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"A customer is the most
important visitor on our
premises; he is not dependent
on us. We are dependent on him.
He is not an interruption in our
work. He is the purpose of it. He
is not an outsider in our business.
He is part of it. We are not doing
him a favor by serving him. He is
doing us a favor by giving us an
"opportunity to do so.
Mahatma Gandhi


?
, .
:
,1 : :' ' ,

,2 :ROMI-

,3 : :

,4 : ,
,5 : ,

,6 : Web-

,7 : ,

8 : ,

,9 :
' ' , .

"Even if you're on the right track,

you'll get run over if you just sit
"there.
Will Rogers

: , , , , , , ....
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: (
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.
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"Being on par in terms of price

and quality only gets you into the
"game. Service wins the game.
Tony Alessandra


Channel
:
, , ,
(") . ( , ,
) ( , ).
(" ,)Representative Based Channels
(" )Direct Channels (" .)Social Channels

Multichannel
:

. , .

. / ,
( IVR , ) ,Call Center , , .
,
, , .

"Consumers today are more

multichannel than ever before:
70% of consumers researched a
product online and then bought it
in another channel in 2009".
Forrester Research 12/2009

Representative Based Channels
:
.
, , , . ,
: , , .
- Chat , , '.
(")
.

Direct Channels
:
,
, . : ,
,( IVR , ) '.
,
.

"In 2010 Just over half of the

respondents expect their
companies to be getting 10
percent or more of their sales
from online channels, Twice as
many companies as have hit that
"mark today.
"How companies are marketing
online", A McKinsey Global
Survey


Social Channels
:
( Facebook ,MySpace') ,
.
/ ,
, .
, ,
.

Distribution Channels
:
( ) (-
) ( : )
. ,
( : SMS- ") .
(") .
Push- Pull-
.

10

"By 2011, we believe the Internet

will play a role in more than 45
percent of US retail sales, as
either a research tool or a sales
"channel
"The promise of multichannel
retailing" McKinsey Quarterly
October 2009

C's Strategy 3
" ,
( ):
- Choice . (")
( ?) , / (
?)
/ ( ,.)....
- Consistency / (
?) , ( ?)
( ).
- Continuity .
.
.

Customer Interaction
:
.
," , SMS , , .
, .

11

"Whats more, consumers

who shop across a number of
channels: physical stores, the
Internet, and catalogs, spend
about 4 times more annually
than those who shop in just one.
Companies that get multichannel
retailing right can enjoy larger
profit margins and yearly revenue
growth more than 100 basis
points higher than companies
"that dont
"The promise of multichannel
retailing" McKinsey Quarterly
October 2009


Marketing Funnel
:
)Awareness( ,
( ,)Consideration ( ,)Preference ( )Action
( Funnel Marketing )Loyalty
() ().
, "
.

Touchpoint
:

(= ) .
: , , ,
, . (") (
) .

12

"In the height of recession,

marketing leaders spent 1/3 of
their marketing budgets at the
beginning of the funnel. Only 15%
went to building consideration,
and a mere 11% to driving
preference. Marketers as a group
do not plan any major shift in
that allocation. Since the majority
of US consumers go to the
store with no brand in mind for
"regular" purchases and depend
heavily on research before they
buy, that thinking needs to
"change.
"Why consideration and
preference are a priority",
Forrester Research, 01/2010.

Customer Relationship
" (") ,
(") (") . ,
, , .
, 90-
( CRM") .

Customer Engagement
, .
(")
, ( , ).
Customer Engagement (
) , .
" " .
,Customer Engagement Customer Relations-
. ,Customer Relations-
.

13

"The proportion of company

respondents who regard
customer engagement as
essential for their organization
has increased to 55%, up from
52% in 2008 and 50% in 2007.
The number of agency
respondents who regard this
as essential for their clients has
jumped significantly from 43%
to 55%".
"The 4th online customer
engagement survey, 2010", cScape

.
, , ,
. , ,

.:
,
.
Retail-
.

/ .
, ,
. ,
, .
,)Return On Marketing or Multichannel Investment( ROMI -
ROMI -
( Channel Optimization") , ( Cross Channel Optimization")
( Right Channeling").

17

"Marketing takes the ball and
runs the first 50 yards, then
hands off to sales who runs for
"the touchdown.
Peter Drucker

 ?ROMI -
ROMI - Return On Marketing (or Multichannel) Investment
ROMI )Return on Investment) ROI .

.
ROMI , " (
) .
, ( )Tangible
( .)Non Tangible ,
.
, ROMI- , (
) . : ,
, , .
ROMI Return on Multichannel Investment

(") .

18

"Best in class companies

reveal that the ,Cross Channel ,
approach delivers higher
response rates and ROMI as it
engages customers and prospects
across multiple mediums with
a consistent relevant timely
"message.
"Next Generation Multichannel
Marketing", by Aberdeen Group
10/2008

?ROMI -
Channel Optimization

:

, / ,
, ROMI -
(").

