There is a simmering conflict between customers and their vendors. Across the Internet customers are bashing vendors who they believe are providing poor products and services, and policies that drive them crazy. Many vendors have no idea of the magnitude of the problem or if they are in the crosshairs. In this talk renown CRM analyst and author Denis Pombriant discusses his new book “SFTC: Solve for the Customer,” which discusses the issue and how only a business process orientation will change the status quo.

1. Denis Pombriant
Managing Principal
Beagle Research Group, LLC
SFTC*
Solve For The Customer

2. The Problem
 Guerilla War 1.0
 What’s your Sucks
Score?
Company Sucks Score
Exxon Mobile 5,500,00
Wal-Mart Stores 11,700,000
Royal Dutch Shell 1,490,000
BP 16,900,000
General Motors 651,000
Oracle 1,540,000
Rolls Royce 452,000
SAP 9,790,000
Harvard University 397,000

3.  PissedConsumer.com
 “xxx Bank stole my cahs (sic) rewards”
 “xxx Bank — modification request not properly
handled, home in foreclosure”
 “xxx Bank — I was lied to”
Guerilla War 2.0

4.  “xxx Airlines Unscrupulous, xxx Airlines
Steals Money!”
 “xxx Airlines Ripoff. Abuse, incompetence
Houston Texas”
 “xxx Airlines … not a good way to start or
finish a vacation, Chicago, Illinois”
RipOffreport.com

5.  “xxx — Constant wrong orders!”
 “xxx — Discrimination”
 “xxx — Price discrepancy”
 “xxx — Dirty hands of employees, Rude
behavior”
ComplaintsBoard.com

6. Consumerist.com
“We are sold out of : 32 ct. Tums Ultra
chewy, cherry antacids (245-05-0141).
Please substitute: 10-ct. Trojan bare skin
condoms (245-03-0387).”
How We Got Here

7.  Customers have a megaphone
 You don’t sell, they purchase
 The customer lifecycle has changed
 Your automation is inadequate
 But that’s not the point
What Has Changed

8. Too many vendor systems are systems of
record (transaction) with happy faces.
What Is the Point?

9.  Vendors think about
transactions
 Customers think
about processes
 The customer
experience is all about
process
 Customers with
broken processes
have bad experiences
and tell the world
More to the Point

10. Discover
Engage
Buy
Use
Bond
Advocate
Today’s Customer Lifecycle

11. The Real Thing

12. Many Brands

13. Un-regulated

14. Buy it on Amazon

15. Moments of Truth
Event 1
Event 2
Event 3
Event
n…
Managing
Cascades

16. Anna Karenina Lifecycle
Discover
Engage
Buy
Use
Bond
Advocate
Moments
of Truth

17. The Anna Karenina Principle
“Happy families are all alike. Every
unhappy family is unhappy in its own
way.”

18. Woody Allen

19.  People – Enable people to do good work
 Process – Support them with systems of
engagement not simply systems of record
 Technology – New technology outlook with
linked elements, workflow, collaboration,
analytics, social, multi-platform
Same Old Story

20.  Use Good Judgment
 We are as maniacal about
our metrics as our mission.
 We Solve For The Customer
(SFTC).
 We are radically transparent.
HubSpot’s Culture Code

21.  We give ourselves the autonomy to be
awesome.
 We are unreasonably picky about our
peers.
 We invest in individual mastery and
market value.
 We constantly question the status quo.
People

22.  Knowing what your moments of truth are
 A software platform that incorporates the
tools that drive process
 Rapid application development and
deployment process
 So that you can be in your customers’
moments of truth
Process Orientation

23.  Social listening
 Moments of Truth: Are you delivering the
value that customers want and expect?
 How do you know?
 If you ask your customers, they’ll tell you.
 Got community?
Knowing Your Moments of Truth

24.  Filtering the social stream
 Key words, brand, product, company,
individuals, #, @
 Bucket the results to start internal
cascades.
 Enhancements, How-to, Complaints,
Business issues, Complements, Theft…
Ad hoc Community

25. Managed Community

26. Mediated Community

27.  Makes CRM a system of engagement not
just a system of record
 Ties together process by bringing linking
technologies and data
 Eliminate coding and rely on the platform
 Enables process support, in the moment
of truth
 So that you don’t suck
Platform

28.  Select a vendor
 Hire a professional manager
 Design and build site
 Start slow but also get some quick wins
 Let them lead
 Atmosphere of trust
 Say thank you!
My Advice

29.  Engage, improve NPS
 Sharpen value proposition
 ID broken cascades
 ID new products and services
 Discover what’s important
 Develop metrics around the new value
proposition
Solve for the Customer

30. Suck

31. Beagle Research Group, LLC
www.BeagleResearch.com
781-297-0066
Thanks!