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How CRM systems are leveraging social software to enhance customer engagement

How CRM systems are leveraging social software to enhance customer engagement

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Social crm Social crm Presentation Transcript

  • Za Social: How brands can enhance CRM using social apps
    27th January 2011
  • What is Social CRM ?
  • Social CRM
    “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.”
    -From Jeremiah Owyang’s webinar on SCRM
  • Social CRM Process
    Facebook
    Twitter
    LinkedIn
    Online conversations
    Blogs
    News
    Mssg forums
    CRM
    Profiles
    Workflows
    Interactions
    Transactions
    Social –influence
    History
    Listening tools
    Community
    Response & business communication
    Phone calls
    Emails
    Feedback forms
    Compaints
  • Using Social Apps for enhancing CRM
  • Social CRM tools spectrum
    • Integrated social hubs
    • Social apps built on sales force CRM platform
    • CRM integrated listening tools
    • CRM integrated support forums
    • Buzz Visualization
    • Curation enabled support forum
    High
    • Tools for customer acquisition
    • Tools for customer retention
    Social(conversational,
    many-to-many, engaging)
    • Recommendation engine
    • Customer service software
    • Contact profiling
    • Support forums
    Low
    High
    Low
    CRM (database driven,
    one-to-one, private)
    - Social tools tend to be oriented towards conversation or a particular CRM process
  • Social CRM Use Cases
    - SCRM tools used by brands seem to be aligned to at least one of alimeter’s use cases
  • Social Apps for Customer Acquisition
  • Rapportive – Gmail Extension
    • Use case: Social lead generation
    • SCRM tool: Contact profiling
    • Usage: Shows social profiles of user’s Gmail contacts along with latest conversations
    • Impact: Helps profile contacts and understand them better
  • Gatorade Conversations Visualization
    • Use case: Social Marketing insights
    • SCRM Tool: Buzz visualization
    • Usage: Helps understand relevant market buzz through a friendly user interface
    • Impact: Improves response processes and influences customer engagement strategies
  • Target Product Recommendation App
    • Use case: Social sales insights
    • SCRM tool: Recommendation engine
    • Usage: Recommends customized deals depending upon user’s interest in other deals
    • Impact: Improved product selection for consumer
  • Kingfisher Social Hub Application
    • Use case: Rapid social marketing response
    • SCRM tool: Integrated social hub
    • Usage: Shows user activity at all social hubs at one location
    • Impact: Deep insight into consumer behavior. Recognition of influencers/ evangelists
  • Mark’s Referral FB App
    • Use case: Social Campaign tracking
    • SCRM tool: Social app built on Salesforce CRM platform
    • Usage: Maps users social graph to generate referrals
    • Impact: Campaign promotion and measurement of word - of - mouth referrals. Increased knowledge database of potential customers
  • Dell Radian 6 – Salesforce Integration
    • Use case: Rapid social marketing response
    • SCRM tool: CRM integrated listening tool
    • Usage: Allows integration of relevant buzz and profiles with CRM database
  • Social Apps for Customer Retention
  • Vodafone Discussion App
    • Use case: Peer - to - peer unpaid armies
    • SCRM tool: Support Forum
    • Usage: Default Facebook tab used for support and discussions
    • Impact: Customer support on queries
  • HootSuite Feedback App
    • Use case: crowd source innovation
    • SCRM tool: Curation enabled discussion forum
    • Usage: Allows users to create and vote the best ideas for HootSuite
    • Impact: Best idea crowdsourcing
  • Rosseta Stone Customer Support App
    • Use case: Rapid social response
    • SCRM tool: Customer service software
    • Usage: Allows users to ask questions, find answers and chat with CRM agents
    • Impact: Provide support to customers on customer hubs like Facebook
  • Ask Pampers App
    • Use case: Social support insight
    • SCRM tool: CRM integrated support forum
    • Usage: Allows users to share ideas, report problems, give kudos or ask questions
    • Impact: Salesforce integration allows stronger SCRM capabilities with the conversation data
  • About Kuliza
  • About Kuliza
    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.
  • Kuliza Offerings
  • Ask us how to build Social CRM tools !
    Kuliza.com | sales@kuliza.com | @kuliza
    Achintya.gupta@kuliza.com
    @achintya85