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The Future of Social CRM and How to Get There Today The Future of Social CRM and How to Get There Today Presentation Transcript

  • The Future ofSocial CRM andHow to Get ThereTodayBaochi NguyenSenior Social StrategistApril 2012
  • ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 2
  • A Glimpse Into The Evolution Of CRMThen… Now…• Assigned Everyone Departments• Company-Defined Customer-Defined Process Process• Defined Channels Customer-Driven Dynamic Channels• Business Hours Customer Hours• Transaction Interaction• Inside Out Outside In ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 3
  • Conversation TechnologyMetrics/Reports Processes ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4
  • Baochi Nguyen5554329 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5
  • Baochi Nguyen5554329 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6
  • ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 7
  • ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 8
  • We all want to make our revenue numbers. To do so, we must acknowledge the acquisition and retention power of the post-sales experience. Keep your current customers happy, and show potential customers how well you do business.The Proof Is In The Stats… ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9
  • 81 Billion Internet minutes spent on socialnetwork/blogs…#1 online activity.– Nielsen, 201140% of Twitter users regularly search for products orservices via Twitter.- Ink Foundry, 201174% of consumers rely on social networks to guidepurchase decisions.– ODM Group, 2011 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 10
  • 62% of consumers have used social media for customerservice issues.– ZenDesk, 201181% of consumers using social media sayits important for businesses to respond to questions andcomplaints.– comScore and TMP Directional Marketing, 201065% of users recommendations led to a purchase, andrecommendations by social media users were twice aslikely to lead to holiday gift purchases.– Mr. Youth, 201160% of the businesses who have increased revenues inthe past six months stated that going the extra mile incustomer service was more important than ever.– Sage UK, 2012 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11
  • And Yet Most Brands Are Failing ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12
  • 56% of top 50 brands did not respond to asingle customer comment on their Facebookpage in 2011.- A.T. Kearney, 201171% of customer complaints on Twitter areignored.- Maritz Research 2011Of those who were contacted, 83% „Loved‟ or„Liked‟ being contacted.- Maritz Research 2011 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13
  • The Solution“I genuinely believe that anybusiness can create a competitiveadvantage through givingoutstanding customer care.” - Gary Vaynerchuk, Author and Social Media Expert ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 14
  • Deliver Excellent Social Care5 best practices for delivering excellent socialcare 1. Prioritize channels 2. Establish teams and expectations 3. Specify process 4. Add social profiles to existing customer database 5. Train the call center on social media ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 15
  • 10 Tips For Social Customer Care1. Assess the situation, get 6. Provide helpful links the specifics 7. Sometimes, the best2. Apologize, offer help, response is no response ask questions 8. Don‟t trash the3. Be respectful, friendly competition and appreciative 9. When in doubt, ask for4. Know when to switch to guidance private communications 10. Twitter, Facebook,5. Solicit and flag tweets for LinkedIn, etc., are relevant internal teams public forums; everyone is listening ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 16
  • Monitoring, Metrics & ROI• Monitoring: • ROI: • Common issues • Prevention: Error + Slow • Product/service feedback Response Time • Competitor conversations = PR Disaster. • Customer service saves• Metrics: and upsells • Customer cases per social • Social customer service = channel reduction in call center • Response time contacts • Most common issues “We are in an era of new media yet we‟re still trying to measure with old metrics.” – Frank Eliason, SVP Social Media at Citi ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 17
  • Monitoring: Hootsuite Dashboard ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 18
  • Company-Wide Reports• Operations: • Sales and Marketing: • Volume of social • Top 15% of customer customer care base • Top issues • Top 15% of customer • Correlation with the call prospects center data • Major competitors• Product: • Kudos, compliments, • Feedback on products, brand buzz services, features • Social performance • Common complaints, numbers bugs, wish lists, ideas ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 19
  • Example Metrics and Reports Cases ARPIL 2012 200 12-MONTH AVERAGE 141 VARIANCE +59 CHANGE 42% ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 20
  • Pass Along The Praise ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 21
  • Questions? Baochi Nguyen @baoch RingCentral @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 22