Cómo gestionar mi estrategia social para atención a clientes

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Cómo gestionar mi estrategia social para atención a clientes.
Diseñando nuevas estrategias de Marketing para entregar un
servicio al cliente de excelencia.
Taller impartido por Simón Torres, Oracle Pre-Sales Consultants, CX y César Garduño, Oracle Pre-Sales Consultants, CX

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  • 1. Information Protection Policy Classification §  An information protection policy notice is built into the master template in the lower-left corner of the page. For all presentations created for internal use, this notice must be updated with the correct Confidential Information classification, which should not be altered. §  Note: Presentations created for public consumption do not need to carry an information protection policy notice. They DO need to include the Oracle copyright notice as included in this template. Instructions for selecting the appropriate Confidential Information classification for your information protection policy notice or removing it from your template for a public-facing presentation are provided on the next slide. §  The three Confidential classifications for Oracle’s information protection policy notice are: –  Confidential – Oracle Internal: for information that must remain confidential to Oracle. e.g. Companywide sendmails, employee training materials, internal company policies (certain policies, such as security policies, may require a higher level of classification). –  Confidential – Oracle Restricted: for information that must remain confidential to Oracle and for which unauthorized disclosure could be reasonably expected to result in damage to Oracle’s business. e.g. Internal customer system configurations and requirements, competitive analyses, employee personal contact information, customer contracts and ordering documents, budget information, contracts and proposals from vendors, organization charts. –  Confidential – Oracle Highly Restricted: for information that must remain confidential to Oracle and for which unauthorized disclosure could be reasonably expected to result in significant damage to Oracle’s business. e.g. Strategic business plans such as acquisition plans, encryption keys, information used to authenticate an individual, source code, unannounced financial results, sensitive employee information (Social Security number/national identifier, certain health information, etc.), unfixed product security vulnerabilities. §  More information about information protection and classification can be found in the Information Protection Policy.
  • 2. Como gestionar mi estrategia social para atención a clientes. Diseñando nuevas estrategias de Marketing para entregar un servicio al cliente de excelencia Simón Torres Solution Specialist César Garduño Solution Specialist
  • 3. CX •  SOCIAL AGENDA •  MARKETING •  SERVICE
  • 4. The Difference Between CRM and Customer Experience (CX)
  • 5. CRM or CX – What’s Different? Incorporating New Technologies to Enhance Customer Engagement ERP CRM CX Goal = Business Optimization Goal = Customer Insight Goal = Customer Engagement §  Back office functions that did not directly affect customers §  Supply chain management §  A common database, which supports all applications §  Managing Business Data §  360o view of the customer §  Tracking interactions with sales, service &marketing §  Calls, emails, in-person interactions §  Improved reporting on customers §  Companies drive flow of information §  Maximizing interaction revenue §  Continuous lifecycle for customer from buy to own §  Customers in control of conversation §  Explosion of channels - social, mobile, chat §  Leverage analytics for decisions and personalization §  Delivering greater customer lifetime value 1990s 2000s 2010s
  • 6. Customer Lifecycle PURCHASE" 4! SELECT" 3! RECOMMEND" 8! OWN! BUY! Market & Sell" Support & Serve" 1! 5! 2! RESEARCH" 6! NEED" RECEIVE" USE" 7! MAINTAIN"
  • 7. •  Social Media #1 ES LA ACTIVIDAD EN LA RED
  • 8. ANUNCIAN VEN COMPARTEN HOY EN DÍA, LOS CLIENTES ETIQUETAN
  • 9. MÁS
  • 10. DE
  • 11. 1 BILLÓN DE INFORMACIÓN
  • 12. 90% 35 32 Millones CRECIMIENTO Millones USUARIOS DE REDES 2013 2012 SOCIALES EN MÉXICO, 47% AUMENTO DE USUARIOS DE FACEBOOK EN AMERICA LATINA,ENTRE JUNIO DEL 2011 Y JUNIO DEL 2012 QUE USAN FACEBOOK #5 EL USO DE REDES SOCIALES EN MÉXICO OCUPA EL QUINTO LUGAR EN CRECIMIENTO MUNDIAL Fuente: Social Media and The Latin American Market, 2013.
