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 …)

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…

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 …

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

Blogs, Podcasts & Videos

Wikis, RSS, Social Networks

Many other Web 2.0 Tools

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

Blogs, Podcasts & Vidcasts

RSS

Comments

Idea Exchange

Blog : customer support and marketing tools

Voting

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

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

Customer Segments & Communities

Product Specific

Marketing Tool

Educational Tool

Customer Service Tool

Text Mining & Web Analytics

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

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 .

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

Jesús Hoyos

[email_address]

Blog: www.crmenlatinoamerica.com