How the Rise of Developer-Centric CRM Drives CS with Skyflow
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Amruta Moktali, Chief Product Officer, Skyflow Managing customer relationships well is critical for any business. And as your business scales up, it’s important to empower the people who manage these relationships with the best available technology, whether they are talking to customers one-on-one or using automation to handle customer interactions at scale. As customer relationship management evolves over time to become more developer-centric, we’re also seeing that these advancements help businesses to be more attuned to customer needs than ever before. This session will take a closer look at the current moment where companies are shifting toward a developer-centric approach to CRM. We’ll also discuss how developer-centric CRM technologies help to drive customer success and scale up revenues as customers manage when and how they engage with your brand. Finally, we’ll look at what you can do to empower developers in your organization to shift towards developer-centric CRM.
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How the Rise of Developer-Centric CRM Drives CS with Skyflow
- 1. Amruta Moktali Chief Product Officer Skyflow @amrutam How the Rise of the Developer-Centric CRM Drives Customer Satisfaction 1
- 2. The Evolution of CRM 2 IT & CIO Centric CRM SaaS CRM Developer Centric CRM ● First built and sold to CIOs ● Complex to deploy & customize ● Limited utility for sales & marketing ● Built for sales and marketing ● Easy to manage & customize ● Cost efficient and easy to deploy (no IT assistance required ) ● Direct customer engagement ● Custom app experiences ● SaaS CRM is gradually being replaced by CRM APIs
- 3. 3 Customer Success and Business Success Both Depend on Protecting Customers’ Data
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- 8. 8 Apple’s Privacy by Design Approach Give End Users Control Never Touch Sensitive Data Privacy-Preserving Interaction Design
- 10. #1 Boost Customer Satisfaction with a Customer Protection-First Architecture 10
- 11. 11 #2 Build Customer Protection into Your CRM API’s and Boost CS
- 12. 12 #3 Boost Revenue by Bringing Your Developers Problems to Solve, Not Projects to Implement
- 13. THANK YOU
Notas del editor
- The story of CRM is the story of increasing democratization (expanding access across business functions) and customization (adjusting customer engagements with data) in how companies understand and connect with their customers. We’re now in the third phase of this evolution. It started with: IT and CIO-Centric CRM: First built and sold to CIOs (and only met their needs) Complex to deploy and hard to customize Limited utility for sales and marketing teams Helps CIOs understand customer relationships at scale But, this generation didn’t meet the needs of sales and marketing, and wasn’t really customized for their needs or under their control. SaaS CRM: Built for sales and marketing, helps them manage sales and marketing relationships with customers Easy to manage and customize to support sales and marketing needs Cost efficient and easy to deploy (no IT assistance needed) This continues to grow, with entrants like HubSpot, etc. Where do we go from here? Expand the definition of “CRM” to any technology that lets a company engage with customers. Developer-Centric CRM: Customers engage directly with the brand through an app (Uber, Robinhood, AirBnB) Customer needs can be addressed with custom app experiences Across industries, SaaS CRM is gradually being replaced by CRM APIs Developer-centric CRM is also customer-centric CRM because this generation replaces many call centers as it lets developers manage, support, and customize customer experiences. It brings companies and customers together like never before
- Note: In a single sentence trying to make a point of the fact that whichever crm it is all of them deal with customer data which needs to be handled correctly . This is where I want to start talking about handling privacy of sensitive data Key points Developer-centric CRM is great! But, with so much customer data used in Developer-centric CRM workflows, it’s imperative that we rise to the challenge of protecting our customers
- Uber Shows How to Fix Early Mistakes and Protect Customers
- When Uber launched, some passengers received unwanted calls after being dropped off The problem? Uber didn’t encrypt phone calls between drivers and passengers to conceal phone numbers The solution? They developed phone number encryption (their customer protection-first technology, implemented with an API) to let passengers avoid sharing phone numbers with drivers The lesson? Build customer protection into your CRM APIs to boost CS
- When Uber launched, some passengers received unwanted calls after being dropped off The problem? Uber didn’t encrypt phone calls between drivers and passengers to conceal phone numbers The solution? They developed phone number encryption (their customer protection-first technology, implemented with an API) to let passengers avoid sharing phone numbers with drivers The lesson? Build customer protection into your CRM APIs to boost CS
- Apple shows that you can build data privacy and security into your architecture, rather than adding it as an afterthought. It’s an approach called privacy by design, and Apple is one of the best examples of it. Give End Users Control: Users have an easy way to control device privacy settings like which apps can access cameras and microphones. • Never Touch Sensitive Data: When designing their Wallet credit card solution, they asked, “Can we do this without storing payment card data?” As a result, they’re the only payments company that doesn’t store credit card numbers on its servers. Instead, they store the card number on your phone in the Secure Enclave SoC — a microchip built to store sensitive data. • Privacy-Preserving Interaction Design: When Apple launched their Wallet driver’s license, they designed user interactions in detail. They asked themselves, “How can users show their license to the police without compromising privacy?” Because they asked this question, they designed Wallet to let the police verify your ID without touching your phone. Apple sees data privacy as a first principle and differentiator, whereas many other companies treat it like an afterthought — until after a data breach.
- Note: In a single sentence trying to make a point of the fact that whichever crm it is all of them deal with customer data which needs to be handled correctly . This is where I want to start talking about handling privacy of sensitive data Key points Developer-centric CRM is great! But, with so much customer data used in Developer-centric CRM workflows, it’s imperative that we rise to the challenge of protecting our customers
- Note: In a single sentence trying to make a point of the fact that whichever crm it is all of them deal with customer data which needs to be handled correctly . This is where I want to start talking about handling privacy of sensitive data Key points Developer-centric CRM is great! But, with so much customer data used in Developer-centric CRM workflows, it’s imperative that we rise to the challenge of protecting our customers
- CRM APIs are about precision, automation, and honing in on what customers want CRM APIs let you serve customer needs on the customer’s schedule CRM APIs must protect sensitive customer data to ensure customer satisfaction and trust
- Avoiding missteps prevents damage to your brand from data breach notifications Being seen as trustworthy by customers encourages them to continue trusting your company
- Building developer-centric CRM means letting your developers unleash their creativity to solve business problems Don’t tell your developers what to build, and give them a detailed spec Do tell your developers what problems you need to solve, and give them detailed requirements Do include protecting customers, and their sensitive data, in those requirements