CRM in the age of the Social Web

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Social CRM is based on the simple premise that you are able to interact with your customers based on their needs, not your rules. It is an extension of CRM, not a replacement, and among the important
benefits is that it adds value back to the users and customers.

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CRM in the age of the Social Web

  1. 1. CRM in the age of the Social Web Mitch Lieberman
  2. 2. First - What is CRM? (Customer Relationship Management)
  3. 3. CRM <ul><li>is core contact management, only it requires planning, </li></ul><ul><ul><ul><ul><li>Name, Address, Phone #, Email Address </li></ul></ul></ul></ul><ul><li>is a place to store transactions and history, </li></ul><ul><ul><ul><ul><li>Orders, Invoices, Issues, Communications </li></ul></ul></ul></ul><ul><li>is a place to manage future business/pipeline, </li></ul><ul><ul><ul><ul><li>Prospects, Leads, Opportunities, Campaigns </li></ul></ul></ul></ul><ul><li>or simply something sales people complain about? </li></ul><ul><li> Because they do not understand what’s in it for them! </li></ul>
  4. 4. Departments, unfortunately are rarely aligned
  5. 5. CRM is important, but has too strong an internal focus
  6. 6. Technology is also important, but CRM is a little too much about Tools
  7. 7. Second - What is the Social Web? (nope, not Spiderman’s bachelor party)
  8. 8. Social Web <ul><li>It is partly about Social Networks, </li></ul><ul><ul><ul><ul><li>Facebook, Twitter, Linkedin, Ning, Hi5 </li></ul></ul></ul></ul><ul><li>It is a little bit about Web 2.0? </li></ul><ul><ul><ul><ul><li>YouTube, Flickr, FourSquare, WordPress </li></ul></ul></ul></ul><ul><li>It needs to include Social Media? </li></ul><ul><ul><ul><ul><li>How the people above communicate </li></ul></ul></ul></ul><ul><li>But a key element includes the Social Customer? </li></ul><ul><li> The hyper-connected, vocal, collaborative, mobile “I trust my peers more than advertising” consumer? </li></ul>
  9. 9. Customers and Prospect ‘ hang out’ at various locations .
  10. 10. Establishing trust is job #1 for the entire organization (psst, this needs to happen before they buy from you)
  11. 11. Trust me? Uhh ?!? @Lucy not nice #fail #scrm #football
  12. 12. Image by: Textualcreations.ca You need to invite your customer into your ecosystem Customer Partners Suppliers Company
  13. 13. The challenge is that it requires a change in Focus
  14. 14. Old Organization + New Technology = Old Expensive Organization
  15. 15. Business Challenges <ul><li>Pace of Change – Senior Management </li></ul><ul><li>Pace of Change – Organizational readiness </li></ul><ul><li>Chicken and Egg </li></ul><ul><li>Cultural Change of the Organization </li></ul><ul><li>Keeping up with Customer Expectations </li></ul>
  16. 16. Technology Challenges <ul><li>Pace of Change – Information Technology </li></ul><ul><li>Location– Cloud, SaaS, On-Premise </li></ul><ul><li>What are the customers doing? </li></ul><ul><li>Data Silos (Departments, 3 rd Parties) </li></ul><ul><li>Coordination </li></ul>
  17. 17. How do we Proceed?
  18. 18. <ul><li>Some vendors call it Sales 2.0 </li></ul><ul><li>Some consultants call it CRM 2.0 </li></ul><ul><li>Many people call it Social CRM </li></ul><ul><li>No matter what you call it, it requires change </li></ul><ul><ul><li>Change in Culture, </li></ul></ul><ul><ul><li>Change in Process, </li></ul></ul><ul><ul><li>Change in Technology </li></ul></ul>
