The document discusses the changing nature of customer relationship management (CRM). It notes that CRM is becoming more focused on creating positive customer experiences through interactions across multiple touchpoints, rather than one-way interactions controlled by the brand. Additionally, CRM must be beneficial for both customers and the organization. The key aspects of new CRM highlighted are that it is everywhere and anytime, focused on engaging customers during important moments, and most importantly, about creating good experiences for customers.

1. Customer Experience Marketing
The New CRM
gianfranco cuzziol
head of everywhereCRM
cuzziol.blogspot.com
gianfranco@cuzziol.com
@iamgfc
emerce connect amsterdam december 2011

2. an apology
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3. how many of you are marketers?
emerce connect amsterdam december 2011

4. emerce connect amsterdam december 2011

5. Search for VW Darth Vader Commerial
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9. What’s our Facebook Page Going to Look Like?
What’s our Facebook Strategy?
What’s our Social Strategy?
What’s our CRM Strategy
What’s our Strategy?
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10. emerce connect amsterdam december 2011

11. what CRM actually means?
emerce connect amsterdam december 2011

12. What CRM actually means?
CRM is a philosophy with the audience at its heart.
It is two-way interaction
It is designed to strengthen the connection
It HAS to be beneficial to the audience as well as
the Brand.
The consumers shape how they want to engage
emerce connect amsterdam december 2011

13. the world of CRM is changing
Lets for the sake of argument call the future CRM v3.15
• If you wait for the future it will pass you by
• Its about making life easier/better
• No longer based on ‘batch’ processing
• it’s not controlled by the Brand
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15. ownership cycle
engage customers when they’re most eager to hear from you
emotions in
Customer
Key customer
’ moments of truth ‘
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16. and sometimes when they don’t expect it
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17. emerce connect amsterdam december 2011

18. in store
Search for Best Buy Digital Blue Shirts
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20. what do we see when we talk CRM?
Good CRM Bad CRM
Valued, relevant, engaging, Intrusive, pushy,
useful irrelevant,
exploitative, salesy
Good for the customer &
the organisation One way
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21. CRM Touch-Points
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22. the sweet smell of a good experience
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23. what good CRM looks like?
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24. the new CRM
Is
Everywhere
AND
Enywhere
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25. how many of you remember these?
how many of you actually influence these?
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26. these are what crm is all about
it’s about marketing…
…..and the experiences we create
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28. spicy pepperoni please
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29. going dutch
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30. wakey wakey !!
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31. emerce connect amsterdam december 2011

32. online
Search for Google Checkout
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33. the 3 questions to ask about your CRM
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34. 3 things to remember
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35. the new crm
IT’S ALL ABOUT THE EXPERIENCE

36. thank you
gianfranco@cuzziol.com
@iamgfc
+44 (0)750 6699795
cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc
emerce connect amsterdam december 2011