Wim Rampen

Why Do B-Schools Still Teach The Famed 4P’s Of Marketing, When Three Are Dead? That was the question raised by Jens Martin Skibsted and Rasmus Bech Hansen and it received some good traction. Skibsted and Hansen argue that the only P of the four alive is Product.

Now, I won’t spend time...

Winning in sports is easy.. that is, it’s an easy concept.. Winning in business is not..

The concept of winning requires someone else to lose.. Not a problem in sports, it’s a game. Losing is not a concept that works well in business though. Even negotiation works best if the outcome is beneficial for both parties to the table..

Winning in business should be about creating nothing but winners, because even if both you and your competitors grow, this means that you are growing the total pie.. And growth of the pie means Customers are winning as well..

Winning in business is not about outperforming the competition. Winning in business is about co-creating superior value with all stakeholders, for all stakeholders. It is is about building an ecosystem that is so unique, it becomes a market, or category, in itself.

Being a winner in business is all about finding your spot in the ecosystem, where you can best help others be winners too..

What do you...

I think trying to define something is a very good exercise to understand what you are dealing with or what you are trying to do it for. It also helps to communicate internally. And regardless of what many say, I don’t think there are enough definitions of (Social) CRM, at least not good ones.. But that is a personal opinion, not relevant to today’s post.

If, for whatever reason, you have a need for a definition of (Social) CRM, please take into consideration the 5 things you need to know about (Social) CRM for you to make your own definition, described here:

1. What’s your point of view?

The concept of (Social) CRM has been defined and explained by many different people inside and outside “the industry”. Be it marketeers, scholars, IT-consultants, vendors etc etc. they all have their own point of view, they all take with them their own backgrounds and biases.

Definitions only tells you so much about (Social) CRM itself....

I’m a big fan of Business Model Generation and the Business Model Canvas. I find it rather useful in many situations to explain the essence of CRM Strategy, Customer Experience and the importance of the other building blocks to the blocks in the upper-right part of the Business Model Canvas.

I also find it not to provide the depth sometimes needed to explain how Company’s resources and capabilities need to be aligned with Customer’s resources and the Customer’s journey to result in a Customer’s experience that creates value for both companies and Customers.. co-creates as one should say.

Yesterday evening I played around with the canvas and came up with my own Value Co-Creation Canvas.. It’s far from finished or perfect, but I believe it’s good enough to present to you and ask you for feedback. I think it should be...