Cross-Channel Optimization
:
.
:
, ,
,
' . .

Right Channeling

, ,
.
Right Channeling (") .

19

:

,

-"

.
,SMS
, (
) ,
. ,


,

,
.Mobile

 ?ROMI -
Research to Sales

( , , ).
/
.

Online to Store
,
, .
.

.

Store to Online
,
, .
" ()
, .

20

,

,
,
.

,


.





.

?ROMI -
Online to Representative
""
. -
Chat- ,
.

Representative to Online
( , )
.
:
.

Social to Service
" , .

Social to Sales
,:
VIP
.
.

21

(")
.

.

( Engagement")


.

, , (' )
"" .
?
, ,
. (")
, ,
, , , , , .
, ,
: ? ?
? ?
Mobile- ? ?
, ,
"" (") , ""
, , , ,
/
.

25

"For example, is there a best
?result to the query breasts
?Its all about context, right
I might be looking for information
on breast cancer. What are you
?"looking for
Dana Boyd

 ?
Digital Natives & Digital Immigrants
:

, ,Mobile, Instant Messaging ,
( ) , ( .)e-Readers (Digital
)Immigrant
.
,
. " " -
" , " .
1980- .
.
,
:
?
?
/ ?

26

(")
.

.
,

.

,
(,

)
,

( Engagement")


.

?
Technographics
, .
, , ,
.
, ,

.
" . 1985-
() "
.
( Social Technographics") ,Mobile Technographics( Mobile-").
,
.

27

"
" ,

.
"
,
,
Right Channeling
(")
.

 ?
Social Technographics
" ( )
, :
Creators
, ,
,/
Conversationalists /
Critics
, ,
,
Collectors
, RSS- ,

Joiners
,
Spectators
, ,Podcasts-
, ,
,
Inactives

, , ,Inactives- .

28

,
(")
....
,
,
.

,
, , ,
.

,
.

.

(")
Engagement

.

.

?
Mobile Technographics
Mobile " ( )
Mobile- :
SuperConnected Mobile- ,.
Mobile-
, ,
, .

Entertainers
.Streaming-

Connectors
SMS , ,MMS- "
,

Communicators , SMS, MMS -
.Instant Messaging "

Talkers

Inactives
, , ,Inactives- .

29

Mobile
,

.
,Mobile


.
,
( Mobile

)
Mobile-
SMS, Mobile
.
Mobile
Mobile-

- Mobile-
.

 ?
Self Directedness Attitude
:
, ,
:
- Soloists ,
-Validators , ,
,
- Delegators ,

Hunters & Gatherers

:
.""
. .
,
" " ."" , (
) , ,
,
" " .
. 60% 40%-.

30

(")
.

. , ,.
:

,
.

(")
Engagement
,

.
.

?
Price Vs Service Seekers
, : ?
?
- Price seekers ,
. .
- Service Seekers ""
.
- Price & Service Seekers
.

Persona
.
, . ,
,
, , ,
.
: , , ' ,
.

31

, .

( )

.

,
( ,Persona Based Design").

, .

, ,
. ,
.
, .
: , ,
,
?
, , . ( ),
.
.
( Delegators ") Validators-
( ,")
.
, ,
:
, /
.
, ,
.

35

"Although your customers won't
love you if you give bad service,
"your competitors will.
Kate Zabriskie

 ...
Call Center
,Contact Center : :
, ,
,
, ,Chat , 3'.
( , , ,,
) ( : ).
"
( ).
Outsourcing
.
- (")
(").

(")

,

.

Call
Center-

Web-

,
,

.

.

( Engagement")


.

36

...
Outbound Call Center
:
.
: , , , ' .

.
" ( )
( ,CTI")
.
( CRM-").

Inbound Call Center

:
.
" Open space : ,
.
( CRM-").

37

.

"
,

,
( ,).


.

, ,

.

 ...
Branch
:
.

.

. ,

. : ( ) ,
( ) , ( ) , () .

Service Center
:
.
, .
.
: "
, .

38

(")

. .

.
: ,
.

,SMS

(")
Engagement


.

.

...
External Representative
:
,
.
. :
, ,
.

Field Representative
:
.
,
/ . ,:
;
; ( , );
" .
. :
( ) , ( ) , (
) , ( ) , ( ) '.

39

.


, , ,
SMS.

,
, .
.
,

.

 ...
Virtual Agent
:
.
, , ,IVR-
. IVR- , .
, ( ChatterBot")

.
,
.IVR
(
).
( ) ,
,
.

40

,24/7

(")
,

. , .

.




.

( Engagement")


.

, -
.
: ,
, .

