Linda Sharp explores a highly analytical approach to how marketing and innovation can successfully intersect.

1. Submit/Vote Innovation Ideation:
BIG Data Dilemma. What’s NEXT?
Winter 2013
An Innovation Community Initiative
To Compete on Relationships
Informed by
The Religence Framework for CRI
Customer Relationship Intelligence
Community Relationship Intelligence
©2013 Religence®, Registered USPTO, Patent Number US 7,526,434

2. Dilemma:
Idea OVERLOAD.
Popular ideas likely incremental.
Breakthrough ideas missed.
Engagement record lost.
Business value not captured.
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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.
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7. Operational CRI
It’s What’s Next!
Collaboration
Maturity Model
User Groups Collaboration
Social Layer
SIGs Business
Intranets Processes
Enterprise
Extranets Platforms • Operational CRI
Portals Online • Other
Wikis Communities Cross-Functional
Blogs Methods & Tools
© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

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).
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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 $

10. Breakthrough Measures Effect in
Relationship
Cause-and-Effect.
Relationship Numeric Proxy for
Interactions.
Value Metric Elegant.
• KPI for
Relationship
Development
RV The
• Leading Indicator Missing
for Profit and
Satisfaction Metric
© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

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?
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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
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13. ™
RV-Q: Strategic, operational
guidance for
executives while
A Quick Way to back-testing to
validate RV as a
Compete on leading indicator.
Relationships
• KPI for
Relationship
Development
RV How well does
what people DO,
quantified by RV-Q,
• Leading Indicator correlate to
for Profit and what people SAY…
Satisfaction for Innovation, for
Satisfaction?
© 2012 Religence®, Reg. US PTO, Pat.# US 7,526,434

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.
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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

19. Why Religence?
1. We know how to measure Social Business for value creation--
how to make sense of the chaotic crush of relationship Interaction
data …how to harvest relationship gold, to tie it to business results.
2. Seminal, foundational CRI Patent for the Relationship Age.
3. CRI Framework for Real-Time Operational CRI.
4. Seasoned, innovative team to collaborate with you.
5. Thought leadership—CRI Book, global recognition with top
ranking in McKinsey-HBR Management Innovation Challenge .
Let’s Do It…
Contact our CEO directly: Linda Sharp (415) 771-7473 Linda.Sharp@Religence.com
2090 Green Street * San Francisco CA 94123
www.religence.com
©2013 Religence®, Registered USPTO, Patent Number US 7,526,434

20. Unifying CRI
Analytical Tools Mashup Real-Time FRAMEWORK for
CRI Data with Enterprise Financial Data
Operational
Relationship Relationship Value KPI
METRICS PATTERNS
Control and Profit
Operational Social CRI CRI Tracking System
over Customer Lifecycle
PROCESS Collaboration
PROCESS Collaboration
Operational Workflow:
Operational Workflow:
Customer Experience
Marketing CRM
Online Communities
Management (CEM)
Social
Automation Customer
Media Relationship
(Acquisition
Management
PLUS
Retention) (Closing)
(Formerly Sales
Force Automation)
Enterprise
Applications
©2009 Religence®, Registered USPTO, Patent Number US 7,526,434

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.