Client Relationship Strategy

Just a few words to spread the buzz for an up coming conference to be held in Paris June 21st, 2006. The conference is free to attend and should be a good way to meet CRM French experts (organized by Philippe Nieuwbourg) . I really said CRM and not "customer listening" per say as the conference will gather users and providers of crm systems. I will myself go on the morning most probably to get a feel of what the French CRM market is all about.

Should be interesting, for my French and European readers check it out: Stratégie Relation Client.

tags technorati : crm relation client Philippe Nieuwbourg customer listening

Comments

[Graham Hill]

Laurent

I have just read through the progranmme. It strikes me as being very much about yesterdays's CRM (what I call CRM1.0) rather than today's CRM, let alone tomorrow's.

Yesterday's CRM1.0 is all about building big databases and using them to sell directly to customers. It is inside-out marketing at its most powerful. But even if the products being offered are what customers want (and 99% of the time they are not) it is 100% about the company and only covers a small part of what customers' expect from the company.

CRM1.5 is where most companies are today. It is more commonly called Customer Experienece Management or CEM. It takes the infrstaructure CRM1.0 has developed and adds all the outside-in stuff that is missing, to make the organisation fit for customers. It does this by enabling each critical touchpoint over the end-to-end customer lifecycle to deliver the outcomes customers want (at a profit).

Tomorrow is CRM2.0. In contrast to the prior two forms of CRM which kept the company and customers apart, divided by a thin touchpoint line, CRM2.0 actively brings customers into the company, e.g. to drive co-created innovation, or takes the company out to customers, e.g. to enable them to generate their own media, to recommend to other customers, or to manage their own relationship with the company.

There you have it. The three ages of CRM: Yesterday's CRM1.0., today's CEM (CRM1.5) and tomorrow's Customer Co-creation (CRM2.0).

Please let us know which of the three ages of CRM the conference was all about.

[Laurent Flores]

Graham - thanks for you comment.

I will let you know, but my feeling is that indeed it will be more about the "past" rather than the present and the future, the reason in my post I highlighted the fact it was not all about what I call "customer listening" where customer is the actor and indeed where co-creation is the key...Still, I will be curious to hear and will you know indeed!
Anyway, the purpose in all cases is to pass along thoughs to others about where we are heading to by managing client relationship but by having them manage the relation...THEY WANT.

Talk soon, Thanks again,

Laurent

[Philippe NIEUWBOURG]

CRM 2.0... great idea...

I really agree with all these 1.0, 1.5, 2.0 steps of CRM, but...

think about reality in large and medium companies, specially in France where this event was organized.
Almost nobody is searching for a 2.0 CRM. They first need to invest in a traditional SFA, call center, marketing automation CRM. They didn't yet!

And where is the money? In SFA applications for example. Ask to Coheris, Selligent, Pivotal, Microsoft... in what kind of applications they are making money today... in CRM 2.0? certainly not! In CRM 0.0 first!

So it's the reason why I created this conference last year more to reflect the real life inside companies than to promote consulting ideas ;-)

And this second edition was again a success with more than 200 people attending.

Perhaps I will think about CRM 2.0 next year if the real life companies ask me for...