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Loyalty and Social CRM      Tristan Bishop, Director of Digital StrategySymantec Social CRM                               ...
20,500 employees               Founded in 1982                 48 countries            $6.7 billion revenue in FY 2012    ...
Overview          1       Connecting Social Media to Growth          2       Adopting Social CRM          3       Closing ...
Connecting Social Media to GrowthSymantec Social CRM                     4
Social Adoption is Rising• Social Network use  increasing in every age  group• 60% of social network  users follow brands•...
Social Media in 2013   1. Social networking is now the      most popular online activity   2. 62% of adults worldwide now ...
Loyalty Enables Growth  Customer Loyalty correlates to Compound Annual Growth Rate                              (CAGR)Syma...
Experience Enables Loyalty  Consideration Creates Commitment • Calculated “Lifetime Customer Value“ at   $12,500 per cycli...
Awareness Enables Experience• Drivers have mobile access  to CRM and NPS data for  EVERY repeat customer• They know exactl...
Social Increases Awareness• “Your customers ARE  discussing your brand on  social channels! “• “The conversation IS  happe...
Adopting Social CRMSymantec Social CRM       11
Customers Control the Conversation                      What Should We Do?Symantec Social CRM                        12
Adopted a formal Social CRM program1. Integrates customer social activity with corporate knowledge2. Fosters engagement wi...
Actionable Internet Mentions™ (AIMs)   1. An off-brand mention of a      Symantec product that requires                   ...
Studied Incoming Social Media Posts    1.    Case: Request for help          resolving real-time issue    2.    Query: Que...
Created AIM Classification Process                            Problem WITH                                              Ca...
Closing the Social LoopSymantec Social CRM           17
Staffed a Global Triage TeamSymantec Social CRM            18
Prepared Social RespondersEndorsed by Senior Leaders     Trained by Corporate PR• Approved by BU leaders       • Complete ...
Began Triage Process                                   Blogs               Social Media                                   ...
Gradually Added Products                          Design          Launch    Backup Exec           July 2011       October ...
Volume: AIMs™ by Class, FY Q4 2012Consumer = 10,437 AIMs                                             CPG AIM Volume   Rave...
CY13: EMEA SCRMNext Steps1. Train SES staff who can   read in   Spanish, Portuguese, Frenc   h and German2. Train Symantec...
CY13: APJ SCRMNext Steps1. Train SES staff who can   read in Chinese and   Japanese2. Train Symantec escalation   contacts...
Symantec Social CRM   25
Thank you!    Tristan Bishop    Twitter: @KnowledgeBishop    Copyright © 2010 Symantec Corporation. All rights reserved. S...
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Nps 13 loyalty_and_social_crm_at_symantec

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Net Promoter and Social CRM

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  • 1) Social Network use by those aged 50+ has doubled in the past year (from 22% to 42%)Source: Pew Internet & American Life Project, August, 2010http://pewinternet.org/Reports/2010/Twitter-update-2010.aspx2) http://www.empathica.com/12-06-10_ConsumersFollowBrandviaSocialMedia.html3) http://www.marketingprofs.com/charts/2011/4613/fortune-global-100-social-media-savvy-getting-savvier
  • Will have become a billion dollar market within 18 months
  • Noise = all internet mentions that are not relevant or actionable. For example, a company posting an open position for a Backup Exec admin.
  • Transcript of "Nps 13 loyalty_and_social_crm_at_symantec"

