18 Use Cases That Show Business How to Finally Put Customers First.
Customers continue to adopt social technologies at a blinding speed – yet organizations are unable to keep up. Why? Rapid adoption of social networking enables users to connect with individuals and communities who share mutual interests, increasingly leaving organizations out of the conversation. Simply hiring more people to keep up with social marketing, sales, and support will not be sufficient, as consumers and their new channels will always outnumber employees. As a result, companies need an organized approach using enterprise software that connects business units to the social web – giving them the opportunity to respond in near-real time, and in a coordinated fashion.
Social CRM: The New Rules of Relationship Management
1.
Social CRM: The New Rules of
Relationship Management
18 Use Cases That Show Business How to
Finally Put Customers First
March 5, 2010
By R “Ray” Wang and Jeremiah Owyang
with Christine Tran
Edited by Charlene Li
Includes input from 42 ecosystem contributors
2. Table of Contents
Open Research .............................................................................................................. 3
Disclosures..................................................................................................................... 3
Ecosystem Input ............................................................................................................ 3
Influencer Input.............................................................................................................................3
Vendor Input .................................................................................................................................3
Purpose and Intent ........................................................................................................ 4
Executive Summary....................................................................................................... 4
Customers Have Moved – Organizations are Falling Behind .................................... 5
Social CRM Reconnects Organizations Back to Customers .................................... 6
Avoid the Hype – Deploy Social CRM for Business Value ......................................... 7
Get Value: Adopt the 18 Social CRM Use Cases ........................................................ 8
All Use Cases Start with Listening............................................................................... 9
Social Customer Insights Form the Foundation for All Social CRM Use Cases ..........................9
Social Marketing Seeks to Achieve Customer Advocacy...........................................................11
Social Sales Enables Seamless Lead Opportunities ..................................................................12
Social Support and Service Drives Sustainable Customer Satisfaction.....................................14
Social Innovation Streamlines Complex Ideation .......................................................................15
Collaboration Reduces Organizational Friction and Stimulates Ecosystem ..............................16
Seamless Customer Experience Sustains Advocacy Programs ................................................17
Recommendations....................................................................................................... 19
Resources..................................................................................................................... 20
Sources......................................................................................................................... 21
About Us ....................................................................................................................... 22