To socialcrm and beyond!

to social crm and beyond! esteban kolsky thinkjar

implementing social CRM1. first, consider end result (why are you doing this)2. second, compare to your business (gap analysis)3. third, lay out the basic components (core strategy) a. mission b. vision c. goals d. objectives4. fourth, measurement (how do you know if it worked)5. fifth, setup governance (how to manage it)6. sixth, get buy-in (always important)7. seventh, implement and start again (iterative process)

communities community management “social” analytics engine social crm actionable layer unit system-of-record integration layer erp crm scm record social crm stacksystems of

first, we had social media

then, we moved to social CRM

finally, we evolved to social business

the missing word? collaboration

evolution of “social” technologies social collaborative business enterprise SCRM E2.0 CRM Collaboration1990 2010 2015 2020

the collaborative enterprise collaborate around and with clients, partners, suppliers E2.0 & consumers collaborate to understand jobs-to-be- doneSocialCRM co-create to meet expectations act on insights provide and surpass the expected experience

tenets of collaborative enterprise• cannot be social business without being social• cannot be customer-centric without collaboration with customers• two fundamental shifts – knowledge workers are becoming norm, thus knowledge is critical – social customer is becoming norm, demanding social businesses – collaboration is way to work, achieve goals today

let the collaboration inoutside of the inside of the business businesscustomer …but cannothas an idea… implement the ideacustomer …companycreates createsknowledge… same knowledgecustomer …company hasknows fix for problem to beproblem… fixed

collaborating for knowledge knowledge document “island” partner base repository data knowledge ontology taxonomy business rules content rulesinternal users communities CRM inventory shipping ecommerce financing

collaborating for ideas

collaborating for feedback performance loyalty morale satisfaction effectivecustomer process agent end-to-end process

collaborative enterprise ground rules• access – who, where, how, why, and what• roles – inside and outside, interchangeable• compliance – legal team may be friend or foe – your decision• transparency and trust – not stupid transparency, smart transfer of trust• value co-creation is goal, objective, and end

questions?

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To socialcrm and beyond!

by Esteban Kolsky

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