SCRM @ ISS10

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A short deck on intro to social CRM at India Social Summit 2010

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SCRM @ ISS10

  1. 1. SOCIAL CRMIndia Social Summit 2010 #ISS10
  2. 2. Understanding “Social”Source: Journal of Service Research 2010 13: 311“The Impact of New Media on Customer Relationships”http://jsr.sagepub.com/content/13/3/311
  3. 3. Characteristics Digital • No costs (production/distribution) • No „gatekeepers‟ (publishing) Pro-active • Articulation (reviews, fan sites) • Co-creation („beta‟ testing, reporting flaws, ideating, helping other users) Networks • Explicit (Social Networking/Gaming/etc. sites) • Implicit (Communication/transaction patterns)
  4. 4. Characteristics (Contd.) Visible • What (user generated content can be seen by others) • Where (services can see location of user) Real-time & Memory • Consumed at the time of production • Available indefinitely Ubiquitous • Mobiles • Internet of Things
  5. 5. “Social” @ Enterprises
  6. 6. The Value & Values for EnterprisesScope of participationextends to Employees, InnovationCustomers & Society Learning Tasks Social software adoption starts with tasks (problem solving) and moves to social learning & innovation – John Hagel III
  7. 7. The Social Customer
  8. 8. Customer Relationships Acquire Retain Enhance
  9. 9. The Social Customer Complaints WOM referral Co- Transaction creationSource:Journal of Service Research 2010 13: 341“Analytics for Customer Engagement”http://jsr.sagepub.com/content/13/3/341
  10. 10. Social CRM Yatra
  11. 11. Social CRM Social Media Broadcast Listen Real Time User Generated Content Social Networks Communities WOM, Viral Collaborate Influence Social CRMUnderstand Customer Customer Measure MeasureCustomers Engagement Experience Customers Outcomes
  12. 12. Thank you @prem_k http://j.mp/prem_k

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