Social CRM Presentation at New Comm Forum

Social CRM : Putting the Customer First Jacob Morgan

Thanking the Academy
Esteban Kolsky- Think Jar
Mitch Lieberman- Sugar CRM
Paul Greenberg- Author, CRM at the Speed of Light, Yankees Fan
Jeremiah Owyang- Altimeter Group
Brent Leary- CRM Essentials LLC

Principal, Chess Media Group Author, Twittfaced Blogger: jmorganmarketing.com Traveler, Chess Lover, and Explorer Fellow @SNCR

Agenda
An Airline Tale
The Landscape
Challenges and Evolution of SCRM
Examples
Models and Frameworks
Key Takeaways

Qantas

What is Social CRM?
“ Social CRM is a philosophy & a business
strategy, supported by a technology platform,
business rules, workflow, processes & social
characteristics, designed to engage the
customer in a collaborative conversation in
order to provide mutually beneficial value in a
trusted & transparent business environment.
It’s the company's response to the customer’s
ownership of the conversation ." ~ Paul Greenberg, Author of CRM at the Speed of Light

OR Social CRM Is…
Social CRM is a part of social business
that helps companies make sense of
(and then act on) the data they collect
from social customer interactions .

Current Challenges
Multiple data sources
Customer demands and
Expectations
Customers taking control of conversations and brand image
Customer insights
Humanizing the brand/transparency
Staying ahead of the competition
Acquire, develop, and retain customers

The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light

The Numbers
Fastest growing sector for Internet use is communities ( 5.4% in a year )
Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)
By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM)

Slide by Deloitte

Will Companies Succeed? “ By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group

Agenda

Agenda Created by Jeremiah Owyang and Ray Wang from Altimeter Group

Dr. Natalie Petouhoff,

Did This Affect Stock Price?

“ Don’t get numb with the numbers, it’s about the customer experience!”

Models and Frameworks Social CRM is Sexy I love Social CRM Do you do Social CRM?

The Point Thanks Mitch!

Qantas Gap is Small
Prompt resolution (had someone on the phone soon after)
Two-way communication (on Twitter, email, and the phone)
Collaborative relationship (helped me select destinations)
Personalization (I received a custom Powerpoint presentation with steps outlining how to get the special offers)
Feeling of importance

What Can be Improved?
Respond faster (had I been in the ASAP purchase phase, they would have missed me )
Post the issue into a community (I’m sure I’m not the only one who had this problem)
Build an advocacy program (I’m now an advocate)
Know when I purchase (follow up with me, get me to buy again, follow my conversations)
Collaborate with me and the community (improving the experience)

YOU The Best SCRM Model is…

Long Road Ahead

Key Takeaways
Social CRM starts before social media
As with E2.0, we are just scratching the surface
Time to start looking deeper and beyond just social tools. Time to start looking at business integration and strategy (let’s get real)
Technology is an enabler but SCRM is a strategy
SCRM is an evolution of CRM, not a replacement
Frameworks and models are still adapting and changing (and this will continue)
Find what works for your company
End game should be to develop a social business
There is still a long road ahead

Thank You
chessmediagroup.com
[email_address] .com
Twitter: @jacobm
Blog: jmorganmarketing.com

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Social CRM Presentation at New Comm Forum

by Jacob Morgan on Apr 23, 2010

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Social CRM Presentation at New Comm Forum — Presentation Transcript