3 Start the conversations with customers by listening and not leading The
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points that customers initially talk about are the top-of-mind memories These can be emotionally positive to neutral to negative, with the positives and negatives being the core of the word-of-mouth conversations customers have about you The number of people you talk to depends on your budget optimally, you want a large enough sample to clearly understand the breadth of experiences, expectations, and performance If your budget is tight, follow up with quantitative research, based on the qualitative (and a conjoint analysis to get at the trade-offs we all make in any process requiring a decision) Be prepared to do this more than once in your lifetime If the prospect of this frightens you, read (or reread) The Experience Economy, by James H Gilmore and B Joseph Pine II You will be surprised how many ventures that were leaders in customer-centric experiences in 1998 are either no longer around or exist as a shadow of their former glory The world is not a static environmentq
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oward the end of 2008, Gartner Executive Programs conducted a survey of CIOs that encompassed 1,527 enterprises in 48 countries across 30 industries, both private and public sector This survey looked at 2009 spending business and technology priorities of the CIOs Know what the number one business priority was Business process improvement Know what the number two technology priority was CRM Making this a very smart idea for a chapter But it isn t meant to be all that technical, certainly not as technical as the third edition Data and process become valuable when they solve business problems or enhance customer knowledge They don t really have value beyond that though, admittedly, those two areas are so broad they can encompass anything in the known universe What I m going to do with this chapter, to spare you business readers the agony of technical terms, is look at the most important parts of data and process those that are related to customers In the house of data, that means the consolidated customer record and, especially, something that existed mostly in principle five years ago when universal masters became something to talk about No, not masters of the universe, Klingon fool, I said universal masters Now preeminent and au courant, we have master data management (MDM), which is a far more intelligent approach to handling customer data than we have had the benefit of over the past several years When it comes to process, I ll traverse the worlds of business process management (BPM) and call upon process expert Dick Lee to take us through a
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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methodology that simplifies how to handle that BPM, and focus around customer-centered processes, rather than agnostic ones Why do it this way In 2008, Yankee Group conducted a global study for Amdocs on service providers in the wireless, wire line cable, and satellite markets They found that over 50 percent of the respondents were unable to clarify what a worthwhile customer experience should be The supposed reasons were that they lacked an integrated view of the customer and had segregated information jammed into what they called internal information silos a data issue They also blamed inconsistent business processes with disconnects across all business lines Even worse, they discovered that while 70 percent of the respondents felt that business processes have a direct impact on the customer experience, 28 percent said they didn t have the dedicated resources to either manage internal business processes or to meet customer experience focused KPIs However, there is cause for optimism here, not pessimism Fortyseven percent of the respondents said they were going to invest in customer experience focused KPIs, and a majority said they were going to make MDM and unifying business processes a priority That means they do get what they have to do when it comes to CRM and Social CRM That, once again, makes this a very smart idea for a chapter
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