Pieces to the puzzle.

The last few months i’ve been observing various people on twitter regarding CRM, CEM, AND SCRM.

One of those people is Graham Hill, @grahamhill has shared his knowledge in the field of customer centric innovation, which means deliver  the best possible products and services that satisfy completely the jobs and outcomes customers are trying to accomplish through co-creation.

Here’s what he has said, the pieces of the puzzle….

  1. Customer Relationship Management (CRM) is about corporations
  2. Customer Experience Management (CEM) is a half way house.
  3. Social (CRM) is about customers.We are still learning what Social CRM is, how it works and how it co-creates value.
  4. Co-creation requires a new thinking.
  5. Need to know what customers value at influential points along the end to end customer experience.
  6. This means embedding accumulated knowledge, skills and experience into the design of touch points.
  7. Then need to provide an experience platform that enables customer to co-create said value.
  8. and in training customers to co-create more value themselves. Knowledge transfer is critical, but not the tired old Knowledge Management
  9. Outcome Driven Innovation sits at the forefront of Innovation
  10. Customer-centric Innovation provides a larger complementary view.
  11. Jobs and Outcomes is just one of a number of tools in use for triangulating customer needs. But it’s a rather good one.
  12. Marketing and sales need to understand Social CRM’s broader opportunities
  13. Customer Centricity means: 1. developing a deep understanding of customer needs through customer jobs and outcomes
  14. Customer Centricity means: 2. Smart customizing products and services so customers can get just what  they need
  15. Customer Centricity means: 3. having the capability to dynamically reconfigure your deliver systems
  16. Customer Centricity means: 4. having a lean support system that doesn’t waste any resources
  17. Customer Centricity means: 5. Managing customers for value across the customer portfolio.

 After finding these various  tweets that  were said by @grahamhill, just like a piece to a puzzle, i began rearranging them and playing with these various tweets to see how they fit together, and once i did just that, this model came to me.

Synergy creates opportunity, an alignment of thoughts, feelings, actions and mindsets delivered to arrive at a focal point.

model

 After putting some of those pieces together observing  them and seeing what it actually meant this is what i came  up with:

  1. Customer Relationship Management (CRM) is about corporations (Black Area)
  2. Customer Experience Management (CEM) is a half way house.(Blue Area)
  3. Social (CRM) is about customers.(Red area)We are still learning what Social CRM is, how it works and how it co-creates value.(Red area leaning towards purple area)
  4. Co-creation requires a new thinking.(Purple area identified leading to grey area)
  5. Need to know what customers value at influential points along the end to end customer experience.(Purple area)
  6. This means embedding accumulated knowledge, skills and experience into the design of touch points.(Light blue, brown, purple area)
  7. Then need to provide an experience platform that enables customer to co-create said value.(Purple area)
  8. and in training customers to co-create more value themselves. Knowledge transfer is critical, but not the tired old Knowledge Management (Brown area)
  9. Outcome Driven Innovation sits at the forefront of Innovation (Light blue area)
  10. Customer-centric Innovation provides a larger complementary view.(Light blue, brown, purple area)
  11. Jobs and Outcomes is just one of a number of tools in use for triangulating customer needs. But it’s a rather good one.(Light blue area)
  12. Marketing and sales need to understand Social CRM’s broader opportunities (Brown area)
  13. Customer Centricity means: 1. developing a deep understanding of customer needs through customer jobs and outcomes (Light blue area with help of brown area build upon purple area, create grey area)
  14. Customer Centricity means: 2. Smart customizing products and services so customers can get just what  they need (grey area)
  15. Customer Centricity means: 3. having the capability to dynamically reconfigure your deliver systems (light blue, brown purple area working together)
  16. Customer Centricity means: 4. having a lean support system that doesn’t waste any resources (Light blue area, brown area, purple area)
  17. Customer Centricity means: 5. Managing customers for value across the customer portfolio. (Light blue, brown, purple area)

So, i thought now that  some of these pieces are aligned and put together, then the big picture is more visible, my conclusions thus far.

The new thinking has already begun with innovation (Light Blue area) but is it enough to really co-create value and isn’t our reach to create the ultimate co-creation of value?

This new  thinking according to marketing and sales (brown area) has it identified and accepted the thinking of innovation? Has it aligned with the  principles of innovation and worked with innovation?

Is this new experience platform (purple area) even possible if the marketers and sales don’t align themselves with innovation mindsets, which is to get jobs done?

Is the (purple area) even possible without even understanding what SCRM truly is and how it can be implemented to help the (light blue and brown area to achieve the (grey area) which is the ultimate co-creation of value?

If the model serves  us correctly then we can make some assumpitons.

In order for a new mindset of thinking we need to align Innovation, Marketing and Sales and experience platform (light blue + brown + purple) to achieve ultimate co-creation. (grey area)

We need to educate customers who are involved in the SCRM, after all it’s been identified SCRM is the customers, not the companies. But that doesn’t mean that Companies CEM can’t teach customers, but to teach them correctly, you have to have the (brown area) team also help in the initiative to teach customers how to co-create value.

It seems then, the assumption serves correctly, aligning an equal amount of Innovation, Marketing and Sales and co-creation experience platforms will lead to the ultimate added value.

(Light blue + Brown + Purple = Grey)
So then we must align Innovation people with new thinking marketing and sales people, with Social Media Consultants, engagers which are identified by the (Purple Area) to get to the greay area.

