Customer-Centric Business Strategy Keynotes & Executive Workshops

Customer-Centric Business Strategy Keynotes

Creating & Sustaining A Lifetime Customer
There are no successful companies without successful customers. Understanding what customers need, and the best way to satisfy those needs, is a critical success factor for today's organizations. This is equally true whether you are running an enterprise, small- to medium-size business, non-profit organization or government agency. Gaining, managing, and leveraging customer knowledge means successfully integrating proven processes and the proper tools. It also means ensuring that your people know what to do and how to do it. Creating customer management solutions that support business strategies, and designing business strategies that capture and sustain lifetime customers (when customer needs keep changing) can be a difficult balancing act, and takes commitment, expertise, and innovation. Barton describes in detail how best-in-class companies create and sustain lifetime customers.

Transitioning from 'Customer Relationship' to 'Customer Engagement' Strategy
There is a powerful transition taking place as best-in-class organizations transition from focusing on customer relationships using more traditional CRM tools and techniques to mastering customer engagement using new Social CRM and Social Media tools and techniques. Can you dip your toes in the water or do you need to jump in the deep end of this transition? Barton explains, using a proven 'concentric circle' approach, how to successfully achieve this transition within your organization.

Exploiting Social Media to Deepen Your Customer Relationships
Social media has and will continue to have a profound impact on customer relationships. How do you exploit customer conversations about your organization to deepen your relationship with these customers? Barton describes a multi-step methodology to exploit social media tools and techniques that ISM has used to stand up many social media communities.

Leveraging the Internet to Build Meaningful Customer Communities
In this provocative presentation, find out how innovative organizations are utilizing social media tools like social networks, forums, blogs, wikis, widgets, podcasts and more to help them reach and collaborate with their Digital Clients, and what you should be doing to bring your customers online and onboard. Learn why the majority of customers in many industries have come to trust one another more than they trust your organization, and what you can do to successfully integrate these individuals into your organization's branding, product development and customer service processes.

Meet Your New Customer: The Digital Client
In this revealing presentation Barton "paints the picture" of the new digital client, whether internal or external, B2B or B2C, male or female. The digital client is convinced that "always-on, always-connected" is a God-given right and that being connected on multiple platforms and having access to countless online communities must become a part of their relationship with your organization. Learn how to reach them, service their demands and tap into their creative power while managing what can be a complex customer relationship.

Making Sense of Social CRM & Customer Relationship Trends
There's been a lot of talk about Social CRM but there is increasingly more confusion than clarity on this issue. Barton defines Social CRM and explains where it is headed. He cuts through vendor hype to make sense of this important new wave, explaining why it is critical to capture relevant input from social media channels to complement comprehensive customer profiles. Barton also describes other emerging customer relationship trends over the next 10 years, based in part on the analysis and findings from the latest version of ISM's The Guide to CRM Automation. (The Guide)

Related Keynotes/Executive Workshops (workshops typically last 2-4 hours)

One-Day Social Media Community Planning Workshop
During this intensive, non-technical workshop, your organization creates a comprehensive Community Strategy Plan for launching your community. This includes a Social Media overview, Community business objectives and goals, Community audience, Community definition, Community features & tools, Community engagement (e.g., access to Community homepage, communications vehicles, promotion, media options, partners, external marketing, messaging), Community metrics, Community roles and a Community Action Plan. This workshop is a great way to align your organization's Social Media thinking and frame up a realistic Community strategy.

CRM Executive Briefing: Aligning Organizational Expectations
This non-technical briefing targets the busy executive who needs to get pragmatic advice about today's CRM tools and techniques and how to apply these to their organizations. This briefing walks you through the CRM definition, describes the key people/process/technology CRM components, digs into emerging trends such as mobile CRM, multichannel CRM and Social CRM, offers advice about how to formulate your CRM strategy, details components of the CRM value proposition, reveals the 10 critical success factors for making CRM happen, and highlights leading CRM executive issues (i.e. obtaining high user adoption; getting the people/process/technology mix right; managing your software vendor/integration partners). Barton shares with you lots of real-life examples and there is ample time for participant discussion.

