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The Social Business - CRM 3.0

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The World is changing – It’s all about connections …

The World is changing – It’s all about connections
Social, digital and mobile present awesome opportunities to engage customers with brands ecosystem. I call it CRM 3.0, the world doesn’t revolve around your brand any more, and you have to understand the connected consumer and were you have permission to play with their lives. Which levers to pull? In order to do it you need to establish a conversation engine to deliver real-time customer communications, when, where and on the platform your costumer wants it. Not when it suit you or when you’re ready to send out a batch run. Do you have single customer view? Are you getting the return they promised from that CRM platform? Are all your stockholders aligned? How you achieve this?

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  • 1. 1 The Social Business - Things to think about and get right The Social BusinessIn the past, customers and other stakeholders could voice their opinions of your organization byletters, emails or phone conversations. But, their ability to influence others was rather limited. With thegrowth of the Web 2.0 customer ability to reach and influence others has increase exponentially.Customer reaction to an ad campaign, service glitch or cool new product feature can reach millions ofpeople within hours or mints. This trend is on the upswing and at the heart of all this, a new breed ofconsumers emerging - and they are changing the very foundation of business.Business recognized that these new webs of influence present challenges to traditional salesand marketing methodologies, but at the same time, present powerful opportunitiesto develop more satisfying and profitable customer interactions and even turn former critics into supporters or proponents. Today business and organizations cannot rely on marketing and selling to the mass audiences. Customers have the power to demand individual treatment and to broadcast their feeling about your company far and wide. The strengthen customer loyalty, companies must engage them in personal relationships that extend beyond the point of purchase.Having a Facebook page and setting up a Twitter account for your company does not make youa Social Business! These are simply manifestations of a culture that embraces and promotes aspirit of collaboration and community throughout the entire employee, customer, supplier andpartner eco system. You can’t develop a comprehensive unified communications strategywithout monitoring, analyzing and responding to social media interactions.What are the advantages of a Social Business?  An organization that is deeply engaged both internally and externally will collaborate in more productive, efficient ways.  When access to information, experts and assets is enabled, every action is aligned to drive business results.  Emerging opportunities can be better anticipated and addressed with information and In order to become a Social Business you need to learn how to empower your employees, communicate with your customers and maximise your business potential.Business communications has never been more exciting!Over the coming years, how you do business is going to fundamentally change? there hasnever been a more exciting time to think about how your organisation communicates andcollaborates. Social Media, Consumerisation, Mobility and Cloud are changing attitudestowards how you communicate with your colleagues, your business partners and yourcustomers. In isolation their impact is limited but collectively they are arming users withsomething new and powerful? Choice.Choice can deliver positive business impact? It can:  Give your organisation agility  Empower your employees  Reduce costs  Simplify management  Enable innovation  Help IT become a strategic asset  As a result, the choice of communications tools and platforms can enable your organisation to succeed where your competitors do not.
  • 2. 2 The Social Business - Things to think about and get rightThe World is changing – It’s all about connectionsSocial, digital and mobile present awesome opportunities to engage customers with brandsecosystem. I call it CRM 3.0, the world doesn’t revolve around your brand any more, and you haveto understand the connected consumer and were you have permission to play with their lives.Which levers to pull? In order to do it you need to establish a conversation engine to deliver real-time customer communications, when, where and on the platform your costumer wants it. Notwhen it suit you or when you’re ready to send out a batch run. Do you have single customer view?Are you getting the return they promised from that CRM platform? Are all your stockholdersaligned? How you achieve this?CRM 3.0 – The new commercial battlegroundAn always on, highly connected yet simple to use ecosystem in which your costumers will want tostay and spend time with your brand. They might even happy to buy if you play your cards right.It’s about brands connecting with their consumers and convincing them not just about their actualproducts, but around a wider set of criteria such as ease, simplicity, excitement, rewords andvalue.Brand ecosystems are emerging. These are places where there is no need to leave. Where youcan get everything you need. Where you have fun, where you choose to buy interesting stuffrather than have stuff push on you.The brands and the data ecosystems are in the heart of the CRM 3.0. It is challenging, but comeswith huge opportunities. It’s real time, combining personal data geolocation and gameificationthechniquies with simple interfaces enabling customers to interact with ease.CRM 3.0 flips the traditional consumer engagement model on in head. In the old world, brands setthe agenda. In the new world, brands need to think about progressivity letting go and allowingconsumers, within their social circles, to excise their own voice. The next generation of CRM hasfive key levels that drive engagement with them. Effective communications and brandconversations have to be Empowering, Relevant, Social, Fun and Simple.Are you data ready’?Most brands have responded to the changing marketing landscape and now have CRM, digital,social, mobile and e-commerce strategies in place, no longer just to give them competitive edge,but to survive.The most significant outcome of this is the volume of resulting data which at best can truly delivercompetitive edge by enabling cost-effective marketing activity. At worst it can mean informationoverload and paralysis if a brand does not have a single customer view and prevents them fromdelivering data-driven consumer conversations.To be able to deliver data-driven consumer conversations it’s critical that brands take a step backand look closely at the data they have and how easily they can access, interpret and use it. It’s aconversation that should bring together their data people, IT people, marketing people and salespeople. The result – key business stakeholders aligned not just around data and brand strategy,but around the consumer and their needs, their behaviours and their actions.
  • 3. 3 The Social Business - Things to think about and get rightBrands need to communicate and have conversations with their consumers in real time, when,where and about what the consumer wants to talk about or they will not hear, let alone listen.It is critical that brands take a step back and look closely at the data they have and how easily theycan access, interpret their data people, IT people, marketing people and sales people. YES it’sabout people, so get social!Phew, you got to the end, or is it the beginning?Gil Benchetrit, London UK(T): +44(0) 20 8202 0194 (M): +44(0) 7711585181Skype ID: miligirihttp://about.me/Gil.Benchetrit
  • 4. 4 The Social Business - Things to think about and get right

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