Where do call centers sit?
Questions? Questions and more Questions?

What do you think?

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Spiro Spiliadis

Thanks for taking the time to read my post. If you're interested in topics such as Innovation, Scrm, Value Co Creation and other interesting emerging topics please follow me on twitter. To find out more of what I do you can find out here

13 Comments

  1. Janet Vanderhoof

    The grey area, that may be where the answer lies. Don't we get into trouble when there are absolutes and not considering a more personal, unique view to each customer and their needs.

    Like you thinking outside the Silo.

    Question could you solidify, and compact the idea into 72 words?

  2. Spiro, thank you for sharing your post. My concern with this model is that it is more complex than is needed, more complex than will make sense to customers and corporations alike.

    Paul Greenberg has nailed the definition of social CRM here: http://blogs.zdnet.com/crm/?p=829 and I think it does a great job of covering what it is, and is not.

    In my opinion Social CRM is the entire box, not a small component of it, not just about customers but about and for all members of the value chain (partners, customers, corporations, etc.). This is not a disagreement with Paul's claim that it is an extension of CRM, this is just my way of saying it is the extension and the replacement for the separate tools that have collectively failed to solve the greater customer relationship problem.

    John Moore
    http://twitter.com/JohnFMoore

  3. Let's say it this way and again this is observational thoughts, to trigger connections if it may.

    We can't dismiss CRM or CEM, and now we are learning what SCRM truly is, so we have the answers to what works and what doesn't with CRM and CEM, but we are learning and growing to what SCRM is.

    so if we take the trials and tribulations of CEM and CRM and only take what's necessary to the next level at the same time use SCRM in lessons learned and unfold possibilities you will have an alignment.

    Look at it this way, blue team, brown team and purple team, blue team beng innovation does it's part, brown team being marketing, sales, customer service doing it's part, and purple team dong it's part as far as social mediau specialists, both equal and interdependent on their respective states.

    So, when CRM works with CEM, innovation does it's part, when marketing and customer support works with SCRM we create that brown team, and when CEM works with SCRM we have the purple team.

    my observation is the purpose of showing that co-creation is alignment raised to the next level, there will always be new customers coming in, and needs to be met, there will always be those experiences, the point of SCRM, from a customers perspectives as i am stating with the knowledge of what CEM and CRM are trying to do is elevate the customer to being a conscious participant in the model thus giving equal alignment to the focal point which is ultimate co-creation value.

  4. Thanks Spiro. My favorite comment, and the one I completely agree with, is: "elevate the customer to being a conscious participant in the model thus giving equal alignment to the focal point which is ultimate co-creation value." Very well said.

    I am excited to have you joining into the conversations.

    John
    http://twitter.com/JohnFMoore

  5. Let me start by saying that I fully agree with John Moore: I'm exited to have you engaging in the conversations on CEM, CRM and SCRM. Engaging with people like Graham Hill, John Moore, Esteban Kolsky, Arie Goldshlager and many others, is like being at business school, yet much more interactive and with a much steeper learning curve. Like you, anyone else who is interested in these kind of discussions: join in!

    Now to your model: I also believe it is making the world too complex.

    Let me explain my thoughts as succinct as I can (prepare for a lengthy answer ;-)

    CRM is about corporations, could also read: CRM is about inside-out thinking. Inside-out is another way of saying " it is more about companies pushing how they see the world than companies listening to their customers". CRM is about understanding WHO your customers are and not about understanding WHAT your customers want/need/are trying to achieve. CRM uses this understanding to push a message to a targeted group. Better than mass-marketing (because more effective if done right), yet still inside-out.

    CEM is half way house.. I think a little bit of a bold statement, but it works to separate CEM from SCRM. For me CEM is about transforming from inside-out to outside-in thinking. Customer Experience Management is understanding HOW your customers are experiencing their interactions with your company and your services or products. If you understand how, you might be able to improve that experience. One could consider this still to be a little inside-out focused. We have to realize though that most companies are still in the CRM-phase.

    It is important for companies to understand that most value of a product or service does not lie in its features, but lies in how well it helps your Customers achieve the jobs they are trying to do (you do not need a drill, you need a hole in the wall..). This is known as Service Dominant Logic..

    In the progress of seeking better ways to serve customers at the jobs they want to do or the outcomes they want to achieve, we need to find out WHAT customers want (to get done) on top of HOW they are experiencing it.

    Now, how does Social CRM fit into this picture? That's still something to be fully discovered, but here's what I wrote about it in my last post:

    " The great part of Social CRM is that it now enables the CRM part of the company not only to understand WHO their customers are, but also understand better WHAT they need (to achieve the desired outcomes at the jobs they are trying to do) through listening, interacting and engaging with Customers "

    Social CRM is the (improved) successor of CRM not only enabling to understand WHO your Customers are, but also enabling to understand WHAT they want. CEM will intersect with Social CRM, since CEM is about understanding and managing experiences at the touchpoints (of which Social Media is now a growing one).

    Through all this we should be able to improve the value that is created for both company and customer: because that's what co-creation is about.

    Now these are just my views. Don't let your own views and thoughts get cluttered by mine. Take from it what you like and what you can relate to and add to it your own..

    Looking forward to your next model..

  6. Thanks for posting about this, I would love to read more about this topic.

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