  • 13. Redes sociales ligadas al negocio de los usuarios de Twitter han tuiteado Facebook han dado acerca de una “me gusta” a una marca 70% de los ejecutivos de marketing tienen poco conocimiento de lo que se habla de su marca en las redes sociales Fuente: “10 Facts about Consumer Behavior on Facebook” and consumer behavior study on Twitter, Constant Contact® and research firm Chadwick Martin Bailey Alterian’s 8th annual marketer survey, 2011 15 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  • 14. 75% postea un comentario negativo en una red social después de una mala experiencia Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Confidential
  • 15. Source: “2011 Customer Experience Impact Report: Getting to the
  • 16. Errores en las Redes Sociales Olvidarte de promocionar el contenido en todos los perfiles que tienes. Publicar lo mismo en todas las redes sociales (Copy&Paste)
  • 17. ¿Cómo podemos apoyar? Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Confidential
  • 18. Multicanalidad Mobile Web Social Media In Store Contact Center Field Service Direct Sales Oracle Marketing Oracle Sales Oracle Service Oracle Social CX Foundation PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI Channel Sales
  • 19. Oracle Social Social Marketing Crear y Planear Social Engagement & Monitoring Listen Analizar Analyze Social Experience Publicar Ampliar Monitor, Categorize, Route Engage
  • 20. Social Marketing Construye en redes sociales Construcción y crecimiento de marcas a través de medios Sociales Incremento en la relevancia de comunicaciones en medios Sociales Integración de canales sociales en una solución centralizada para Marketing 23 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
  • 21. Social Engagement and Monitoring Entendimiento y colaboración Entendimiento de qué es importante para los clientes Interactúa con los clientes a través de múltiples canales Autocategorización de señales para seguimiento de acuerdo a las roles del negocio 24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
  • 22. Be  Engaging                                Be  Insigh,ul                        Be  Transparent Oracle SRM Demo 25 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
  • 23. Your Challenges # 1 Measure of CMO = ROI 50 % are ready 57 % decisions are made before calling a salesperson
  • 24. Reaching Customers Customer You
  • 25. Technology Impact Customer You AD PR Event @ www.
  • 26. Channel Overload Customer You AD PR Event @ www. in ?
  • 27. Multiple Decision Makers Customer You ? AD PR Event ? @ ? www. in ? ?
  • 28. Customers Own the Conversation Customer You Dialog AD PR Event ? ? @ ? www. in ? ?
  • 29. Demand for Results Customer You Dialog AD PR Event ? ? @ ? www. in ? ?
  • 30. Dubious Data Customer You Dialog AD PR Event ? ? @ ? www. in #* Data ^% ? ?
  • 31. Need for Better Analysis Customer You Dialog AD PR Event ? ? @ ? www. in #* Data ^% Analysis ? ?
  • 32. Overcome the Challenges Customer You Dialog AD PR Event ? ? @ ? www. in #* Data ^% Analysis ? ?
  • 33. Focus on Your Customer Customer You Dialog AD PR Event ? ? @ ? www. Target in #* Data ^% Analysis ? ? $$$
  • 34. Operate Strategically Results You Customer Dialog AD ? ? @ PR Event ? www. Target in #* Data ^% Insight Analysis ? ? $$$
  • 35. DexOne Results 65 % higher conversion rate 79 % incr. in rev. / customer 4 Days lead to contact before 1 Hour lead to contact after
  • 36. Multicanalidad Mobile Web Social Media In Store Contact Center Field Service Direct Sales Oracle Marketing Oracle Sales Oracle Service Oracle Social CX Foundation PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI Channel Sales
  • 37. Consumerization has affected our customer. CUSTOMERS TAKE CONTROL 86% 1% 89% of consumers will pay more for a better customer experience of consumers feel that their expectations for a good experience are met of consumers switched to a competitor after a poor experience Company Power and Voice Customer Power and Choice Mass media Internet / 1:1 Social/Mobile Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.
  • 38. The Customer Conversation is Happening 58% of Facebook users have mentioned a brand in a status update 39% of Twitter users have tweeted about a brand 70% of marketers have little understanding of social media conversations happening around their brand
  • 39. A Fundamental Shift in Customer Experience Customers Are Demanding that Sellers Transform the Buying Process WELL INFORMED Customers demand relevant and unfettered access to product information through many channels MULTIPLE INTERACTIONS Customers choose when, where and how often they want to engage with sellers HIGHER EXPECTATIONS Customers expect seamless recognition at every touchpoint along with superior customer service MORE INFLUENCE Customers increasingly exercise influence on social channels to provide feedback
  • 40. Oracle  Eloqua  +  Social  Rela0onship  Management  (SRM)  -­‐   Transforming  Social  Conversa:ons  into  Ac:onable  Intelligence   Know   ENGAGE   •  Know:  Filter  &  categorize  relevant   ac:onable  opportuni:es   •  Engage:  Respond  to  consumer  signals  real-­‐ 0me  via  mul:–channel  communica:on   •  Convert:  Broadcast  content  and  campaigns   at  global  scale   Learn   Convert     •  Learn:  Performance  dashboards  &  metrics  to   track  and  improve  marke0ng  and  social  ROI  
  • 41. Listen to what people are saying about your brand
  • 42. Know Your Customer: Eloqua Profiler
  • 43. Extend Your Campaign Reach with Oracle SRM
  • 44. Publish to multiple social media channels
  • 45. Engage with fans and followers Social Engagement and Monitoring
  • 46. Know Who Your Buyers Trust. Trust Linked to Customers? Following Key Influencers? Friends of Employees?
  • 47. Enable Sales to Profile and Engage with Their Best Opportunities
  • 48. Connect Marketing to Revenue: Eloqua Insight
  • 49. Know the Score: SRM Analytics
  • 50. Oracle Social Multicanalidad Social Marketing Social Engagement & Monitoring Mobile Social Media In Store Web Field Service Direct Sales Listen Analizar Crear y Planear Contact Center Oracle Marketing Oracle Sales Oracle Service Analyze Oracle Social Channe Social CX Experience Foundation PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI Publicar Ampliar Monitor, Categorize, Route Engage