This document discusses how businesses can compete in the "Relationship Age" by measuring and operationalizing customer relationship intelligence (CRI). It introduces Religence's CRI framework, which helps integrate marketing, sales, services and other functions to create stakeholder value through social CRI and communities. The framework provides consistent metrics like Relationship Value to measure interactions and guide real-time decisions. Pilot programs are proposed to validate Relationship Value as a leading indicator for profit and innovation. Executives are invited to workshops on applying CRI for retention, social media, stakeholder communities, strategy execution and long-term success.

1. Measure What Matters in the
Relationship Age
Fall 2012
To Compete on Unique Relationships
Gain Sustainable Competitive Advantage
Informed by
The Religence Framework for CRI
Customer Relationship Intelligence
Community Relationship Intelligence
©2012 Religence®, Registered USPTO, Patent Number US 7,526,434

2. Dilemma:
Information Age
morphing into
Relationship Age,
business processes stuck in
Industrial Age!
2

3. Relationship Age
Opportunities
Transform the Enterprise…
operationalize Social Business.
Make sense of the data -- measure
what matters for business results.
Get closer to customers. Innovate.
CRI can help YOU lead this BIG change.
3

4. Corporate Strategy
MARKETING CRI
INTEGRATES ALL FUNCTIONS
SERVICES
SALES

5. Stakeholder Value Creation
Social CRI
Customers / Employees / Influencers /
Prospects / Partners / Interested
Suspects Suppliers Parties

6. Unifying CRI Framework
Consistent Metrics, and Deliberate, Systematic Process
From Communities to the Enterprise
e-CRI
CRI
Segments YouTube
Twitter
Social CRI Facebook
LinkedIn Communities
Pinterest
Google+ Social Media
Wild, Wild West Rules

7. 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).
7

8. 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

9. 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?
9

10. 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
10

11. ™
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

12. ™
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: Configure 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.
12

13. 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

14. Will Marketing Lead?
RV-Q Pilot Project:
A quick way to compete on relationships. Strategic, operational
guidance for executives while back-testing to validate
Relationship Value as a leading indicator for profit and satisfaction.
RV-Q Innovation Initiatives:
Take a customer point of view for Relationship Age Innovation.
Map and track the customer experience to compete on relationships.
Operational CRI Retention Initiative:
Compete on unique relationships, tied to profit. Start with Retention
where the MONEY is. Collaborate with Sales/ Service/ Finance to
leverage Stakeholder Community relationships for growth.
14

15. 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. Anticipate What Customers Experience: with Value Creation Mapping
8. The Missing Metric: Relationship Value Breakthrough
9. CRI: Customer Fundamentals to Thrive Anytime

16. 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 distill the 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
©2012 Religence®, Registered USPTO, Patent Number US 7,526,434