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 Posted: Wed 20:57, 28 Aug 2013 Post subject: CRM Cheeseheads-spun4 |
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CRM Cheeseheads
C. K. Prahalad: The Future of Competition: Co-Creating Unique Value with Customers
This is great stuff on co-creation of value. Take this book,[link widoczny dla zalogowanych], mix it with The Experience Economy, a dash of CRM at the Speed of Light and the future is ours, man!!! (*****)
This is a groundbreaker, folks. One that you should be reading right now. Go. Shoo. Go get it now. It is affecting you as you read this,[link widoczny dla zalogowanych], whether or not you know that. Seminal work on what has been a transition to a new type of economy. (*****)
Christopher Locke,[link widoczny dla zalogowanych], Doc Searls,[link widoczny dla zalogowanych], David Weinberger, Rick Levine: The Cluetrain Manifesto
If this book didn't spend so much time proclaiming its manifesto and explained it a little more, it would be a disruptive innovation unto itself. It is a powerful and often metaphorically lovely book about the new customer a few years before that customer even knew it was what the cluetrain crew train said it was. A great book but strident as hell. This was a more important book than many realize it was. Or is. (****)
Naras Eechambadi: High Performance Marketing
If marketing is something you do, then this book is something you read. Not only does this dynamic book look at marketing in a contemporary fashion - with the customer at the center - but it also helps you figure out how to (finally!) measure your activities and results. A genuinely refreshing brace of business thinking in a field that needs it. (*****)
Shoshana Zuboff: The Support Economy
This is a revolutionary book. I love this book (partially because it validates everything I say  ) because it recognizes that the "enterprise logic" of managerial capitalism is no longer sufficient to interest a consumer who is trying to control his/her own value. There's so much more. (*****)
James G. Barnes: Secrets of Customer Relationship Management: Its How You Make Them Feel
This is a you gotta read, read. Jim is a board member of CRMGuru, has won numerous academic honors,[link widoczny dla zalogowanych], is a real world CRM consultant,[link widoczny dla zalogowanych], runs marathons,[link widoczny dla zalogowanych], and can write up a storm. He thinks out of the box and then provides approaches to how you can. This book is undegoing updating but is well worth it as is. Get it. Now. What are you waiting for? Hurry up!! (*****)
Jill Dyche: The CRM Handbook
The ultimate guide to implementation of CRM. This book is about as practical as it gets. Just lays it right out and boom, you should have an idea of what you have to consider when it comes to CRM. (*****)
Paul Greenberg: CRM at the Speed of Light
This is the best book on CRM EVER written. So I say,[link widoczny dla zalogowanych]. And it is written by me and so I pass judgment on myself,[link widoczny dla zalogowanych]. (*****)
Donna Fluss: The Real-Time Contact Center
As Donna points out, this is an ironic title. All contact centers are already "real-time." None the less this is both cutting edge and definitive and reading it is a must (*****)
Vinnie Mirchandani did a piece on his blog deal architect a few days ago on the National Football League and technological innovation, a really well done bit o' work. What makes the NFL interesting is that they scarf up technology like its --- candy (no,[link widoczny dla zalogowanych], not that other stuff that the players get accused of using at parties). Ironically, one of the paradigm successes in customer relationship management in the sports world is an organization that did it and has done it for years without technology, showing you the roots of what CRM really is. Which organization, you ask,[link widoczny dla zalogowanych], puzzled, yet curious about how I'm gonna answer?
This is a truly fascinating story and history,[link widoczny dla zalogowanych]. Here is an organization that created exactly the kind of CRM "experience" that most companies dream of - without any software that I know of. Unless it existed in 1919.
What each of us tries to do is not just have an experience but an ongoing remembered sense of the experience that is emotionally satisfying in oh so many ways,[link widoczny dla zalogowanych]. So it can't be momentary. "Remember when." and a big smile is a set of responses from a customer devoutly to be wished for by a company engaged in a CRM initiative. To have this reinforced continuously ultimately means a business success for the company because the customer not only has a great experience but continuously fond memories of that experience.
This is what the Green Bay Packers have achieved in Green Bay. Each citizen feels like they have a share in the control of the fate of the Packers. They know the players personally. They are involved in the future of the team with anticipation, the present passionately and the past warmly. This is reinforced by the activity of the Packers both on and off the field so that even in bad years,[link widoczny dla zalogowanych], the off the field Packers are providing wonderful emotionally powerful sets of "experiences." The team is iconic, the players human and the citizens of Green Bay proud. I've been there and seen it - actually FELT it in the air on Packer Sunday when a game is about to go at Lambeau Field. There is tailgating going on in strip mall parking lots 10 miles from the stadium all across Green Bay. The whole town is involved in the fate of the team that day and will replay that fate throughout the weeks of the season each and every day. Obsessed? Yes - but in a way that is wonderful. They live life and control how they interact with this highly accessible team that participates with them in the community and they love the experiences they have as fans and citizens.
And,[link widoczny dla zalogowanych], as you can see in the last slide, the Packers really make money. This is a business value proposition that not only works but exceeds mere business value - the paradigm "CRM experience" And they didn't even have to buy the software.
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