Social CRM & the Customer of the Future - SoMeBizLife conference
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Social CRM & the Customer of the Future - SoMeBizLife conference

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Taking a look at the social customer of the future and the implications to the corporate ecosystem that this customer is driving

Taking a look at the social customer of the future and the implications to the corporate ecosystem that this customer is driving

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  • Products & Services that address personal needs; solve problems
  • Issues: How do we support closed loop process on multi channel marketing efforts – SMs, etc
  • Issues: How do we support closed loop process on multi channel marketing efforts – SMs, etc
  • Issues: How do we support closed loop process on multi channel marketing efforts – SMs, etc
  • Business’ role in customer/customer interactions? Moderate? Listen and Report Influence? Fix
  • Crowdsourcing for customer service Dell Best Buy Comcast
  • How does this effect traditional marketing channels? Is there now a 5 th P?
  • How do companies maintain a single view of the customer ? Channel Integration via process (“sCRM”) How to provide an integrated view so that information I shared cross – channel How do these data effect traditional marketing? Role of influencers Marketing communications via channel(s) of choice
  • Understanding demand drivers for service Proactively delivering solutions to customers – this is not spam

Social CRM & the Customer of the Future - SoMeBizLife conference Social CRM & the Customer of the Future - SoMeBizLife conference Presentation Transcript

  • Social CRM & The Customer of the Future Barry Dalton CIO & Reformed CRM Consultant Telerx Marketing Inc. Today
  • Social CRM – Its not Social Media
    • “ Social CRM is the company’s response to the consumers control of the conversation”
    • - Paul Greenberg: CRM at the Speed of Light
  • Customers Don’t Buy Like They Used To Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009 Awareness Familiarity Consideration Purchase
  • Consumers Don’t Buy Like They Used To Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009 mobile social web email @ store print call center Awareness Familiarity Consideration Purchase
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  • Questions:
    • How many of you have engaged a company for service through a social channel?
    • How many of you currently provide service or support to your customers through social channels?
  • Customer Relationship Management
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  • Day in the Life of the Consumer of the Future Mom blogging Recipe Look Up Menu building Mom tweets Rep engages Dietician responds Mom at grocery store Rep texting reply Does your cheese spread Contain gluten? No ur good. Try Dirt Cups desert. Yum! No ur good. For dessert Try apple turnovers. Yum! I ‘m diabetic. R these ok? Mom continues … … ybe you would like to Try Fluffy Sugar Free Jello-O Pie instead . … Baking new Brand X recipe for Suzy’s party. She loves it! Mom-Blog Planning Suzy’s birthday party. Looking for menu ideas for 10 kids. @mom Good luck w/the recipe. My kids love it! Txt 57238 if u get stuck Also click on this link for Cheese spread cpn http://tinyurl/uwc87s Maybe Try Fluffy Sugar Free Jell-O Pie instead. Here is the link to our recipe. http://tinyurl.com/cRT67v .
  • Day in the Life of the Consumer of the Future Clicks photo of item still looking for; buys online Speech Recognition & Customer Hold Messaging Mom connected with IVR Checks out website… clicks on icon to call Mom checks out Mom blogs to 5,000 readers I just want to talk to a person. Bypass! Join our Innovation Community, to sign up… Speaks with tech savvy Rep Have you tried this recipe? I will send you a coupon. Mom-Blog Bday party big success http://twitpic.com/ . New Brand X recipe was so easy see recipe @ BrandX site!
  • Day in the Life of the Consumer of the Future Mom & Rep enter chat session to locate product Mom receives email … joins Innovation Community and more Receives text via Text Messaging Service Video conference tomorrow Leverage your most important assets to create strategic business advantage Rep: Hi Mrs. Mom Mom: Hi Mom: I am looking for Golden Oreos Minis Rep: I will take you to the Netgrocer website we can shop together. Mom : Thanks I will submit the order Rep: Have a nice day. Bye.
  • What are the implications?
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  • Crowdsourcing
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  • The Challenge Needs A New Approach Marketing, Sales & Service Team Hundreds of Net New Processes Communications Customer store mobile social web email @ print call center One Process – One System Customer store mobile social web email @ print call center Communications Customer-centric Coordination
  • Who Owns It?
  • Interactive Marketing Public Relations Interactive Marketing and Public Relations partner with Brand Teams/Agencies for brand plans incorporating Social Media Customer Service Interactive Marketing and Customer Service partner to provide campaign management closed-loop follow up All three functions partner w/ Legal, others on Social Media guidelines, KPIs, organization structure Customer Service and PR partner for crisis management, brand hijacking
  • Social CRM requires new service & support capabilities From To Static Knowledge Management Dynamic Knowledge Monitoring Call Center Operations Social Media Integration Desktop Applications [CRM] Information Gathering & Analysis Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service
  • ROI of Social CRM – Engaging customers in the service & support model Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service Author Publish Consume Feedback Analytics Authors create and/or modify content. In the social web, authors are also consumers Publishing workflow and engagement guidelines Users (agents AND consumers) use the content to address issues. Analytics data gathered based on usage to identify ‘superusers’ Users provide feedback such as recommendations on products. Ratings on content usefulness Analytics & Insight on what is working well, what needs improvement in the customer experience
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  • Who’s Doing It? Who’s Doing It?
  • Most Recent Ideas Reloadable cards should NEVER be empty Schizandra Tea (Oriental herb Tea) Lower the price of oatmeal Bring the caramel waffle cookies to the States!! “Tired of waiting on line…” RFID tag in car window sticker Skinny Peppermint Mocha Every store has every real moving story, let's find it Hold a concert event reusable ceramics coffee filter Dell XPS 15 - USB 3.0 Problem 451 responses !
  • Barry Dalton twitter:@bsdalton LinkedIn: barrydalton Facebook: barry.dalton2 email: [email_address] Blog: http://custservicestories.blogspot.com