    1. 1. Loyalty and Social CRM Tristan Bishop, Director of Digital StrategySymantec Social CRM 1
    2. 2. 20,500 employees Founded in 1982 48 countries $6.7 billion revenue in FY 2012 Footprint on a billion systems 1500 global patents Every Fortune 500 company is Fortune’s Most Admired a customer CompaniesSymantec Social CRM 2
    3. 3. Overview 1 Connecting Social Media to Growth 2 Adopting Social CRM 3 Closing the Social LoopSymantec Social CRM 3
    4. 4. Connecting Social Media to GrowthSymantec Social CRM 4
    5. 5. Social Adoption is Rising• Social Network use increasing in every age group• 60% of social network users follow brands• 40% of the Fortune Global 100 use Twitter for customer serviceSymantec Social CRM 5
    6. 6. Social Media in 2013 1. Social networking is now the most popular online activity 2. 62% of adults worldwide now use social media 3. 80% of US social network users prefer to connect with brands through Facebook 4. 40% of Twitter users regularly search for products in Twitter 5. Social commerce sales will total $9 billion in 2012 Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/Symantec Social CRM 6
    7. 7. Loyalty Enables Growth Customer Loyalty correlates to Compound Annual Growth Rate (CAGR)Symantec Social CRM 7
    8. 8. Experience Enables Loyalty Consideration Creates Commitment • Calculated “Lifetime Customer Value“ at $12,500 per cyclist • Gave free parts and service to distressed “drop-ins” on family rides • Won 400 brand advocates in first year • Sixty dollar parts investment protected five million dollar value streamSymantec Social CRM 8
    9. 9. Awareness Enables Experience• Drivers have mobile access to CRM and NPS data for EVERY repeat customer• They know exactly who they are serving• Awareness helps provide superior experienceSymantec Social CRM 9
    10. 10. Social Increases Awareness• “Your customers ARE discussing your brand on social channels! “• “The conversation IS happening, whether brands care to participate or not!” Deb Eastman, SatmetrixSymantec Social CRM 10
    11. 11. Adopting Social CRMSymantec Social CRM 11
    12. 12. Customers Control the Conversation What Should We Do?Symantec Social CRM 12
    13. 13. Adopted a formal Social CRM program1. Integrates customer social activity with corporate knowledge2. Fosters engagement with partners, prospects and customers3. Generates opportunities for multiple business functions (sales, support, marketing, PR, engineering, legal)Symantec Social CRM 13
    14. 14. Actionable Internet Mentions™ (AIMs) 1. An off-brand mention of a Symantec product that requires All Mentions analysis or engagement AIMs 2. Posted on a publicly visible social network, blog or forum 3. Posted by someone who is not a Symantec employee 4. Assigned to the Symantec Noise = all internet employee best equipped to mentions that are not relevant or actionable engage AIM ™ is a term created and trademarked by SymantecSymantec Social CRM 14
    15. 15. Studied Incoming Social Media Posts 1. Case: Request for help resolving real-time issue 2. Query: Question that doesn’t require support resource 3. Rant: Insult that merits brand management consideration 4. Rave: Praise from Symantec brand advocate 5. Lead: Pronouncement of near-term purchase decision 6. RFE: Request to enhance a product with a new feature 7. Fraud: Communication from an unauthorized provider of Symantec productsSymantec Social CRM 15
    16. 16. Created AIM Classification Process Problem WITH Case Product Yes Question Query ABOUT Product Suggests RFE Requests Help? Improvements Switching Lead Vendors No Exposes Piracy Fraud Happy Rave General Mention Unhappy RantSymantec Social CRM 16
    17. 17. Closing the Social LoopSymantec Social CRM 17
    18. 18. Staffed a Global Triage TeamSymantec Social CRM 18
    19. 19. Prepared Social RespondersEndorsed by Senior Leaders Trained by Corporate PR• Approved by BU leaders • Complete the training on Symantec Social Media• Experienced (often senior) University employees• Many Directors and Sr. ManagersSymantec Social CRM 19
    20. 20. Began Triage Process Blogs Social Media Monitoring Message boards Tool Symantec Social Triage Team Employee Case Response Query Review Rant Rave Product 1 Lead Product 2 RFE Product 3 Fraud 20Symantec Social CRM 20
    21. 21. Gradually Added Products Design Launch Backup Exec July 2011 October 2011 Endpoint Protection July 2011 October 2011 Net Backup August 2011 October 2011 Endpoint Mobility October 2011 November 2011 Enterprise Vault November 2011 December 2011 Website Security January 2012 February 2012 Encryption February 2012 March 2012 Norton Core March 2012 May 2012 Storage Management September 2012 October 2012 Norton Zone December 2012 January 2013 Norton Emerging January 2013 February 2013Symantec Social CRM 21
    22. 22. Volume: AIMs™ by Class, FY Q4 2012Consumer = 10,437 AIMs CPG AIM Volume Rave 4143 Rant 2572 Case 1505 Fraud 1342 Lead 563 Query 271 RFE 41 0 500 1000 1500 2000 2500 3000 3500 4000 4500Shared Engineering Services 22
    23. 23. CY13: EMEA SCRMNext Steps1. Train SES staff who can read in Spanish, Portuguese, Frenc h and German2. Train Symantec escalation contacts who are fluent in these languages3. Create global SCRM triage process for European languagesShared Engineering Services 23
    24. 24. CY13: APJ SCRMNext Steps1. Train SES staff who can read in Chinese and Japanese2. Train Symantec escalation contacts who are fluent in these languages3. Create global SCRM triage process for Asian languagesShared Engineering Services 24
    25. 25. Symantec Social CRM 25
    26. 26. Thank you! Tristan Bishop Twitter: @KnowledgeBishop Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.Symantec Social CRM 26
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