1. Andreas Uthmann
Zurich, November 2012
Social Customer Engagement
Background, Examples & Opportunities
Copyright 2012 by Blueconomics Business Solutions GmbH
2. 2
About this document
This presentation is designed as part of the
Euro*MBA Winterschool «Customer Centric Engagement”
curated by professor Clemens Bechter
The objective is to
introduce and discuss the background, examples and
opportunities
of social customer engagement
It is NOT confidential.
Feel Free to distribute with respect to the underlying copyright of
third-party materials
as well as reference to www.Blueconomics.info or this
presentation.
Copyright 2012 by Blueconomics Business Solutions GmbH
5. 5
How can You differentiate from competition?
Needs &
Relationships.
Empowering B2B Customer
Relationships.
Intimacy
Cost,
Time &
Quality. Operational Product
Excellence Leadership
Innovation,
Design &
Technology.
Copyright 2012 by Blueconomics Business Solutions GmbH
6. 6
Customer Intimacy is CEO Priority #1
Source: IBM Institute for Business Value, «Capitalizing on Complexity – Insights from global CEO Study», May 2010.
Copyright 2012 by Blueconomics Business Solutions GmbH
8. 8
Business Opportunities in Social Media
Listen Engage
Social Media Monitoring Online Support
Content Collaboration
Social
Community Media Crowdsourcing
Social Media Marketing Co-innovation
Promote Learn
Copyright 2012 by Blueconomics Business Solutions GmbH
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i2S Studie 2012: CRM Herausforderungen
Copyright 2012 by Blueconomics Business Solutions GmbH
12. 12
The Evolution of Customer Relationship Mgmt.
Hierarchies Value Networks Communities
1990+ 2010+
Analytical
• Process efficiency • Effectiveness
• Strategic decisions
• Cycle times • Virtual Teamwork
• Market knowledge
• Costs • Social networks
• Performance
• Quality Monitoring • Communication
• Reporting
Transactional Collaborative
2000+
Copyright 2012 by Blueconomics Business Solutions GmbH
13. 13
Investment Priorities
Source: IBM Institute for Business Value, «Frem Stretched to Strengthened. Insights from the Global CMO Study.», October 2011.
Copyright 2012 by Blueconomics Business Solutions GmbH
14. Combining the Power of 2 Worlds.
Win. Grow.
SocialSalesMap®
Customer
Social Relationship
More Customers. Management
Networks
Less Work.
(CRM)
Copyright 2012 by Blueconomics Business Solutions GmbH
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What REALLY is a Social Network?
People Relationships Content
Contacts/Pic Connections Status Updates
Job/Title/CV Friends Posts/Tweets
Interests Follower Pics/Vids/Docs
Profile Social Graph Newsfeed
Copyright 2012 by Blueconomics Business Solutions GmbH
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The «Social Sales» Cycle
Who? 2 What?
Identify Analyze
1
How?
Act
3
Copyright 2012 by Blueconomics Business Solutions GmbH
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Why «Social Sales»?
Source: Aberdeen Group, «Social Selling: Best-in-class Targeting of the Right Message, at the Right Time, for the Right Person», 2012.
Copyright 2012 by Blueconomics Business Solutions GmbH
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Why Social Relationship Management?
Business Lifecycle Cross- &
Growth Revenue Upselling
Increase Optimize Collaborate
Win Rate Touchpoints Effectively
Drive Your Sales, Marketing and Service Effectiveness
by leveraging the power of collaboration, social networks and CRM.
Pro-Active Enhance
Mitigation Efficiency
Risks Costs
Copyright 2012 by Blueconomics Business Solutions GmbH
29. 29
Source: McKinsey & Company,»Business and Web 2.0: An interactive feature”, November 2011.
Copyright 2012 by Blueconomics Business Solutions GmbH
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www.Blueconomics.info
Copyright 2012 by Blueconomics Business Solutions GmbH
Editor's Notes
The world is changing. So is the CRM landscape. Enabled by technological innovation but driven by business needs & requirements. Collaboration, mobility, usability, cloud computing, social CRM and other macro and micro trends will fundamentally change the way we use, interact with and benefit from CRM systems. In the past, CRM was about managing contact information, transactions and reports. But CRM will open up. It will be a platform for teams to collaborate. It will be an environment for social networking. It will be a service supporting sales people, not just in the office. And users will enjoy working with it, because it will help them achieving and exceeding their targets. Blueconomics anticipates and drives the customer potential of “Collaborative CRM” to become reality.