This presentation takes a look at the new CRM. It details the previous thinking behind CRM strategy and what is new based on today's social customer environment.

1. CRM 2.0 Series mikemoir.com
CRM 2.0
What’s new here?
@mikemoir
From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting

2. CRM 2.0 Series mikemoir.com
Copyright © 2010 Mike Moir Consulting

3. CRM 2.0 Series mikemoir.com
Customer in charge?
Channels are fragmented?
Changes every day?
We think this brings new opportunities.
Finally dealing with the whole and true customer.
Copyright © 2010 Mike Moir Consulting

4. CRM 2.0 Series mikemoir.com
CRM - Defined
CRM 1.0
Manage your customers in ways that acquired and retained them.
Typically involved providing efficiencies in operations in the areas
of marketing, sales and customer support.
CRM 2.0
A business philosophy and strategy, supported by technology,
business rules, processes and social characteristics, designed to
engage the customer in a collaborative conversation in order to
provide mutually beneficial value in a trusted and transparent
business environment.
Copyright © 2010 Mike Moir Consulting

5. CRM 2.0 Series mikemoir.com
CRM 2.0 – The Shift
• Social change effects all businesses
• Customers are fundamentally changing the dynamics of the marketplace
• Customers are empowered to interact with brands, peers and other
customers.
• Customers dictate how they will purchase and consume – where, when,
how much, and through which channels.
• They populate social networks, composed of people they trust and and can
influence.
• They are now a key channel for marketing, feedback, support, innovation
and sales influence.
• These new customers want Content, Connection, Creativity, Collaboration,
Context and Communications.
• It’s not just the customer, it’s also the increasing importance of “Customer
Eco-systems”
Copyright © 2010 Mike Moir Consulting

6. CRM 2.0 Series mikemoir.com
CRM Distinctions
Traditional CRM Social CRM
Designed to improve interactions with business Designed to engage customer in collaborative interaction for
mutually beneficial result
Focus on “managing” the customer and Company to Focus on relationships by “engaging” in a more transparent
Customer relationship. and trusted environment.
Company sees to lead and shape opinions about Customer is seen as part of the beginning in the development
product and services. of products and services. Harness voice of the customer, vs
“corporate calculations”
Marketing focused on processes that target specific Marketing focused on building relationships by engaging and
corporate messages. observing and then directing conversations and activities
accordingly.
Insights gained from 360 view of customer activity with Insights gained from broader set of available information
company. including social presence.
Target & Transact with Customers Engage Customer in their “Ecosystems” & Communities
Tools automate business processes Tools must integrates into apps/services and data feed.
Mostly uni-directional programs All programs are bi-directional
Data & Process Driven Date, Process, Content & Conversation Driven
Business Markets, Sells and Services products and New model is based on constant improvement to products/
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services to customer. services in a co-collaboration feedback loop.

7. CRM 2.0 Series mikemoir.com
CRM 2.0 – Many Benefits
Sales Teams can now be equipped with significantly more relevant information about their customers
through an integrated view of their customers online conversations combined with digital analytics
(website, search, mobile, email etc) and existing CRM activity history.
Marketing Teams can now meet prospects at their point of need, connecting much earlier in the
buying process with real-time listening and monitoring of online conversations. Marketers can also
gain a greater insight into the behavior, sentiment and effectiveness of their marketing and
communication efforts which in turn can help them define and refine their creative, messages and
channels.
Customer Service Teams are now empowered to provide a memorable service by proactively
responding to customers on the customers terms, equipped with an integrated view of their entire
interaction, engagement and conversation history.
Product Development Teams can engage and collaborate directly with customers throughout the
development phases from the simple generation of ideas through to design, prototyping and testing
which can build significant advocacy and positive word of mouth. Companies like Dell actually
encourage, facilitate and solicit new product ideas directly from their customers and ask other
customers to rate these ideas.
Copyright © 2010 Mike Moir Consulting

8. CRM 2.0 Series mikemoir.com
CRM 2.0 - Tenants & Principles
• Compliments existing CRM processes
• Customer owns the conversation, not the company
• Requires Trust, Transparency, Openness
• Listening and learn before engaging
• Customer as co-collaborator
• Build Conversations into Collaborative Mutually Beneficial Experiences
• Companies should have the right internal mindset first
• Provides truer insight into your customers
• Measure and implement based on business goals & value
Copyright © 2010 Mike Moir Consulting

9. CRM 2.0 Series mikemoir.com
CRM 2.0 - Tenants & Principles
• Compliments existing CRM processes
• Customer owns the conversation, not the company
• Requires Trust, Transparency, Openness
• Listening and learn before engaging
• Customer as co-collaborator
• Build Conversations into Collaborative Mutually Beneficial Experiences
• Companies should have the right internal mindset first
• Provides truer insight into your customers
• Measure and implement based on business goals & value
Copyright © 2010 Mike Moir Consulting

10. CRM 2.0 - Context Diagram
Customer Ecosystem Existing &
Affinity Segments - Prospects – Customers – Advocates – Influencers – Partners – Competitors - Detractors Company Led
Social Media
Facebook
Myspace
Twitter
Linkedin
Communities
Forums
Social Sites
Principles
Social Web Trust
Authenticity
Reputation
Rules of Engagement
Wisdom of Crowds
Collaboration
Peer Support
Content Creation
Business Social Face-to- Organizational
POS Mobile Email Website Partners
Channels Media Face Tenants
Customer
Socially Socially Socially Socially Centricity
Social CRM
Capabilities Enabled Enabled Enabled Enabled
Trust, Authenticity
& Transparency
Traditional Marketing Sales Service Product Listen, Engage,
CRM Respond & Close
Loop
Coordinated
Incentives & Rapid Responses
People Skills Culture Knowledge Collaboration
Alignment & Agility

11. CRM 2.0 Series mikemoir.com
This presentation was brought to you by Mike Moir.
I help companies develop programs and design online
experiences to build successful relationships with their
audiences. I am a marketing strategist, web product
manager and social media professional. If you would like
more information please contact me.
www.mikemoir.com
Copyright © 2010 Mike Moir Consulting