2. Dilemma:
Idea OVERLOAD.
Popular ideas likely incremental.
Breakthrough ideas missed.
Engagement record lost.
Business value not captured.
2
3. Relationship Age
Opportunities
Measure what matters for business
results. Operationalize Social Business.
Make sense of the data --
Make the data come alive!
Get closer to customers. Innovate.
CRI can help YOU lead this BIG change.
3
4. A Community Approach to
Win in the Social Media Wild, Wild West
Draws Relevant People into the Enterprise’s Communities,
the Enterprise’s Technology
e-CRI
CRI
Segments YouTube
Twitter
Social CRI Facebook
LinkedIn Communities
Pinterest
Google+ Social Media
Wild, Wild West Rules
5. A Deliberate, Systematic PROCESS
To Map, Measure, and Manage a Community’s
Critical Interaction Processes
Interaction Sponsor(s)/ Sponsor(s)/
Leaders Leaders
Process Interactions Interactions
Flow Known Unknown
Member Competitive Profit
Interactions Advantage At Risk
Known
Member Retention Sponsor(s)
Interactions At Risk At Risk
Unknown
Developing a relationship is a joint collaborative process between the community
member and the community sponsor(s) and leaders that moves a relationship forward or
backward. Measuring and managing the Interaction Process Flow optimizes value.
6. Unifying CRI FRAMEWORK:
Shift Focus and Funding to Retention and a
Stakeholder Community.
7X as much is spent on
acquiring customers
as is on
retaining
them.
Align Marketing/ Sales/ Customer Service and Communities with a common
relationship development process. Relationships drive business.
6
8. Social Business Shifts the Focus from:
Company & Product to Customers
RISK to ADVANTAGE
Backward Looking Forward Looking
Innovation to Meet Customer’s Real-Time Expectations
Measure with our Patented Relationship Development Process for
Real-Time Operational CRI:
• Manage looking forward with Relationship Value,
a leading indicator for profit.
• Decide based on Variable Interaction Costs tied to
individual customers instead of allocation or headcount.
• Rely on what individual people actually DO (Interactions)
not on aggregated trends (what people SAY they’ll do).
8
9. Other Relationship METRICS
• Interaction Data measures buzz and momentum in a Community.
• Interactions in a Community are among members, some of whom are leaders. Any or
all of the leaders or members could be from the sponsor or sponsors.
• Other metrics include conversion rates, retention rates, referral rates, variable cost-
per-contact, Customer Lifetime Value, and step duration. Specific to Social CRI and
Communities are % participation and people and information flow—in and out.
Critical Interaction Process Metrics: Social CRI Segment CRI
Data Box Data Box
Expectation Community Standard Industry Standard
Brand Value Brand Value
Elements of
Product Value Product Value
Value
Experience Value Experience Value
Actions & Member Action Customer Action
Interactions Sponsor Action Seller Action
Process
Step Duration Step Duration
Efficiency & % Participation Yield %
Effectiveness Member Cost $ Customer Cost $
Sponsor Cost $ Seller Cost $
11. Real-Time Operational Control for
Frontline Staff and Managers:
Results Based on Real-Time Operational Data:
• What is happening right now with individual
customers? At what cost? For what effect?
• How does the customer experience
Real-Time
compare to previous successful patterns? Dynamic Patterns
• What is best to do next to develop the
customer relationship?
• What is the most profitable action to take? Real-Time
Decisions
• How well is this strategy working
in real time?
11
12. Strategic Operational Control for
Executives:
Results Based on Real-Time Operational Data Tied to Individual
Contacts and Real-Time Profit:
• Where are you making more money?
• Are you growing high-value customers?
• Are Communities making a difference?
• How well are you driving profit and satisfaction?
• How can you achieve sustainable
competitive advantage? Real-Time
Dynamic
• How can you repeat Patterns
Real-Time
success? Decisions $
• Where should you focus next? Real-Time
Profit Results
12
14. ™
RV-Q Pilots: Is RV a Leading Indicator?