.
, :
,
.
""
.
, ,Mobile-
.
.
.
.
: ,Widgets , , ,IVR ,
, ,
.

43

"Marketing is the whole business
seen from the point of view of
its final result - that is, from the
"customers point of view.
Peter Drucker

...
Landing Page

:
.
.
.
,
' .
, .

Home Page
:
.
.
.
,
.

44

(")

(,

) .
iphone
,
.


:

,
( Engagement")

'
'.


.

...
Portal

:
() //
.
,
. ( , ,,
, ') .

Marketing Site
:
. " "
.
.
.

45

e-Business
One Stop
Shop //
, -

/

.
,
,
( Online to Store") Research
( to Sales").

...
Self Service Site

:
, ,
.
,
, , '.

On-line Store
:
.
( )zer4u
( .)Amazon

Commerce Arena
:
.

, (,
).

46

(")

.
.

(")

Engagement

.


.

...
Commerce Platform

:
, SaaS
( .)Software as a service ,
.

Navigation
:
.
.
( ),
, , , .wizards-
,
( DIGG )Delicious- .
/

.

47

,Mobile
.

.

"
.


, ,

.

 Mobile -

...
Alerts & Actionable Alerts

:
, , /
,:
.
.
( ).
: ,
,Mobile -,
" .
I , II
, - Actionable Alerts .
- III .

48

()
,
Mobile-
( ).
Actionable Alerts

.
: "
Mobile-
Mobile-
Mobile- ,

.

Mobile -

...
Augmented Reality

:
, (
) " ," ,
, , , , .
.
:
, , ,
( , , ? -
?).

. , .
, , ,
, . ,
.
,
, .
, ,
, .

49

,

/
.
, ,,

.

 Mobile -

...
M2M Mobile Applications

M2M , / .
M2M Machine to Machine - Man to Machine Machine to Mobile

.
" Verizion ATT-
IP
.

m-Business
m-Business e-Business- .

.
.
"."on the go
m-Business m-Banking
.m-Commerce

50

M2M -

(")
.

m-Business

,

.

,
,

(")
Engagement
.

Mobile -

...
Mobile 2.0

Mobile 2.0 ( Web 2.0" )

. Mobile 2.0- ,
. "
" : ,SMS , , , .

, ( Life Streaming :")
,Mobile- ; (")
(") .

Mobile Advertising
Mobile- ,MMS ,SMS , ,mobile-
, .mobile- mobile-
, :
.
, .
Walled Garden-
mobile- , .

51

Mobile 2.0
,
.

,
,
, .

,
Just in -
time .Just in place -
Wallmart
wish list
.

 Mobile -

...
Mobile Application

Mobile ,
. Mobile
, Mobile
.Internet

iPhone ,Android ,Windows Mobile ,J2ME.

Mobile Application Store

Commerce .
iPhone AppStore OVI Nokia-
.
,
.
,
( .)Trial version Apple

.

52

Apps -,

(")
.

(")
Engagement

.


.

Mobile -

...
Mobile Barcode

,Mobile-
.
SMS, MMS
.WAP .
, , ,
'.
,
. .

Mobile Field Service

Field Service
( ,) . Field Service- ,
, , .
Mobile Field Service ,
, , .
Mobile Field Service
( ,).
Mobile Field Service , ,
.

53

Mobile Barcode
( )
SMS-

.

mobile Field service-,
mobile Field service

.

 Mobile -

...
Mobile Graffiti

( , , ) . ,

. ( micro blogging") twitter, meme, google
buzz flickr, twittpic ,
.

Mobile Search and Discovery

mobile- ,
( ) .
,SMS WAP ,
. : (
) , ,)Near Field Communication( NFC
///
( , , ') .
, Microsoft, Google

.

54

(")

.
.Mobile Graffiti-

Mobile-

.
.

( Engagement")


.

Mobile -

...
Mobile Self Service Applications

( , , )...
( ) , .
Mobile Self Service , ,
.

Mobile SFA - Mobile Sales Force Automation

Mobile SFA .
, Mobile SFA .
, ( CRM-")
, ,
.

55

,

,
.On the go



Cross-sale
/.

Widgets

...
Widgets

, ,
, .
Ajit Jaokar's .Widget Widget Web :WWW-,
Widgets- web
(") , ,
.
Mobile Widgets Widgets
, ,
RSS '.

WebClip or WebSlices
Widgets
.
WebClip WebSlices-
.

56

Widgets Apps -

(")
.

. ,
,
Widget



.

Web Slices
WebClips

.
-

:

(")
Engagement
.
,
,


.

...

Mail

.
.

e-Mail

( )
.

. " (
) (.)Newsletter

"" .

"

".

Fax

57

...
SMS

SMS ( SMS- , ,
) "" ( ,
).

Social

SMS

(")
.
.

