Cafe CRM - Johannesburg - 13 April 2011

27%

Conversation

Listening to customers

You don't know what you know

Value of collective knowledge

Based on Juanita Brown's research : www.theworldcafe.com

Discover areas of improvement

Customer centric product design

Focus on: complaints & Customer Satisfaction

[Cafe] leads to action: better decision making & innovation and thus tangible business outcomes. #cafecrm http://bit.ly/fX5VvX @davidgurteen

Tweet (22 March 2011)

Listen to customers

Knowledge Cafe principles

Traditional comms with customers

Share of voice

But are you really listening?

Benchmarking

Getting messages out quickly e.g. environmental messages; - accountability

What happens with surveys?

How does your current CRM strategy incorporate intelligence gained from "listening to customers"?

What might happen when you start responding and engaging in conversations on social channels?

Case study: Dell reacting to tweets

Customers are like water - they go to the path of least resistance

B2B vs B2C complaints using social?

Are press conferences a form of social media?

How do you make sense of it?

Social media

Other forms of social areas to retain control e.g. sharepoint control user access / blogs

What about creating a trend of customer behaviour?

But what about the volume?

Customer feedback

Management buy-in must go beyond lip service - needs budget; resources

Need robust processes behind social

What about a niche market?

Example mining.

People tweet about issues of companies who they are not customers of (e.g. BP disaster)

Lost in translation - "idc = I don't care"

Emotional gauge of employees

Pros - unleash potential

Cons - incorrect message / devaluate

Creating transparency; environmental awareness

Impact on employees

Transparency and sharing information with customers

And why is she meeting Angela Merkel, the German chancellor?

Your internal customers

More customer centric organisation

Spin offs

SAP Research mProcurement project

Protest: change the bahaviour of companies who ignore the voice of the customer

Christina Marule - go google her

Who is she?

More effective marketing

VOE = voice of the employee

Tool to listening - cellphones

Saying Enough is Enough

Better understanding of customer

CRM & customer service

of cell phone users in rural areas browse the internet on their cell phones

Customer satisfaction

Is not about the database, it's about thinking fundamentally different about engaging with customers - Andy Hadfield

Respect

Engaging

Can CRM facilitate emotional information?

Consistent experience

Value

CRM

How can you deepen the link between CRM and customer service in your organisation?

How can you use social media to build UTILITY and VALUE for customers?

Consistent data is important

Listening

Dell & Starbucks: listening to the customer - idea portals

Contact centre - gatekeepers

Questioning the value/knowledge

Don't know the customer

Conversation is repeated

Proactive processes

Employees treating the company as if it's their own

Available resources: people, process

Love happens through dating - over time

Employee training

Rewards

Utility

What is the difference between marketing and love?

Care

Using communication technologies e.g. chats

Need to love yourself / company first

Love

Understanding behaviour and adding value e.g. know buying history

Understand the customer

Respect

Personalised messages vs. personal relationships

Responsiveness in important

Honesty

Love = personal relationship

What about just asking how your customers are?