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Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
Social CRM: A Function or a Business Strategy
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Social CRM: A Function or a Business Strategy

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Social CRM is a key business aspect these days in the social media domain. This presentation highlights key frameworks of Social CRM with relevant examples.

Social CRM is a key business aspect these days in the social media domain. This presentation highlights key frameworks of Social CRM with relevant examples.

Published in: Business, Technology
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  • 1. Anandan Pillai FPM Research Scholar, MDI, Gurgaon Social CRM / CRM 2.0: A Function or a Business Strategy ?
  • 2. Definitions
    • CRM is a philosophy and a business strategy supported by a system and a technology designed to improve human interactions in a business environment. (Greenberg, 2003)
    • Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes, and social characteristics , designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment . It’s the company’s response to the customer’s ownership of the conversation. (Greenberg, 2010)
  • 3. Traditional CRM
  • 4.  
  • 5. Traditional CRM – ‘Operational’
  • 6. Weaknesses of Traditional CRM
    • Reactive measure
    • Transaction oriented
    • Less involvement with customers
    • Less chances of amending value proposition
  • 7. Drivers of SCRM
    • Mobile devices & Internet penetration
    • Customer’s online purchase behavior
    • E-commerce / M-commerce / F-commerce
    • Social network phenomenon
    • Increasing brand participation in social networks
    • Open tendency of people to discuss and share online
    • Content available in various formats – text / audio / video / games etc.
  • 8. Gen C
    • Content
    • Connected (with peers)
    • Creative
    • Collaborative (with firms)
    • Contextual
    • Communicative
    • Source: Greenberg (2010)
  • 9.  
  • 10. SCRM Process
  • 11. SCRM Process
  • 12. Rich Information Captured
    • Transaction data
    • Customer Profiles
    • Customer Experience Maps
    • Social Network Analysis
    • User Generated Content (UGC)
  • 13. Traditional vs. Social CRM Traditional CRM Social CRM Focused at the end of value chain Focused throughout the value chain Transactional / Operational Relational Customer “Management” Customer “Engagement” Inside – out Outside-In & Engagement oriented Isolated technologies (Siebel, Oracle, SAP) Integrative technologies (Database oriented + Social) One – way communication Dual way communication Intellectual property owned by firm Intellectual property shared between firms and stakeholders Marketing oriented Strategic Management
  • 14. RoI of SCRM efforts
    • Improved brand experiences
    • Increased Sales
    • Enhanced customer knowledge
    • Increased number of brand influencers in market
    • Positive word of mouth
    • Positive sentiment about brand
  • 15. SCRM Framework
    • Woodcock, Green & Starkey (2011)
  • 16. Case study 1 Book- CRM at the Speed of Light
    • Asked questions in communities like LinkedIn & Plaxo to connect with CRM experts
    • Asked questions on Twitter, FriendFeed, Facebook
    • Setup a wiki Pbwiki
    • Award winning personal blog PGreenblog
    • Third party blogs on social customer.
    • Community gave suggestions via mail, phone, wiki, blog, community discussion, Twitter, surveys etc.
  • 17. Case study 2 SheepStop
    • Crowdsource T-shirt designs
    • Selection of designs by polls on Facebook
    • Selling of T-shirts by bids on Twitter
  • 18. Case study 2 SheepStop
  • 19. Case study 3 HP – Project Fusion
    • Unstructured data (Amazon.com reviews, customer surveys,  customer support logs, and other natural-language text)
    • Structured data (customer support tickets, sales transactions, customer demographics)
    • Using HP Labs’ new text analytics technology, the team first converted the unstructured data into a structured format
    • Identify sentiment more granularly than other solutions
    • Deployed specialized support staff before customers call for help
  • 20. Case study 4 Hippo (Parle product)
    • No vendor management system in place
    • No push sales
    • Generated pull through Twitter
    • “ If you don’t find Hippo, Tweet us, we will reach there”
    • Managing supply chain, product variety through active listening and engagement on Twitter.
  • 21.  
  • 22. Case study 5 Ching’s Secret (Capital Foods Ltd.)
    • Automated alerts setup with the help of tools to track any conversation about brand on web.
    • Responded messages within ‘5 minutes’ between 7 am and 11pm (7 days a week!)
    • 36 people monitor their brand – Food technologists, Chefs, Leadership team, Sales, Marketing, etc.
    • 6 months content database is kept ready!!
  • 23. Challenges
    • 24 x 7 listening
    • Dig / store / create & share content
    • Changes in organizational structure
    • Change in organizational culture / philosophy
    • Combined commitment and enthusiasm towards a central goal
    • Streamline internal and external processes
    • Build community around brand
  • 24.  
  • 25. Takeaway ?
  • 26. Reach Me
    • @anandan22
    • [email_address]

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