Is Your Next New Thing, the Right New Thing?
Step One: Gather product and process innovation ideas from top priority
customers using Enterprise Feedback Management Tools. Identify lead users as
well as other internal and external key players.
Step Two: Develop pro forma high-level Customer Relationship Process model
of ~ 100 major Interactions and some 30 associated Voice of the Customer
Interactions. Determine what data is available to support it.
Step Three: Identify critical process gaps. Map the customer experience to
understand Customer Value. Innovate incremental and breakthrough change.
Step Four: Populate the pro forma model’s major Interactions with Relationship
Value and Variable Interaction Costs. Correlate to actual historical Interaction
Record of customers. Demonstrate the efficacy of RV as a leading indicator.
Step Five: Track RV-Q and what people DO going forward with a Social CRI
CRI (Customer Relationship Intelligence) Tracking System. Facilitate a new,
breakthrough Innovation Community with lead users/ key players at its core.
Open new relationships with existing customers. Open new customer segments.
14
15. Critical Community Building
Processes/Initiatives
Start-Up Processes—Purpose, Leadership, Infrastructure, Controls
Sustaining Processes—Development, Measurement, Management
Initiatives--Once the value aspects for a community to BE are in place,
here’s what a community can DO:
Community Support Initiatives
• Leader Processes
• Member Processes
Community Evangelizing Initiatives
• Leader Processes
• Member Processes
Community Collaboration Initiatives (See example.)
• Leader Processes
• Member Processes
16. Community Collaboration Initiative
In this example the purpose is to innovate/
collaborate on new approaches.
Leader Processes Member Processes
Confirm initiative purpose Accept invitation to join initiative
ID core leadership team Self-nominate onto initiative
Recruit core leadership team Collaborate
Announce initiative to community Make additional comments
Accept self-nominated members Accept recognition
Hold kick-off meeting Invite others to join community
Collaborate (8 steps)
Ask for comment on solution Collaborate
Publish final document 1. Ask for ideas
2. Make sure SMEs participate
Publicize solution 3. Receive/digest ideas; iterate
Recognize/reward participants 4. Ask for more input
5. Survey community
Invite members to invite others
6. Report back; ask new questions
into community 7. Repeat as needed
8. Document solution
17. Community Collaboration Initiative Color Code
Member Leader Process
Leader and Member Processes Process Process Overlap
Critical Interaction Process Example
Confirm ID Core Recruit Core Accept
Initiative Leadership Leadership Invitation to
Purpose Team Team Join Initiative
Announce Self-Nominate Accept Self- Hold
Initiative to onto the Nominated Kick-off
Community Initiative Members Meeting
Ask for Make Publish
Collaborate Comment on Additional Final
Solution Comments Document
Recognize Invite Others
Publicize Accept
& Reward to Join the
Solution Recognition
Participants Community
18. Executive Briefings and Workshops
1. Start CRI with Retention: The MONEY Is in Retention
2. Social CRI: A Community Approach to Win
in the Social Media Wild, Wild West
3. Stakeholder Communities: A New Source of POWER and Innovation
4. Measure Social Business with CRI: for Real-Time Management/
Operational Control/ Profit
5. Measure Strategy Execution with CRI: to Compete on Relationships
6. Measure Value Creation with CRI: for Long-Term Success
7. Measure Innovation Community with CRI: to Tie to Business Results
8. Measure Performance Innovation with CRI: for Repeatable Success
9. Measure Collaboration with CRI: Operational CRI Is What’s Next
10. Anticipate What Customers Experience: with Value Creation Maps
11. The Missing Metric: Relationship Value Breakthrough
12. CRI: Customer Fundamentals to Thrive Anytime
21. Dachis Group
Yet businesses are still fairly immature with digital
M aturing
Competent
W ebinars
online video
big data gamification
direct mail P2P video cloud
social media mobile
apps
Immature
(cc) 2012 Dachis Group. Creative Commons. Some Rights Reserved.