Web 2.0 should be part of your CRM

Web 2.0 should be part of your CRM Strategy as channels to interact with customers Jesús Hoyos www.crmenlatinoamerica.com

Some CRM History…
Call Centers evolved into Contact Centers
Static Web sites are now dynamic and offer many CRM functions
Many departmental CRM solutions
Account Statements, Web, IVR, Point of Sale, Email, Chat & Phone – many options to interact with the customer
Lack of integrated CRM systems and processes – (Please hold, I will transfer you to …)

Are we really interacting with the customer?
Lack of integrated process and systems are not allowing companies to listen to the customer
Many options to interact with the customer where the focus is to CONTROL how we interact with the customer
Lack of access to customer information at the enterprise level
Customer calls in with a problem …Nobody can help the customer …This has created frustration with the customer …
Customer turns to the web for information and to interact with others…

Now the customer is empowered to interact with others …
Blogs, Podcasts & Videos
Wikis, RSS, Social Networks
Many other Web 2.0 Tools
Community Marketing Consumer Generated Content The voice of hundreds and thousands You need to add Blogs, Podcasts and Videos as channels of interaction CRM + Web 2.0 = CRM 2.0

Community of Blogs … the consumers are talking Perú Colombia Argentina United States

Salesforce.com
Blogs, Podcasts & Vidcasts
RSS
Comments
Idea Exchange
Blog : customer support and marketing tools
Voting
Good example of using blogs and other Web 2.0 tools … http ://success.salesforce.com

Another good example - Wells Fargo Blogs - http://blog.wellsfargo.com
Blogs
Podcasting
Feeds / RSS

Customer Segments & Communities
Product Specific
Marketing Tool
Educational Tool
Customer Service Tool
Text Mining & Web Analytics
Maximize the use of your Blog

Next Steps …
Come up with a strategy to integrate blogs and podcasts with your traditional CRM channels
Use additional Web 2.0 tools for marketing, customer service and sales (RSS, Voting, Wiki, etc)
Let the customer participate and interact with others
Listen to the customer: text mining & web analytics
Let your customer decide how to interact

Last Words …
You should start focusing on incorporating all of these Web 2.0 tools into your CRM strategy as soon as possible.
This is a critical way to keep your customers informed and involved with your company and brand.
The key to this approach is allowing the customers to interact and be a part of the discussion.
This customer interaction will provide you with an excellent data source for marketing, sales and service.
Excellent data for customer segmentation .

Jesús Hoyos
[email_address]
Blog: www.crmenlatinoamerica.com

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Web 2.0 should be part of your CRM

by Jesus Hoyos

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