On Social CRM - Will McInnes

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Will McInnes' presentation on Social CRM, presented during Social Media Week 2011.

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  • http://www.flickr.com/photos/icelandic_sheepdog/3071125716/
  • http://www.flickr.com/photos/id-iom/3325655624/sizes/z/
  • On Social CRM - Will McInnes

    1. 1. On Social CRM @willmcinnes
    2. 2. the 1/9/90 rule Clients
    3. 3. Future of SCRM
    4. 4. <ul><li>‘ Acquire ’ or ‘Get customers’ </li></ul><ul><li>‘ Enhance ’ or ‘Make the experience better’ </li></ul><ul><li>‘ Retain ’ or ‘Keep customers’ </li></ul>the 1/9/90 rule Traditional CRM phases
    5. 5. Not joined up
    6. 6. Unicorn land
    7. 7. But is this SCRM?
    8. 8. the 1/9/90 rule <ul><li>Everything is easy for everyone </li></ul><ul><li>The consumer is in control of their stuff </li></ul><ul><li>The organisation is in control of their stuff </li></ul><ul><li>All the databases sing together like a gospel choir, sweet and heavenly </li></ul>
    9. 9. <ul><li>Create stronger loyalty by offering tailored stuff </li></ul><ul><li>Move faster and better than competitors by knowing more, sooner </li></ul><ul><li>Reduce operating costs by minimising faff, replication and silliness </li></ul>http://www.flickr.com/photos/icelandic_sheepdog/3071125716/ The prize
    10. 10. the 1/9/90 rule <ul><li>Buzz monitoring </li></ul><ul><li>Community engagement </li></ul><ul><li>Community at scale </li></ul>How we got here
    11. 11. the 1/9/90 rule <ul><li>Buzz monitoring </li></ul><ul><li>Community engagement </li></ul><ul><li>Community at scale </li></ul><ul><li>Joining up data sources </li></ul><ul><li>Then doing something meaningful with the results… </li></ul>The mission
    12. 12. <ul><li>http://www.flickr.com/photos/abecity/2735645881/ </li></ul>
    13. 13. Phases of SCRM <ul><li>Buzz monitoring </li></ul><ul><li>Community engagement </li></ul><ul><li>Community at scale </li></ul><ul><li>--------- we are here </li></ul><ul><li>Joining up </li></ul>
    14. 14. http://www.flickr.com/photos/id-iom/3325655624/sizes/z/
    15. 19. the 1/9/90 rule SCRM wishlist <ul><li>Involves Customer Service </li></ul><ul><li>Offers consumers an SLA </li></ul><ul><li>Documented, working processes across the organisation </li></ul><ul><li>Appropriate systems and technology in place </li></ul><ul><li>Internal training </li></ul><ul><li>Underpinned by clear and agreed definition of value </li></ul><ul><li>Manages privacy </li></ul><ul><li>Is proactive </li></ul><ul><li>Handles unstructured data </li></ul><ul><li>Highly contextual </li></ul>
    16. 20. Thanks – let’s discuss @willmcinnes

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