()
, .

( WOM-")


.

:
27/05/2008 " " .
, ( ,)SMS ,
.
. ,
"" ,
. , ,
. .

Mail-IT


.
.
,

Engagement

(")
().


.

Spam Act

58

...
Interactive Kiosk

, : .

.
,
, '.
.
, Check-in- , Check-out-
.

Kiosk Software
.

, .
,
.

59

.
.
,

.

-

.

.


Touch Screen

...

,
.
.

. Multitouch- ,

.
.

Silverlight,
Adobe
Air

touch
(")

Multi
.

.iPhone

.

( Engagement")


.

60

IVR

...
IVR - Interactive Voice Response

:
. IVR
.

.

, . ( CTI").

Sound branding
:

.
" ' ,
.

.
( IVR ) .

61

.
IVR-

.




.

TV

...
iTV - Interactive TV

:
,

.
,
.
, ,
.
,
, .

Place Shifting
PC , ,Web 2.0 -
- Place shifting .
.
, .
, , .

62

, ,iTV -

,
,

(")

.
.

,


Broadcasting-

( Narrowcasting-").

.
Place Shifting

(")
Engagement

TV

...
Narrowcasting

( ,)Broadcast Narrowcast
. VOD , Narrowcast
,
VOD - . :
, / .
VOD ( Place Shifting") ,
.

IPTV

IP . IPTV -
IP
( .)Mobile ,
, : (") ,
VOD ( Narrowcasting") ( )
( Place shifting").

63

Broadcasting-
Narrowcasting

""
.

( Hulu
")
VOD
.
BBC
.Comcast

Web 2.0 Web- , .

, ,
. ,
,.
, .
, .
, , .
, ,
. , , ,
, , .
: ? ?
?
?
, , , ?
( ) ?
, .
( ) .
, .

67

"Being on par in terms of price
and quality only gets you into the
"game. Service wins the game.
Tony Alessandra

Blogs - weB LOG

:
, ( ) ("")
. ,
,
. ,
, . ( )blogging
, .
'' , .
,Photoblogs .Vlogs
.

Micro-blogging
( 200) .
,web-" () .
Twitter .
.2006- .

(")

.
.
""
,
.

""

.
, ,

.
( Engagement")
,

.

68

Life Streaming
.
Life Streaming "" :
? ( ?)Mobile, WEB ( //
/ /- ?).... ? ?
// .
Life Streaming-
(
) . , ( Micro Blogging")

.
Life Streaming ( Global Stream of Consciousness
) ,

. Life Streaming-
.
, ,
Life Streaming - " - ".

69

Life Streaming
,

.

Google buzz-
Streaming

( ,
.)Followers
GPS-

,
. ,GPS
,


.

Social Networks
: .
.
. .
;
, , '.
" "
. .
.
:,
, , .
:
jaiku, wink, vox, YuMe, SchoolBANK, Chinay.com, xanga.com, myspace , twitter
flickr, Linked In, digg, listible, orkut, stamble upon, friendster, friend feeder,
dorm99.com, netvibes, Rate It All, tribe, Meme, The Wall, ryze, neopets,
,Techmeme, Party Flock, Second life, Last-Fm' , , .

70

(")

,

.
,
".

Listening

( Platforms")

,
.


VIPs- .CRM-
.

(")
Engagement

Social-

CRM-

(").
CRM

Location based social network

:
Online , ( )GPS
(")
.
: , ,

.
.

.
Online , .
BrightKite
Waze .

.

71

,

.
,
, ,
,

.

Media Social Networks

.
YouTube .
. Flickr
(
) .
GyPSii ,
.

Social Bookmarks
, "" ( ""
) ( .)Links
. , ( metadata
)
, .
,
.
.

72

Flickr

YouTube-

(")

.


,

Network
(").

Effect-

(")
Engagement

.
.

(Peer to Peer) P2P

Social Recommendations

.
. ,
, , , , , , .
"
" .
"" .
Facebook "( "Like
) . fiddme
Twitter .

P2P Social Networks

,
.


/ .
,
.

73

,
.

,

,
.

P2P
/
. Groove


.Office
.Collanos

IM - Instant Messaging
:
,
,Peer to peer .
, ,
.
( , )
.
People Awareness
"" : ? ?

Mobile IM
,
, , .

74

IM

(")
(35

.
).

IM-


,
.
WOM

(")
Engagement
.


.

Virtual worlds

, .
. , ,
"" ""
. SecondLife
" ,
, ( )linden .
, , ,
. '
, :
Brand Extension .
( MTV Disney-) , ( Lego Webkinz)
(")
Wells Fargo - Gaming , (
) , .
.

75

(")


.
,
( : ) "

."...

MMOG - Massively Multiplayer Online Game

, .
, .
PC, Game console - MMOG . ,

.