The CRM Success Formula: People, Process & Technology
Successful CRM initiatives are based on people (50% of success), process (30%) and technology (20%). Unfortunately most organizations place too much emphasis on the technology and not enough on the remaining 80%. Barton describes each of the people/process/technology areas in detail and then highlights how these three components interact with one another over the life cycle of your CRM implementation.

Mobile CRM: A Business Imperative
IDC predicts the number of worldwide mobile workers will reach 1 billion by the end of 2011, including nearly 75% of the US workforce. In 2009, the mobile subscriber base for the first time witnessed an annual growth greater than that of the Internet. Behind this trend is the Digital Client, who is increasingly obsessed with smart phones and other mobile devices. Forecasts call for an explosion in application downloads worldwide - from 2.4 billion in 2009 to an astounding 36 billion by 2014. Barton describes the powerful value-proposition driving this change and why using CRM from these devices will be critical to your organization's competitiveness in the future.

Sales Pipeline Management: Securing Adoption within the Ranks
User adoption of sales pipeline management by sales reps, managers and executives is often spotty. In many instances up to pipelines are not date, sales forecasts are unrealistic and sales coaching fails to materialize. Despite these issues, the latest global study confirms up to a 9% lift in revenue plan attainment resulting from proper utilization of CRM tools and sales processes. Barton describes this dilemma and then provides recommendations on how to turn this around, as he has successfully done at many of ISM's best-in-class clients.

Marketing Automation Mastery
The impact of marketing automation is critical to planting the seeds for the crop that sales then harvests. But too often organizations fail to tap into the powerful set of marketing automation tools and techniques. Barton takes you through how marketing automation impacts the marketing process, and then demonstrates the ways that marketing automation impacts each step of the sales pipeline.

Multi-Channel Customer Strategy
The rapid evolution of communication and networking technology, and the increasing expectations and demands of consumers is forcing organizations to develop new ways to efficiently handle multiple customer access channels, allowing the customer to seamlessly switch from one channel to another as often as the customer wishes. Channels include in-person visits, calls to the Contact Center, online activities, direct mail pieces, kiosks, etc. Barton will describe how leading-edge organizations are using multi-channel customer strategy to propel growth, to drive up customer loyalty and to drive down servicing costs.

CRM Implementation Excellence: Coming In On Time & Under Budget
Why is it that some organizations come in on-time and under-budget while other organizations lose control of their CRM initiatives? Barton describes in detail what you need to do pre-, during and post-implementation to avoid falling into the potential expensive, black CRM implementation hole.

CRM User Adoption: Securing this Critical Success Factor Once and For All
Every wonder why some CRM implementations are a raving success while other fall short of the mark? Based on years of 'in-the-trenches' experience, Barton describes in detail the six critical user adoption success factors using live case studies to support his observations. He also details which user adoption metrics you should be tracking to help drive high user adoption rates.

CRM Metrics: What Works
Long gone are the days where CRM investments are approved without a meaningful Business Case supported by a clear set of metrics. Yet these metrics must be easy to understand and easy to measure. They also need to be supported by an appropriate reward and incentive program. Based on his experience identifying and measuring metrics for the past 25 years, Barton presents a set of executive, user and customer metrics that best-in-class organizations are using worldwide to measure their CRM success.

The Five CRM Training Imperatives
For years, Barton has suggested that for every $1 spent on CRM software, your organization must budget $1.5 for training over the life of the CRM initiative. Barton will describe the five different types of CRM training that drive high user adoption for all successful CRM initiatives, when it is appropriate to use each type of training, and the training methods and platforms that make the most sense for each type of training.

Tips on Negotiating/Re-negotiating the Best Deal with Your CRM Vendor
Take charge of your CRM vendor negotiations! Barton discusses individual components of a CRM vendor deal (software, maintenance, configuration, hardware, training, consulting) and shares with participants the tricks of the trade that he has utilized over the past 25 years to save clients meaningful sums of money on their CRM vendor negotiation.