Trends in Social CRM - Francois Ruf (Microsoft), Keynote Speaker @ Social Business Forum 2013

1. Trend in Social CRM
François Ruf

2. Social customer engagement will move
into mainstream B2C and B2B
2
1№

3. The customer is king
Pervasive adoption of modern social tools will drive business transformation
1№
90% companies using
social technologies that report
business benefit from them
Changes how
we work
65%of
companies are
deploying at
least one social
software tool
Always on --
Consumers use
an average of 4devices every day
20% expect
a response
within one hour
via social media
Rise of the social
consumer
44% of
consumers
complain via
social media
Communities across
customers, partners, &
employee
Rising consumer
engagement in social
channels
Business transformation to a
connected enterprise

4. Social CRM goes mainstream
4
1№
Fundamental shift happened in the buying process of
customers through the rise of the social media phenomenon
Businesses are no longer in the driver seat
Customers don′t want to be sold to
The adoption of social technologies will be
mission critical to stay in business.

5. Accelerated adoption of social technologies
and convergence with global digital trends
5
1№
Social
business value
Shift from IT to
business
Virtual teams
IT budgets are down 5%,
yet tech spending is up 18
to 20%.
Constellation Research, Consumerization of IT
and the Next Gen CIO, June 2012)
By 2015, 75% of
knowledge-based project
work in the Global 2000
will be completed by
distributed virtual teams.
(Gartner, PPM Market Universe: Techniques and
Tools for Project Collaboration, June 2011)
We estimate between
$900 billion and $1.3
trillion in value can be
unlocked through the use
of social technologies
(McKinsey Global Institute, The social economy:
Unlocking value and productivity through social
technologies, July 2012)

6. Accelerated adoption of social technologies
and convergence with global digital trends
6
1№
Mobile –
everywhere
New generation
of employees
SaaS/Cloud –
faster and easier
adoption
By 2014, Millennial (born
between 1980 and 2000)
will make up 47%
of the workforce.
(Forrester, Informal Learning Garners
Acceptance as a Legitim<ate Learning Approach,
July 2011)
More than half of all
spending on apps will
occur in the cloud by
2016.
(Constellation Research, Consumerization of IT
and the Next Gen CIO, June 2012)

7. Integration, Automation, Intelligence
7
2№
How to scale 1-1 relationships with customers?

8. Integration, Automation, Intelligence
8
Biggest Challenges
2№
Massive amount of data and touch points
Near real time interactions
Heterogenic channel landscape
Cultural adoption and internal policies

9. Integration, Automation, Intelligence
9
Two approaches
2№
Seamless integration into business
processes with intelligent preprocessing
and analytics
Let the crowd do the work!

10. Integration, Automation, Intelligence
10
Let the crowd
do the work!
2№
Establish managed
communities
Example: Swisscom

11. Integration, Automation, Intelligence
11
Lead Generation for Ernst
& Young – Transaction
Advisory Services
2№
Push deal alerts to sales by
tracking and analyzing M&A
rumors connected to the CRM
system
Example: Ernst & Young – Lead Generation
Merger
Acquisitio
n
Investment
Selle
rDeal
Volume
Buye
r
Target
Broker

12. Lead Generation how to – Ernst & Young
2№
Get
the data
1
STE
P
Analyze
the data
2
STE
P
Identify the
sales
person3
STE
P
Deliver deal
alert
4
STE
P
►
Social listening/
monitoring to detect
and collect the data
►
Natural Language
processing to identify
target, buyer, deal
volume in the text
►
Check with existing
M&A databases if case
is already identified
►
If not – you have a
rumor
►
Merge with CRM data
to find out who is
responsible for that
account
►
Send mail/notification
and create and
opportunity

13. 13
Social Insights at your fingertips
2№
1
STE
P
Contextual
social insights
in your sales
and
marketing
process

14. Collaboration at any point in your process
14
2№
Example: Yammer social layer
Discuss and collaborate
on leads and opportunities

15. Predictions:
Understanding the behavior of the customer
15
Big Data and the power of algorithms
3№
Attaching the customers voice to your CRM process will
enable to analyze it’s behavior and wishes
Select the right time for engagement
Deliver tailor-made offers

16. Built in social:
Products designed with social inside
16
4№
Example: Spotify Example: Zynga

17. Built in social:
Products designed on top of social
17
4№
Community is part of the product
Social customer care is part of the product
All social data and analytics is available in whole CRM
process
Lead generation through collaboration and sharing

18. Built in social:
Products designed on top of social
18
4№
Understand social as a platform to build
products on top of it connected to your
CRM solution

19. Convergence with other big trends
19
5№
Augmented reality
Mobile
Artificial intelligence
Cloud
Internet of things
Big Data

20. Convinced?