. , PC-
PlayStation- .

Avatar
.
:
. .
Gravatar
.

.

76

(")

"
"
.
.,

.




Second

.,


,Life


,

( Engagement")

, . ( commodity
) ,
. Apple , Nike ,Starbucks-
.
, ,
, .
, , :
, (
) .
, , .
? ?
? ? Mobile-
?
?
, : ,
.
.
, "" .
,
.

79

"If you do build a great
experience, customers tell each
other about that. Word of mouth
."is very powerful
Jeff Bezos

Customer Experience
:
,
. ,
. ,
.

Channel Customer Experience

:
, ,
.
, , ,
.
( ,)
. , ,
" ,
, .
, .

80

(")

.

IVR-Mobile-
Mobile

""

(")
Engagement


,


.

Cross Channels Customer Experience

:
(" Channel
)Customer Experience ( 3C's-"):
- Choice -
?
- Consistency - , ?
- Continuity - ?
, ?

Accessibility
:
, .
,
, /
.

.

81

.
,


.



,

,


.

Convenience
:
.
,
.
"
" . , ,
.
.:
. Mobile - .
, Mobile -
.

(")

.

Mobile IVR
,

.

,

Mobile-

.
,

.
"

( Engagement")


.

82

CEM - Customer Experience Management

:
, ,
, ,
.

Customer Experience Manager

:
.

, , , , , .

83

,

,
(,)Mobile ,

,
.

EBD - Experience-Based Differentiation

:
, ,
.
.
:
.,
.
.
:
- .
. " .
- , ,
. , .
- "
. , , .
, .

84

(")

.
,
,

.

,
.

.

( Engagement")


.

EED - Emotional Experiences Deign

:
" " "
" " ." ,
, ""
.
:
: ,
, .
"" : "" .
, : , , , .
: .

85

Nike
:

.

.

,

.
" ,"Just do it

.
, ,
,
, ,
.
"
.

Persona Based Design

:
/ , ,
(") . " "
.
( ?)
(
?)
, , ,
" " () " " () , ?

Personalization & Persona-lization

:
,
.
Persona-lization .
, (")
( .Persona Based Design")

86

"

,12

"

(")

,
.
,

()

"
.

"

,

,

(")
Engagement

,12

UCD - User Contered Design

:
.Best practice-
" ,,
.
UCD .
"" ,
.
,
, , , , ,
.

87

;


.
( prototypes --)
,

.

,

Usability
:
:
? ?
?
, :
( - )Efficiency .
( - )Effectiveness
( - )Learnability "
.
( - )Memorability
.
( - )Errors ?
? ?
( - )Satisfaction .

88

(")
.

Google ,
.

,

(")
Engagement
- Google

""

UX - User eXperience
:
,
, , .

.
,
, , , ,
.
.
, ,
.
( )UCD
.
" Usability, UCD, EEDEBD -

89

.
, ,
, ,

,

.

,
, .
.
( ) (
) .
:
.
.

, .
:
" :
.
" :
.
, , ,
: .
(") (")
, : :
, ....

93

"The worst rule of management is
'if it ain't broken don't fix it.
In today's economy, if it ain't
broken, you might as well break it
"yourself, because it soon will be.
Wayne Calloway, CEO of Pepsico

MultiChannel Strategy

:


.

,
, .

(" )Channel Specific Strategy :C's-
Choice (")
Consistency" ( Consistency BIL-")
- Continuity" ( Continuity Plan")

(" )
(" ).

94

(")

.

-

.




.

( Engagement")


.

Channel Specific Strategy

, .
( , ,.)....
, (
)e-Strategy- ( ).

Channel mix
:
.
, (
/) ( /).
, :
,

SMS- .
,
Mobile- .
ATM- .mobile-

95

, ,

/ /
.

,
( Choice-") C's-

.

Consistency BIL - Brand, Information, Language

( Brand -
)( Information ,
) ( Language- , ).

Channel Continuity Plan

:
" "
( )Hand Over .
" " ,
.

Multichannel Roadmap
:
,
.
, ,
.
(") .

96

Consistency BIL -
-

(")

(")
.C's-
Consistency
.

Continuity -
.C's-

(")

.


"

"

(")

Engagement

.
.

e-strategy-

e-business Strategy or e-Strategy

e-Strategy
. e-strategy ,

- .
:
( - )Advertise , .google
( - )Sell .
(
.)Amazon
( - )Empowerment
, , , , .
e-strategy- ,:
e-strategy-
.
mobile mobile- e-strategy-
SMS( Mobile-" Mobile Internet ,"Mobile ,
application")

97

mobile-

.
e-strategy-


.
,


.
& Bricks
( Mortar ,
) & Bricks
( Clicks
).

 e-strategy-

Long Tail
: .
, ,
"" .
, "" . ,Web-

.
. -
" "
-
.
YouTube e-bay , ,
Wikipedia - .
( )Adwords
( .)Adsense ,
...

