3. #e2Conf #SCRM #SocBiz
what is social crm?
a) new communication channels, methods
b) new way for business to interact with customers
c) facebook, twitter, social networks, communities
and forums brought into crm
d) paradigm shift that has revolutionized the world
e) snake oil, snake skin, and snake teeth
f) the 21st century equivalent of a “vast wasteland”
g) so cool!
h) it’s complicated… you wouldn’t understand
4. #e2Conf #SCRM #SocBiz
what is social crm
crm is a philosophy and a business strategy,
supported by a system and a technology,
designed to improve human interactions in a
business environment.
the company's programmatic response to the
customer's control of the conversation.
paul greenberg
crm at the speed of light
editions 1 through 4 and beyond
6. #e2Conf #SCRM #SocBiz
the need for social crm
function
rules
channel
function
rules
channel
customer
businessfunction
survey
customer
community
experience
socialnoise
(maybe)
9. #e2Conf #SCRM #SocBiz
paradigm or generational shift?
loyalty
economy
internet
www
personal
computes
social
evolution
service
economy
1960s
1970s
1980s
1990s
2000s
baby boomers generation x generation y
generational generational generationalparadigm paradigm
14. #e2Conf #SCRM #SocBiz
the collaborative enterprise
collaborate around and
with clients & consumers
collaborate to
understand jobs-to-be-
done
co-create to meet
expectations
act on customer insights
provide the expected
customer experience
collaborate to include
value chain
Social
CRM
E2.0
15. #e2Conf #SCRM #SocBiz
success in social crm
• Success is fleeting
– Social crm is not well established
– No success stories for proper crm using social yet…
but
• There are examples of success in different
business functions
– Including subset of crm functions
• Success in social media for business, as it relates
to customers can be considered social crm
success
– For now…
16. #e2Conf #SCRM #SocBiz
success in social crm
• Social Service – Widgetbox
– gave users the space to implement a focused community,
– Integrated it with their helpdesk ticketing system
– Widgetbox agents and SME worked in the community.
• Social Sales, Service, Collaboration – Best Buy
– Twelpforce
– Noticed they often had to recommend additional products
– Extended to tap into their catalog, automate searching for
specific recommendations, and automatically placing links to
those products in the forums.
– provided reviews, space for commentaries, and links to related
products.
• Social marketing – Groupon, HBO
