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Social CRM vision by Logica
 

Social CRM vision by Logica

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Vision on Social CRM: customer engagement through social media

Vision on Social CRM: customer engagement through social media

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  • Hoi Robbert,

    Heldere presentatie. Het is een interessant onderwerp waar veel meer bedrijven meer mee moeten doen. Relaties worden steeds belangrijker en ik denk dat 'Social CRM' een goede manier is om relaties met (potentiële) klanten en partners te verstevigen.

    Ga hier vooral mee door en ik hou me aanbevolen voor eventuele vervolg presentaties.

    Met vriendelijke groet,

    Mark van der Meijden
    Business Intelligence
    Caesar Groep
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    Social CRM vision by Logica Social CRM vision by Logica Presentation Transcript

    • Social CRM
      Vision on Social CRM: customer engagement through social media
      RobbertFaase
      June 10, 2010
    • Result: Customer Engagement
      The move to user generated content
      Social Media
      Customer Relationship Management (CRM)
      Social CRM
      Logica on Social Media
      Concluding
      Agenda
      Social CRM
      Commentsorremarks? Tweet@rfaaseand #guru4pro
    • Traditional media versusand non-traditional media
      Multi-channel approach:
      Putting thought into reaching the customer using multiple channels
      No. 3
      Result: Customer Engagement
      Social CRM
      User Generated Content
      customermarketsyou!
      traditional media
      semi traditional media
      non-traditional media
    • Web 1.0
      Static
      “printing books”
      Request information
      Connecting computers
      Doesn’t invite…
      The move to User Generated Content
      Web 2.0 (Social Media)
      Interactive
      “online media”
      Share information
      Collaboration between people
      Invites to participate
      Social CRM
    • Social Media
      Customer Engagement
    • “Social Media lets users interactively publish and share content via various devices on an open platform that enables service mash-ups.” (Faase, Helms, and Spruit, 2010)
      Social Media moved the consumer to the producer side. (Anderson, 2007; Reinhard, 2009)
      Social Media offers new opportunities for sales and marketing in CRM to engage customers in new ways (Wood, 2008)
      No. 6
      Social Media
      Social CRM
    • No. 7
      Social Media types
      Social CRM
      Multimedia Sharing
      Social Tagging
      Social Networks
      Blog’s
      mashups
      Wiki’s
      Syndication
    • Who is the customer?
    • Customer RelationshipManagement
      Customer Retention
    • “Customer Relationship Management (CRM) creates an understanding of the market and customer behaviour and aims to improve the customers’ lifetime value through customer interaction.” (Faase, Helms, and Spruit, 2010)
      CRM is about understanding the customer
      CRM changed the customer strategy from customer acquisition to customer retention (Winer, 2001)
      CRM can create a more personal interaction with the customer, but only one-way (company-to-customer) (e.g. Payne & Frow, 2005; Verhoef, 2003; Bose, 2002)
      No. 10
      CustomerRelationship Management
      Social CRM
    • one-wayinteraction
      Company > Customer
    • two-wayinteraction
      Company <> Customer
    • Social CRM
      CRM + Social Media
    • “Social CRM is about creating a two-way interaction between the customer and the firm. It is a CRM strategy that uses Social Mediato encourage customer engagement and involvement.” (Faase, Helms, and Spruit, 2010)
      Social CRM reduces the gap between the customer and the firm
      Reach the customer in his or her trusted environment, with their extensive networks of friends and followers
      It is not a set of technology, but a company-specific strategy
      Software as a Service (SaaS) possibilities
      No. 14
      Social CRM
      Social CRM
    • No. 15
      Social CRM model – management to engagement
      Social CRM
      (Faase, Helms, and Spruit, 2010)
    • Social CRM
    • No. 17
      Community management; threeways
      Social CRM
    • Logica on Social Media
      How do we listen to our community and engage with them?
    • No. 19
      Logica SCRM Framework
      Social CRM
      Tweet
      Presenceon
      SocialNetwork
      Influencers
      Presenceon
      (Micro)blogs
      Sentiment Analysis
      RealtimeSocialMedia monitoring
      Sharevideos
      CompetitorAnalysis
      Reach out to the customer
      CRM integration
      Etc…
      Etc…
      @Customer
    • PresenceListeningActing
      YouTube.com/LogicaTV
      Twitter.com/Logica_guru4pro
      Twitter.com/Logica_NL
      Twitter.com/LogicaPlc
      Twitter.com/logica_spark
      LinkedINgroup
      Logica RSS feeds
      Logica onFacebook
      Logica.hyves.nl
      Logica.TV
      Blog.logica.com
      NU Zakelijk columns
      Many more…
      No. 20
      How we interactwithourcommunity
      Social CRM
    • Social CRM
    • Social CRM
    • Social CRM
    • Social CRM
    • Social CRM
      Most important: listen and act
      bothinternalconversations
    • Social CRM
      Most important: listen and act
      and externalconversations
    • Concluding
      Result: Customer Engagement
    • Multi-channel approach
      Traditional media and non-traditional media
      User Generated Content
      Two-way interaction with Social Media
      Customer input through involvement
      Customer retention through engagement
      Reducing the gap between customer and firm
      Start with being present on the Social web
      Listen and Act accordingly
      Social CRM is not a technology, it is a company-specific strategy
      Logica is able to support you to fully implement the SCRM Framework to engage with your customers
      No. 28
      Concluding
      Social CRM
      Logica SCRM Framework
    • Thank you
      RobbertFaase
      FindthispresentationonSlideshare
      robbert.faase@logica.com @rfaaseslideshare.net/rfaase/