98

(")
.

, /
, .

,

( WOM-")
.

.

Engagement

(")
,

,

.

.

e-strategy-

Affiliate Marketing
.e-strategy
( , ,Mobile ,) .
,
.
, :
( ;)Cost per Sale / ( ;)Cost Per Action
(. )Cost per Call

Innovation in Assembly
:

. Time to -
Market . Mash-up-
. -DJ-
().
Mash-ups
( )to be Mash-up-able .
Data/Service as Intel Inside
( (.)Intel Inside

99

/ ,

()
.

Mash-ups

(Google
Maps ).
Mash-
up-able
Mash-ups
"
" .

 Social Strategy-

Social Strategy

.

(" ,)Social Technographics :
, , ,
.
( Social Analytics-").

.
/
.

Folksonomy
, .
,Taxonomy / , Folksonomy-
, .

100

. (
) ,
,
.



.

,

.

Social Strategy-

Glocalization

( ,
) . , Glocalization
( ) (
) .
: , , , , .
,Web 2.0-

" ,
.

Network Effect
" " , ,
. "
: , ?
.
. ? .

101

(")

.

:
,
.


.

 Social Strategy-

Perpetual Beta
Beta ( .)Perpetual Beta
, .
.

Wisdom of the Crowd or CrowdSourcing

:
Open Source -" ,
.
" " ( )Collective Wisdom .
, .
- Wikipedia
" . ,,
, .
( history)
. " "Wikipedia Wikipedia -
.

102

Beta

.Engagement

( ).
CrowdSourcing-

.


.

,
.

Social Strategy-

WOM - Word Of Mouth

WOM " " ,
( ," ,IM , Micro Blogging ,) .WOM-
,
.
WOM ( ) ,
WOM-
.
, WOM- .
, , - ,
.

, .

103

WOM , ,
,
,
.
WOM
.,
,
Facebook-
,
.



. , ,
.

MultiChannel Organization
(") . :
, ,
.
. ,
,
. .
( ,
, ).
(").
(").
(").

Cross Channel Culture

:
, :


""

104

.
(")

.

.
,

,
,

.
""

.

(")
Engagement

,

.

Cross Channel Incentives

:

(") (")
." , ,
, .
,
, , ,
.

VOC - Voice Of the Customer

" " .
( , ) .
" " , :

(" )Listening Platforms


,VOC - " ," ( CEM -") " .

105

,
,
( ) .

VOC
,

.

MC Analytics Multi Channel Analytic

, (" Channel
)Specific Analytics .
:
.
, .
.
- ( ) .

. ,' .

Channel Specific Analytics

.
. .
, ,
' . ,
, , .
, ,
.

106

(")

.

.
,

(")

(").

( Engagement")
,

,

.
.

Analytical CRM

. CRM-
( CRM-")
( .)DWH
, ,
' . CRM- CRM- ,
.

Web Analytics
.
, .
.
,
,
.
ROMI .
:
, .

107

CRM-

.



.


Cross
sale .
,

.

Mobile Analytics
, , , ,
Mobile Analytics . "
, , , , .

Mobile- .
.

Social Analytics

. ,
.
( Listening Platforms") : ,
, -
.
, .

"" ? - ?

108

Mobile-

(")
Cross sale.

. ,
Mobile-

.Mobile-

.
.

( Engagement")


.

Customer Segmentation
:
,
/ , ' .
-
.
,
,
. ,
.

Engagement Metrics
Engagement-
:
( Involvement) - ?
( Interaction) - ?
( Intimacy) - ?
( Influence) - /
?

109

,
.

(")
.

( Engagement")


.
Engagement

.

,
,
( Engagement") .
,
,
.
, ,
IT
" "
.
, , , ,
.
. ,
IT ,?
IT- ,
( )
.

113

"Someones sitting in the shade
today because someone planted
"a tree a long time ago.
Waren Buffet

Automatic Call Distribution

:
.

(.)skill base routing
,
.
, .


: , '.

114

(")


.

BI - Business Intelligence
:
, , ,
.
: ,
.
:
( , , , )
" .
Business Intelligence Platform
Business Performance-.

BLOG platform
.
, ,WordPress
, ,SaaS Blogger .Google
(") MOSS
.

115

BI

:
()
(")
(").

(
) Channel
( Analytics").
( Listening Platforms")

,
( Social CRM").

Campaign Management
:
Campaign Management

.
: ,
,
. ,
.
Campaign management
,
.

ChatterBot
, .
,
(") . ,
.

116

,

.

()Campaign Execution
"
.
, , ,

(").
ChatterBot

,

.

