetLogo" src="http://lh3.ggpht.com/_A5ybe5TYzTo/SeSODzanjXI/AAAAAAAASvE/AJNg-67Iv_s/LexnetLogo%5B10%5D.png?imgmax=800" width="200" border="0" /></a></p> <p>Lexnet is starting a series of email interviews with focus on CRM. I think this is a brilliant idea and <a href="http://lexnetcg.com/blog/email-interviews/email-interview-paul-greenberg/" target="_blank">Paul Greenberg</a> and <a href="http://lexnetcg.com/blog/email-interviews/email-interview-christopher-carfi/" target="_blank">Christopher Carfi</a> already shared some insights. </p> <p>Find my answers here: <a title="http://lexnetcg.com/blog/email-interviews/email-interview-guido-oswald-crm/" href="http://lexnetcg.com/blog/email-interviews/email-interview-guido-oswald-crm/">http://lexnetcg.com/blog/email-interviews/email-interview-guido-oswald-crm/</a></p> <div class="wlWriterEditableSmartContent" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:e0eaa9cf-976a-41a5-b6c0-2467944434c0" style="padding-right: 0px; display: inline; padding-left: 0px; float: none; padding-bottom: 0px; margin: 0px; padding-top: 0px">Technorati Tags: <a href="http://technorati.com/tags/interview" rel="tag">interview</a>,<a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/lexnet" rel="tag">lexnet</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com1tag:blogger.com,1999:blog-7791856162381055900.post-24451232711052438052009-04-04T12:06:00.001+02:002009-04-04T12:06:39.098+02:00The future of the Web (3.0?)<p><a href="http://lh4.ggpht.com/_A5ybe5TYzTo/SdcxKjuq5mI/AAAAAAAASss/0eC8Nos39_U/s1600-h/600px-I-Future_blank.svg%5B14%5D.png"><img style="border-right-width: 0px; margin: 0px 5px 0px 0px; display: inline; border-top-width: 0px; border-bottom-width: 0px; border-left-width: 0px" title="600px-I-Future_blank.svg" border="0" alt="600px-I-Future_blank.svg" align="left" src="http://lh5.ggpht.com/_A5ybe5TYzTo/SdcxLQ6EAsI/AAAAAAAASsw/2XYPG7i7Mgk/600px-I-Future_blank.svg_thumb%5B8%5D.png?imgmax=800" width="201" height="201" /></a> </p> <p></p> <p>Creating a CRM 2.0 strategy that is viable in ten years from now would be tightly connected with an accurate prediction of what the Internet (WWW) will look alike by then.</p> <p>But the question must be asked if this prediction can be made at all? The world is turning faster and faster. Predicting the next 10 years of the World Wide Web would be like predicting the rise of HDTV and Flat TVs in the 1950s…</p> <p>Remember my slides around <strong>Business Velocity</strong>? </p> <div style="text-align: left; width: 425px" id="__ss_863270"><a style="margin: 12px 0px 3px; display: block; font: 14px helvetica,arial,sans-serif; text-decoration: underline" title="Business Velocity" href="http://www.slideshare.net/goswald/business-velocity-presentation?type=powerpoint">Business Velocity</a><object style="margin:0px" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=business-velocityextract-1229883899533416-1&rel=0&stripped_title=business-velocity-presentation" /><param name="allowFullScreen" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=business-velocityextract-1229883899533416-1&rel=0&stripped_title=business-velocity-presentation" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object> <div style="font-family: tahoma,arial; height: 26px; font-size: 11px; padding-top: 2px">View more <a style="text-decoration: underline" href="http://www.slideshare.net/">presentations</a> from <a style="text-decoration: underline" href="http://www.slideshare.net/goswald">Guido Oswald</a>.</div> </div> <p>Or do you remember your top bookmarks in <strong>1996</strong> (I was at university at that time convincing the Professor to upgrade the 56k Internet connection…)? <i><a href="http://www.comscore.com/press/release.asp?press=434" target="_blank">comScore</a></i> lists websites like <em>WEBCRAWLER.COM, NETSCAPE.COM</em> or <em>INFOSEEK.COM </em>amongst the top 5 <em>– </em>all dead and gone ten years later!</p> <p>On one hand, the ®evolution of the Internet is going at the speed of light (<a href="http://www.amazon.com/CRM-Speed-Light-Fourth-Strategies/dp/0071590455/ref=sr_1_1?ie=UTF8&s=books&qid=1238837394&sr=8-1" target="_blank">Paul</a> did recognize this a while ago :) – on the other hand, I believe that the <strong>cultural revolution</strong> that has taken place, initiated by the Web 2.0, has passed its zenith and will continue at a much slower pace the upcoming years.</p> <p>With the acknowledgement that the future of the Web is hard to predict, a <strong>CRM 2.0 strategy</strong> should not solely rely on the most hyped platforms like <em>Facebook</em> or <em>Twitter</em>, but focus on a foundation that will last when they will be gone in ten years from now. “Covering the base” is the motto here rather than jumping on the short living buzz.</p> <div style="padding-bottom: 0px; margin: 0px; padding-left: 0px; padding-right: 0px; display: inline; float: none; padding-top: 0px" id="scid:0767317B-992E-4b12-91E0-4F059A8CECA8:e5f38f40-04d8-4d37-a17d-7e4a322dc30b" class="wlWriterEditableSmartContent">Technorati Tags: <a href="http://technorati.com/tags/CRM+2.0" rel="tag">CRM 2.0</a>,<a href="http://technorati.com/tags/Business+Velocity" rel="tag">Business Velocity</a>,<a href="http://technorati.com/tags/Hype" rel="tag">Hype</a>,<a href="http://technorati.com/tags/Future+of+WEB" rel="tag">Future of WEB</a></div> Anonymoushttp://www.blogger.com/profile/17705671110030853655noreply@blogger.com2