Emerce connect december 2011 gianfranco cuzziol 131211 final (4)

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The document discusses the changing nature of customer relationship management (CRM). It notes that CRM is becoming more focused on creating positive customer experiences through interactions across multiple touchpoints, rather than one-way interactions controlled by the brand. Additionally, CRM must be beneficial for both customers and the organization. The key aspects of new CRM highlighted are that it is everywhere and anytime, focused on engaging customers during important moments, and most importantly, about creating good experiences for customers.

Tecnología Viajes Empresariales

Customer Experience Marketing
The New CRM

gianfranco cuzziol
head of everywhereCRM

cuzziol.blogspot.com
gianfranco@cuzziol.com
@iamgfc

emerce connect amsterdam december 2011

an apology

emerce connect amsterdam december 2011

how many of you are marketers?

emerce connect amsterdam december 2011

Search for VW Darth Vader Commerial

emerce connect amsterdam december 2011

What’s our Facebook Page Going to Look Like?

What’s our Facebook Strategy?

What’s our Social Strategy?

What’s our CRM Strategy

What’s our Strategy?

emerce connect amsterdam december 2011

what CRM actually means?

emerce connect amsterdam december 2011

ownership cycle
engage customers when they’re most eager to hear from you
emotions in
Customer

Key customer
’ moments of truth ‘

emerce connect amsterdam december 2011

and sometimes when they don’t expect it

emerce connect amsterdam december 2011

in store

Search for Best Buy Digital Blue Shirts

emerce connect amsterdam december 2011

what do we see when we talk CRM?

Good CRM Bad CRM

Valued, relevant, engaging, Intrusive, pushy,
useful irrelevant,
exploitative, salesy
Good for the customer &
the organisation One way

emerce connect amsterdam december 2011

CRM Touch-Points

emerce connect amsterdam december 2011

the sweet smell of a good experience

emerce connect amsterdam december 2011

what good CRM looks like?

emerce connect amsterdam december 2011

the new CRM

Is

Everywhere

AND

Enywhere

emerce connect amsterdam december 2011

how many of you remember these?

how many of you actually influence these?

emerce connect amsterdam december 2011

these are what crm is all about

it’s about marketing…
…..and the experiences we create
emerce connect amsterdam december 2011

spicy pepperoni please

emerce connect amsterdam december 2011

going dutch

emerce connect amsterdam december 2011

wakey wakey !!

emerce connect amsterdam december 2011

online

Search for Google Checkout

emerce connect amsterdam december 2011

the 3 questions to ask about your CRM

emerce connect amsterdam december 2011

3 things to remember

emerce connect amsterdam december 2011

the new crm

IT’S ALL ABOUT THE EXPERIENCE

thank you
gianfranco@cuzziol.com
@iamgfc
+44 (0)750 6699795

cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc

emerce connect amsterdam december 2011

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Emerce connect december 2011 gianfranco cuzziol 131211 final (4)

1. Customer Experience Marketing The New CRM gianfranco cuzziol head of everywhereCRM cuzziol.blogspot.com gianfranco@cuzziol.com @iamgfc emerce connect amsterdam december 2011

2. an apology emerce connect amsterdam december 2011

3. how many of you are marketers? emerce connect amsterdam december 2011

4. emerce connect amsterdam december 2011

5. Search for VW Darth Vader Commerial emerce connect amsterdam december 2011

6. emerce connect amsterdam december 2011

7. emerce connect amsterdam december 2011

8. emerce connect amsterdam december 2011

9. What’s our Facebook Page Going to Look Like? What’s our Facebook Strategy? What’s our Social Strategy? What’s our CRM Strategy What’s our Strategy? emerce connect amsterdam december 2011

10. emerce connect amsterdam december 2011

11. what CRM actually means? emerce connect amsterdam december 2011

12. What CRM actually means? CRM is a philosophy with the audience at its heart. It is two-way interaction It is designed to strengthen the connection It HAS to be beneficial to the audience as well as the Brand. The consumers shape how they want to engage emerce connect amsterdam december 2011

13. the world of CRM is changing Lets for the sake of argument call the future CRM v3.15 • If you wait for the future it will pass you by • Its about making life easier/better • No longer based on ‘batch’ processing • it’s not controlled by the Brand emerce connect amsterdam december 2011

14. emerce connect amsterdam december 2011

15. ownership cycle engage customers when they’re most eager to hear from you emotions in Customer Key customer ’ moments of truth ‘ emerce connect amsterdam december 2011

16. and sometimes when they don’t expect it emerce connect amsterdam december 2011

17. emerce connect amsterdam december 2011

18. in store Search for Best Buy Digital Blue Shirts emerce connect amsterdam december 2011

19. emerce connect amsterdam december 2011

20. what do we see when we talk CRM? Good CRM Bad CRM Valued, relevant, engaging, Intrusive, pushy, useful irrelevant, exploitative, salesy Good for the customer & the organisation One way emerce connect amsterdam december 2011

21. CRM Touch-Points emerce connect amsterdam december 2011

22. the sweet smell of a good experience emerce connect amsterdam december 2011

23. what good CRM looks like? emerce connect amsterdam december 2011

24. the new CRM Is Everywhere AND Enywhere emerce connect amsterdam december 2011

25. how many of you remember these? how many of you actually influence these? emerce connect amsterdam december 2011

26. these are what crm is all about it’s about marketing… …..and the experiences we create emerce connect amsterdam december 2011

27. emerce connect amsterdam december 2011

28. spicy pepperoni please emerce connect amsterdam december 2011

29. going dutch emerce connect amsterdam december 2011

30. wakey wakey !! emerce connect amsterdam december 2011

31. emerce connect amsterdam december 2011

32. online Search for Google Checkout emerce connect amsterdam december 2011

33. the 3 questions to ask about your CRM emerce connect amsterdam december 2011

34. 3 things to remember emerce connect amsterdam december 2011

35. the new crm IT’S ALL ABOUT THE EXPERIENCE

36. thank you gianfranco@cuzziol.com @iamgfc +44 (0)750 6699795 cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc emerce connect amsterdam december 2011

Emerce connect december 2011 gianfranco cuzziol 131211 final (4)

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