Social crm


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How CRM systems are leveraging social software to enhance customer engagement

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Social crm

  1. 1. Za Social: How brands can enhance CRM using social apps<br />27th January 2011<br />
  2. 2. What is Social CRM ?<br />
  3. 3. Social CRM<br />“Social CRM represent the continuing journey by organizations to deliver the right customer experience at the right time. It is fundamentally about how to and where toreengage with customers.”<br />-From Jeremiah Owyang’s webinar on SCRM <br />
  4. 4. Social CRM Process<br />Facebook<br />Twitter<br />LinkedIn<br />Online conversations<br />Blogs<br />News<br />Mssg forums<br />CRM<br />Profiles<br />Workflows<br />Interactions<br />Transactions<br />Social –influence<br />History<br />Listening tools<br />Community<br />Response & business communication<br />Phone calls<br />Emails<br />Feedback forms<br />Compaints<br />
  5. 5. Using Social Apps for enhancing CRM<br />
  6. 6. Social CRM tools spectrum<br /><ul><li>Integrated social hubs
  7. 7. Social apps built on sales force CRM platform
  8. 8. CRM integrated listening tools
  9. 9. CRM integrated support forums
  10. 10. Buzz Visualization
  11. 11. Curation enabled support forum</li></ul>High<br /><ul><li>Tools for customer acquisition
  12. 12. Tools for customer retention</li></ul>Social(conversational, <br />many-to-many, engaging)<br /><ul><li>Recommendation engine
  13. 13. Customer service software
  14. 14. Contact profiling
  15. 15. Support forums</li></ul>Low<br />High<br />Low<br />CRM (database driven, <br />one-to-one, private)<br />- Social tools tend to be oriented towards conversation or a particular CRM process <br />
  16. 16. Social CRM Use Cases<br />- SCRM tools used by brands seem to be aligned to at least one of alimeter’s use cases<br />
  17. 17. Social Apps for Customer Acquisition<br />
  18. 18. Rapportive – Gmail Extension<br /><ul><li>Use case: Social lead generation
  19. 19. SCRM tool: Contact profiling
  20. 20. Usage: Shows social profiles of user’s Gmail contacts along with latest conversations
  21. 21. Impact: Helps profile contacts and understand them better</li></li></ul><li>Gatorade Conversations Visualization <br /><ul><li>Use case: Social Marketing insights
  22. 22. SCRM Tool: Buzz visualization
  23. 23. Usage: Helps understand relevant market buzz through a friendly user interface
  24. 24. Impact: Improves response processes and influences customer engagement strategies</li></li></ul><li>Target Product Recommendation App<br /><ul><li>Use case: Social sales insights
  25. 25. SCRM tool: Recommendation engine
  26. 26. Usage: Recommends customized deals depending upon user’s interest in other deals
  27. 27. Impact: Improved product selection for consumer</li></li></ul><li>Kingfisher Social Hub Application<br /><ul><li>Use case: Rapid social marketing response
  28. 28. SCRM tool: Integrated social hub
  29. 29. Usage: Shows user activity at all social hubs at one location
  30. 30. Impact: Deep insight into consumer behavior. Recognition of influencers/ evangelists</li></li></ul><li>Mark’s Referral FB App<br /><ul><li>Use case: Social Campaign tracking
  31. 31. SCRM tool: Social app built on Salesforce CRM platform
  32. 32. Usage: Maps users social graph to generate referrals
  33. 33. Impact: Campaign promotion and measurement of word - of - mouth referrals. Increased knowledge database of potential customers</li></li></ul><li>Dell Radian 6 – Salesforce Integration<br /><ul><li>Use case: Rapid social marketing response
  34. 34. SCRM tool: CRM integrated listening tool
  35. 35. Usage: Allows integration of relevant buzz and profiles with CRM database</li></li></ul><li>Social Apps for Customer Retention<br />
  36. 36. Vodafone Discussion App <br /><ul><li>Use case: Peer - to - peer unpaid armies
  37. 37. SCRM tool: Support Forum
  38. 38. Usage: Default Facebook tab used for support and discussions
  39. 39. Impact: Customer support on queries</li></li></ul><li>HootSuite Feedback App<br /><ul><li>Use case: crowd source innovation
  40. 40. SCRM tool: Curation enabled discussion forum
  41. 41. Usage: Allows users to create and vote the best ideas for HootSuite
  42. 42. Impact: Best idea crowdsourcing</li></li></ul><li>Rosseta Stone Customer Support App<br /><ul><li>Use case: Rapid social response
  43. 43. SCRM tool: Customer service software
  44. 44. Usage: Allows users to ask questions, find answers and chat with CRM agents
  45. 45. Impact: Provide support to customers on customer hubs like Facebook</li></li></ul><li>Ask Pampers App<br /><ul><li>Use case: Social support insight
  46. 46. SCRM tool: CRM integrated support forum
  47. 47. Usage: Allows users to share ideas, report problems, give kudos or ask questions
  48. 48. Impact: Salesforce integration allows stronger SCRM capabilities with the conversation data</li></li></ul><li>About Kuliza<br />
  49. 49. About Kuliza<br />Kuliza is a social technology firm focused in helping companies leverage social software, community platforms, mobile and cloud computing for improving business performance, communication and customer engagement. <br />
  50. 50. Kuliza Offerings<br />
  51. 51. Ask us how to build Social CRM tools ! <br /> | | @kuliza <br /><br />@achintya85<br />