Content Management
:
, " "
.just in time, just in place ,
"" ;
,
.
,WCM - Web Content Management
. WCM
, (
) , , .
,
.

117

, ,
.

,
""Create Once Publish Many

.

CRM - Customer Relationship Management

: .
CRM
, .

. CRM "
, .
,
, , .

Operational CRM
CRM :
CRM .
CRM ,
. , ,
, CRM-.
CRM-
, , .

118

"

". CRM-

-.



.
CRM-
.

CRM-


.

Social CRM
CRM :

. CRM-

.
CRM- .
CRM :
( facebook, twitter') .
'
.
.

XRM eXtended Relationship Management

XRM CRM ,
, , , . XRM

.
, .

119

Social CRM

.CRM-


( ,)VIP- /

.

XRM

.

.

CTI - Computer Telephony Integration

: -
,
CTI .
, , " ," -
.
CTI ( IVR-")
.

Distribution Platform
( ,,
') , ( ,Mobile" , , ,
') , .
.

.

. .

120

(").

.



( )

.

e-Commerce Software

,
( CRM-")
,


.

EPSS - Electronic Performance Support System

EPSS
:







.

:
,
.
.
, ,Amazon
SaaS
(.)Software as a Service
:
EPSS , , ,
, , .
.
EPSS :



, :
Up Sale ,Cross Sale- (") '

121

Listening Platform
,

.
,Listening Platform Brand
,Monitoring ,
.
Brand monitoring- Listening Platforn- ""
( )Mining .
,Listening Platform , :
-" , ,
. , , ,
YouTube Flickr-.
-" ,
: , , , , ( ).
- ,Dashboards" ,
( CRM ) BI- .

122

Listening Platform



.

.CRM- ,

,
.

Portal Platform
(")
. ,
.
( Portlet Web Part
" - Portal- "

.
: ,,
, DAM ,
Web 2.0 WIKI Platform
(") ( Blog Platform").
: ,
(") , " " .

.

123

:
,
,
.

One stop shop

.

""
,
.

RSS - Rich Site Summary / Really Simple Syndication

. RSS - .
RSS
. .
, RSS-
, .
,RSS 300 - ,
. RSS
.

, RSS -
, ,
.

124

RSS-
XML
.
,
.

,

iGoogle
( ,)FeedDemon
( )NetNewsWire
( Facebook- Blog RSS Feed
.)Reader app

Search Engine
:

.
.
" "
""
: ,
, .
( ) ,"
, , Pattern Recognition ,.
" " .

125

.

.
Google desktop
,Windows Search-


.

SOA Service Oriented Architecture

SOA .
, ," "
, .
, ,
"".
"" SOA is the single, most-important theme in modern application development
.2002 - SOA
Buzz .
SOA , , , .
SOA , ,
. , -
.

126

SOA
(

)
:,mobile ,
.
()Consistency

,
, .SOA

Social Platforms
:
.
, Facebook, Bebo, MySpace :
LinkedIn . , .
.
FOAF
XML .

Unified Desktop
:

/ .
,
. , ,
.
.
( ,)Integration on the glass
.
" ".

127

.

.

.
IVR-
CRM- .
,

.


.CRM-

Voice Recognition
:
.
/ .

.
, .
,
.

Widgets engine
Widgets :
( Yahoo, Google') , (
Facebook, Orkut -') . Widgets
XML, JavaScript
. Widget -
.

128

Voice Recognition
IVR
(")

.

.Widgets -
, ,

.

WIKI platform
Wiki "" . Web-
, ,
. Wiki
.
Wiki- ( Wikipedia
" )( Wiktionary , "
) .
( )Web 3.0 Wiki-
.
.

129

Wiki

,

" ,
,
.

3
3 C's Strategy

11

A
Accessibility
Actionable Alerts
Advertise Model
Affiliate Marketing
Alerts
Analytical CRM
Augmented Reality
Automatic Call Distribution
Avatar

81
48
97
99
48
107
49
114
76

B
BI
BLOG platform
Blogs
Brand Monitoring
Business Intelligence
Business Intelligence Platform
Business Performance
business Strategy

115
115
68
122
115
115
115
97

C
Campaign Management
CEM
Channel

Channel Continuity Plan
Channel Customer Experience
Channel mix
Channel Optimization
Channel Specific Analytics
Channel Specific Strategy
ChatterBot
Choice
Collective Wisdom
Collectors
Commerce Arena
Commerce Platform
Communicators
Connectors
Consistency
Consistency BIL
Content Management
Continuity
Convenience
Cost Per Action

116
83
8
96
80
95
19
106
95
116
11
102
28
46
47
29
29
11
96
117
11
82
99

Cost per Call

Cost per Sale
Creators
Critics
CRM
CRM
CRM
Cross Channel Culture
Cross Channel Incentives
Cross Channels Customer Experience
Cross-Channel Optimization
CrowdSourcing
CTI
Customer Engagement
Customer Experience
Customer Experience Manager
Customer Interaction
Customer Relationship
Customer Segmentation