  19. 20. CRM
  20. 23. Action / Reaction / Management (ARM) Process
  21. 24. Action / Reaction / Management (ARM) Process <ul><li>Listen </li></ul><ul><li>Active, Passive, Search, Monitor </li></ul><ul><li>Catalog </li></ul><ul><ul><li>Note, Save, Store, Archive </li></ul></ul><ul><li>Identify </li></ul><ul><ul><ul><li>Customer, Prospect, Influencer, </li></ul></ul></ul><ul><li>Type </li></ul><ul><ul><ul><li>Transaction, Interaction </li></ul></ul></ul>
  22. 25. Action / Reaction / Management (ARM) Process <ul><li>Traditional </li></ul><ul><li>In Person, Phone, Mail </li></ul><ul><li>Electronic </li></ul><ul><ul><li>Fax, Email, Forum </li></ul></ul><ul><li>Social Web </li></ul><ul><ul><ul><li>Text, Tweet, Blog </li></ul></ul></ul><ul><li>Community </li></ul><ul><ul><ul><li>Amazon, Facebook, Private </li></ul></ul></ul>
  23. 26. Action / Reaction / Management (ARM) Process <ul><li>Perceived Emotion </li></ul><ul><li>Real, Staged </li></ul><ul><li>Expectations </li></ul><ul><ul><li>Immediacy, Urgency </li></ul></ul><ul><li>Degree of Sociability </li></ul><ul><ul><ul><li>(Discussed later) </li></ul></ul></ul><ul><li>Scale </li></ul><ul><ul><ul><li>1 on 1 or Many to Many </li></ul></ul></ul>
  24. 27. Action / Reaction / Management (ARM) Process <ul><li>Demographics </li></ul><ul><li>Name, Location, Family </li></ul><ul><li>Interaction History </li></ul><ul><ul><li>Campaigns, Support Cases </li></ul></ul><ul><li>Transaction History </li></ul><ul><ul><ul><li>Purchases, Proposals </li></ul></ul></ul><ul><li>Sociographics </li></ul><ul><ul><ul><li>The Social Web </li></ul></ul></ul>
  25. 28. Action / Reaction / Management (ARM) Process <ul><li>Extension of CRM </li></ul><ul><li>Same logic applies </li></ul><ul><li>Dynamic </li></ul><ul><ul><li>Channels change </li></ul></ul><ul><li>Flexible </li></ul><ul><ul><ul><li>Human element </li></ul></ul></ul><ul><li>Complex </li></ul><ul><ul><ul><li>Yeah…. </li></ul></ul></ul>Business Rules
  26. 29. Action / Reaction / Management (ARM) Process <ul><li>External </li></ul><ul><li>Customer, Community </li></ul><ul><li>Internal </li></ul><ul><ul><li>Department, Product, KB </li></ul></ul><ul><li>Always? </li></ul><ul><ul><ul><li>Internal=yes, External=no </li></ul></ul></ul>Action – External/Internal
  27. 30. Degrees of Social Interactions <ul><li>Transactional / Monologue </li></ul><ul><li>Request / Call </li></ul><ul><li>Passive / Venting </li></ul><ul><li>One-Sided Dialogue </li></ul><ul><li>Information Seeker / Social Pressure </li></ul><ul><li>Active / Engaged </li></ul><ul><li>Community Driven </li></ul><ul><li>Specific Intent / Cross Channel </li></ul>Increasing Sociobility
  28. 31. The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light
  29. 33. Collaborators
  30. 34. Thanks! Mitch Lieberman
  31. 35. What is Social CRM? <ul><li>“ Social CRM is a philosophy & a business </li></ul><ul><li>strategy, supported by a technology platform, </li></ul><ul><li>business rules, workflow, processes & social </li></ul><ul><li>characteristics, designed to engage the </li></ul><ul><li>customer in a collaborative conversation in </li></ul><ul><li>order to provide mutually beneficial value in a </li></ul><ul><li>trusted & transparent business environment. </li></ul><ul><li>It’s the company's response to the customer’s </li></ul><ul><li>ownership of the conversation .&quot; ~ Paul Greenberg, Author of CRM at the Speed of Light </li></ul>

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