Loosely coupled systems across customer engagement
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A lightning talk about connecting best of breed customer engagement (CRM) systems in the cloud. Benefits of giving diverse teams the tools they need rather than forcing a monolithic one size fits all approach. presented at Museum's and the Web Asia, Melbourne, October 6th 2015
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Loosely coupled systems across customer engagement
- 1. Loosely coupled systems across customer engagement Presented by Dan Collins @dan_v_grid Head of Digital & Technology Museum of Applied Arts & Sciences October 2015
- 2. Loosely coupled systems across customer engagement
- 3. Loosely coupled systems across customer engagement
- 5. 1. Right time for the Museum Marinco Kojdanovski
- 6. 2. Right time for the tools Marinco Kojdanovski
- 10. Do we need to build?
- 11. Get on with it!
- 12. Get on with it!
- 13. No herding cats
- 14. Where are we? • Consolidated data across a number of cloud systems • Teams across the Museum have the specific tools they need • Automation (where it makes sense) • More responsive to the needs of customers and visitors
- 15. Next steps.. • Integrating online ticket sales • Expanding our online store • Improving engagement with educators
- 16. Start small
- 18. The whole is more than the sum of its parts.. Marinco Kojdanovski
- 19. Loosely coupled systems across customer engagement Presented by Dan Collins @dan_v_grid Head of Digital & Technology Museum of Applied Arts & Sciences October 2015
Notes de l'éditeur
- Hi I'm talking about the recent experiences at MAAS of using loosely couple systems for customer engagement.
- What do we mean by customer engagement? Specifically today I'm talking about any of the systems we use to manage customer information. Customer engagement serves a very important role. There are lots of people from right across the business involved, a lot of different approaches, a lot of different tools It's a difficult set of challenges, but important to get working right.
- Describing a way of connecting two different applications for the purpose of sharing data. The reason you'd do this is that each system can provide a different set of features to teams working on different aspects of customer engagement.
- Its fair to say we've attempted three projects to improve the systems in support of customer engagement First - Single one size fits all - no one was happy Second - two many cooks at the table - project never got off the ground So earlier this year decided to make another attempt at the problem - it was the right time for us - in two important ways
- We'd recently rolled out a new strategic plan - and we needed to find new ways to deliver on the goals defined. There was a lot of change at the Museum, staff leaving, new staff coming in - we could take advantage of the disruption Sign people up to the plan before they knew what hit them.
- Cloud based tools have now established themselves as a viable option for mission critical systems. Most of the kinks in the cloud approach has been worked out. As a result the organisation was comfortable to work with new software models
- So to get started we adopted an approach where we knew where we wanted to go - Customer Engagement Nirvana the vision piece was understood However the exact plan wasn’t obvious – and we knew it would be subject to change.
- Lots of odds and ends. Nothing connected. 15 years of working in silos. However, one thing that was working for us was Salesforce. We knew that it would manage that core CRM function well...given it started life as a native cloud app - it easily connect to other tools when we needed to solve very specific customer engagement challenges.
- We found the was rich marketplace of cloud based applications for the purpose of customer engagement. We also found there was an emerging marketplace for tools designed to do the hard work of making the connections between systems - connecting ticketing to your CRM for example.
- There isn't an ‘out of the box’ way of connecting everything - and we had to roll up the sleeves and write a connector between wordpress and salesforce - our team at the Museum handled much of that.
- The forth aspect of the plan was moving quickly - which we did. The first real challenge came when some new staff in marketing decided they wanted a different tool to manage email campaigns. Although that wasn't in the plan, not even the rough plan - it didn't become a road block and we were able to find a way to connect what they wanted - and the project could continue.
- The forth aspect of the plan was moving quickly - which we did. The first real challenge came when some new staff in [NEW SLIDE] marketing decided they wanted a different tool to manage email campaigns. Although that wasn't in the plan, not even the rough plan - it didn't become a road block and we were able to find a way to connect what they wanted - and the project could continue.
- So not having to force a single way of doing something came to be seen as another advantage of the ‘vague plan’ approach. We could let teams roam freely to choose what they wanted as long as they new where home was
- So we are about 4 or 5 months into this project Consolidated data across a number of cloud systems. Teams across the Museum have the specific tools they need. Automated some processes (where it makes sense) Most importantly we are more responsive to the needs of our customers and visitors.
- Integrating ticketing Expanding our online store Improving our engagement with teacher and the education audience A few thoughts on loosely coupled or cloud applications in general -
- We did, trial some stuff with a credit card, we are paying less that we were for our tools a year ago.
- Not everything has to connect However, if the point of customer engagement systems is to better understand our audiences ..we need the data in these systems to be up to date. So it makes sense to automate the 'up to date' piece ..and the good news is that it is easier than ever before. One final point
- This final point is about not being limited by the features of one application, its about the benefits gained from choosing the best tool for a diverse set of requirements within your organisation. If staff 'across the customer engagement spectrum' have the right tools needed to do their specific job, then it follows that you are going to improve outcomes for your customers.
- Hi I'm talking about the recent experiences at MAAS of using loosely couple systems for customer engagement.