99
99
28
28
118
119
118
104
105
81
19
102
120
13
80
83
11
13
109

130

Data/Service as Intel Inside

Delegators
Digital Immigrants
Digital Natives
Direct Channels
Distribution Channels
Distribution Platform

Fax
Field Representative
Folksonomy

99
30
26
26
9, 41
10, 57
120

E
EBD
e-Commerce Software
EED
Effectiveness
Efficiency
e-mail
Empowerment Model
Engagement Metrics
Entertainers
EPSS
Errors
e-Strategy
External Representative

84
121
85
88
88
57
97
109
29
121
88
97
39

57
39
100

G
Gatherers
Glocalization

30
101

H
Home Page

44

Internet Channel
Internet Strategy
Intimacy
Involvement
iPhone AppStore
IPTV
iView
IVR

44
97
109
109
52
63
123
61

J
Joiners

28

I
IM
Inactives (Mobile)
Inactives (Social)
Inbound Call Center
Influence
Innovation in Assembly
Integration on the glass
Interaction
Interactive Kiosk

131

74
29
28
37
109
99
127
109
59

Kiosk Software

59

L
Landing Page
Learnability
Life Streaming
Listening Platform
Long Tail

44
88
69
122
98

M
M2M Mobile Applications
Mail
Marketing Funnel
Marketing Site
Mash-up-able
Mash-ups
m-banking
m-business
MC Analytics
m-commerce
Media Social Networks
Memorability
Micro-blogging
MMOG
Mobile 2.0
Mobile Advertising
Mobile Analytics
Mobile Application
Mobile Application Store
Mobile Barcode
Mobile Channel
Mobile Field Service
Mobile Graffiti

50
57
12
45
99
99
50
50
106
50
72
88
68
76
51
51
108
52
52
53
48
53
54

Mobile IM
Mobile Search and Discovery
Mobile Self Service Applications
Mobile SFA
Mobile Strategy
Mobile Technographics
Multi Channel Analytics
Multichannel
8
MultiChannel Organization
Multichannel Roadmap
MultiChannel Strategy

74
54
55
55
97
29
106
104
96
94

N
Narrowcasting
Navigation
Network Effect

63
47
101

P
P2P Social Networks
Perpetual Beta
Persona
Persona Based Design
Personalization
Persona-lization
photoblogs
Place Shifting
Portal
Portal Platform
Portlet
Price & Service Seekers
Price seekers

73
102
31
86
86
86
68
62
45
123
123
31
31

On-line Store
Online to Representative
Online to Store
Operational CRM
Outbound Call Center
OVI Nokia

46
21
20
118
37
52

Representative Based Channels 9, 33

Representative to Online
21
Research to Sales
20
Right Channeling
19
ROMI
18
RSS
124

132

S
Satisfaction
Search Engine
Self Directedness Attitude
Self Service Site
Sell Model
Service Center
Service Seekers
skill base routing
SMS
SOA
Social
Social Analytics
Social Bookmarks
Social Channels
Social CRM
Social Networks
Social Platforms
Social Recommendations
Social Strategy
Social Technographics
Social to Sales
Social to Service

88
125
30
46
97
38
31
114
58
126
58
108
72
10, 65
119
70
127
73
100
28
21
21

Soloists
Sound branding
Spam Act
Spectators
Store to Online
SuperConnected

30
61
58
28
20
29

T
Talkers
Technographics
Touch Screen
Touchpoint
TV Channel

29
27
60
12
62

U
UCD
Unified Desktop
Usability
UX

87
127
88
89

V
Validators
Viral Advertisment

Viral Marketing
Virtual Agent
Virtual worlds
Vlogs
VOC
Voice Of the Customer
Voice Recognition

103
40
75
68
105
105
128

W
WCM
Web Analytics
Web Content Management
Web Part
WebClip
WebSlices
Widgets
Widgets engine
WIKI platform
Wisdom of the crowd
WOM
Word Of Mouth

30
103

133

117
107
117
123
56
56
56
128
129
102
103
103

mobile

76
19
19
109
109
11
106
94
97
97
101
45
46

84
115
68

30
101

98
98
98
44
44

104
98
11
12
109
48
48

128
46

99
80

134

81
80
89
102
102
46

mobile

27
28
29
62

11
26

104
26
97
97
97
37

37
61
30
120
83
117
125
74
109
61
13
114
96
49
38

81
82
83
116
118
117
47
40
39
12

40
38

mobile -

135

75
85
87
11
8
48
44
62
57 ,10
65 ,10
41 ,9
33 ,9

45
123
109
127
47
103

31
86

30

127
103
88

121
86
95
105
104