EVOLUTION: WHAT’S NEXT?
Homo erectus: two feet Homo sapiens: projectiles Homo industrialis: assembly line Homo informaticus: apps Homo e-conomicus: marketplace Homo digitalis: mass conversations Homo roboticus: robots Homo artificialis: big data+machine learning Homo universalis: work no more
Where we are today: FUTURE IN THE MAKING From Democracy to Idiocracy Age of Digital Attention & Mass Media Manipulation
Mobile World Congress Barcelona, February 2016
From Information to Entertainment Age of Digital Experience & Augmented Reality
USA Presidential Election November 2016
HOMO DIGITALIS: I share therefore I am (sharing economy)
Homo sapiens: cogito ergo sum > I think therefore I am Homo industrialis: fabbrico ergo sum > I manufacture therefore I am Homo informaticus: computo ergo sum > I compute therefore I am Homo e-conomicus: lavoro/vendo ergo sum > I work/trade therefore I am Homo digitalis: hyper social > I share therefore I am Homo artificialis: big data+machine learning > I don’t work therefore I am Homo roboticus: servio ergo sum > I am served therefore I am
HOMO DIGITALIS: Maslow 3.0 needs of the Ăźbersocial
Relationship Management will have to evolve (omnichannel) Massive Open Online Relationships IA SOC IE ELF L+S DE MO
Homo erectus: two feet Homo sapiens: projectiles Homo industrialis: assembly line Homo informaticus: apps Homo e-conomicus: marketplace Homo digitalis: hyper social Homo roboticus: robots Homo artificialis: big data+machine learning
WI-FI/INTERNET BATTERY
B2B Evolution: B2C social + BYOD Internal Communications Future of work is social assisted by AI
Future of work: bot assisted conversations
Globalization + Disruptive Innovation or next stage of evolution: Cloud Computing evolving into Digital Ecosystems Ecosystem Multinational
Marketplace
Enterprise
Platform
Business
App Operation Service Function
EINSTEIN: Smart CRM, Predictive use of data
Marketing
Sales
Service
Retail
Online
Mobile
Marketing
Sales
Service
Billing
Orders
Provisioning
BSS/OSS
Provisioning
Either
Legacy
Retail
Online
Mobile
Marketing
Sales
Service
Integration Layer
Back Office
Orders
BSS/OSS
Billing
Customer
Integration Layer
Back Office
BSS/OSS
Back Office
Integration Layer
CRM Channels
Mobile
Salesforce
Front Office
Online
CRM Channels
Retail
Color Code Legend:
Front Office
CRM Channels
Front Office
Deployment Models
Billing
Orders
Network Layer
Network Layer
Network Layer
Platform of Engagement
CRM w/ Select Channels
CRM Only
Provisioning
Online
Mobile
Billing
SOM
Legacy CRM (+DWH)
Salesforce
Integration Layer
Provisioning
BSS/OSS
BSS/OSS
Provisioning
Retail Service
Integration Layer
Back Office
BSS/OSS
Back Office
Orders
Retail
Legacy CRM
Salesforce
Integration Layer
Billing
Mobile
CRM Channels
DWH
Legacy CRM
Online
Back Office
Salesforce
Retail
Front Office
Mobile
CRM Channels
Online
Front Office
CRM Channels
Front Office
(OmniChannel)
Billing
SOM
Provisioning
Network Layer
Network Layer
Network Layer
CRM Container
CRM Co-Exist
CRM Hybrid Cloud
(Salesforce as Front-End for Legacy CRM)
(Divisions use separate systems)
(Interoperable SOA + Widgets)
CRM evolution: omni-channel &integrated marketing
Salesforce evolution: now with integration cloud
Salesforce for Marketing
Marketing Evolution: Build 1-to-1 Customer Journeys Across Digital Touchpoints Mobile Apps
Email & Mobile Messaging
Digital Commerce
Connected Products Onboarding & Engagement
Social Media
Communities
Sales Reps
Advertising
Support Agents
Awareness & Acquisition
Customer Success Platform
Retention & Advocacy
Sales evolution: predictive collaboration platform Accounts & Leads & Activities & Sales Contacts Opportunities Collaboration Productivity
Mobile Sales
Channel Sales
Sales Analytics
Quoteto-Cash
Sales Custom Cross-sell Sales Apps Intelligence & Up-sell
CUSTOMER-CENTRIC CLOUDS (INTEGRATED MARKETING)
Evolution: it’s all about Change Management
Wisdom out of data 1. Strategic CRM 2. Analytical CRM 3. Operational CRM
Levent Korkmaz
Digital Evolution Consultant (Begital) levent@bg.digital
Winter Chief Tomorrow Officer (The Edge) levent.korkmaz@theedge.solutions Vice President Membership (PMI Bulgaria) levent.korkmaz@pmi.bg
Smarter Processes & People: Smart Evolution with AI Assistance > Enable, Empower and Evolve
Teamwork: Chief Digital Officer + Chief Data Officer + Chief Information Officer