SugarCRM Presents the New Rules of Social CRM


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Your customers are driving the most profound change in how business is being done since the inception of the Internet. Become a Social Business or be left behind.

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  • The first two rules show that customers are quite sophisticated. They do not trust companies as much as they do the participants on the Web whether those people are peers, friends or customers of a certain product. In this way, customer service has become the new marketing. A happy customer, to use a military term, is a force multiplier – meaning they not only benefit the customer with their business but they also hold the potential to become the best marketing a company could ask for because of tools such as Facebook and Twitter. United made the mistake of not responding. Here’s another thought on importance of customer service.Max J. Pucher Takes Social CRM to the WoodshedIf you're sick of vendor hype about social CRM, or pretty much anything else, you're not alone: this week IT blogger Max J. Pucher tore into social media hype . Here are two particularly important excerpts:How can anyone think that I will be a happier customer because a flight attendant greets me by reading my name from a list after I spent an unacceptable time waiting at check in? [...]So will a social CRM strategy improve anything? No, because in most businesses there is not even empowerment of the employees that need to deal with the now socially empowered customers. There is not even a common customer record. Most businesses are still internally in CONTROL mode and they want to expand it by means of BPM. Now many want to expand BPM into the CRM customer interaction to assert more control over the relationship. Is that empowerment or is that in any way Social? I don't see it. The marketing department wants to expand its INFLUENCE mode by using predictive analysis to trick customers into spontaneous buying. Some even pretend to be social, much in line with lame Corporate Social Responsibility marketing.Pucher goes on to emphasize the need to empower customer service to provide real value to customers, citing his experience with the Apple Store as compared with a T-Mobile retail outlet:My iPhone4 was broken, but within the service contract they replaced it with a new one in 24 hours by courier. At the T-Mobile shop the replacement of a phone takes at least SIX WEEKS! The clerk says: 'Those are the rules.'I'm not quite sure he hits the mark though: how exactly is "empowering" that T-Mobile clerk going to change anything? T-Mobile needs to improve its ability to replace to replace phones, not the clerk's ability to bend the rules for one customer.And that's part of the problem with social CRM as a cure-all for business. I don't want a company to give me special treatment because I complain on Twitter and have a lot of followers. I want a company to get the customer experience part right in the first place.
  • SugarCRM Presents the New Rules of Social CRM

    1. 1. #SugarSocialBizThe New Rules of Social CRM Clint Oram Co-Founder and CTO @sugarclint 11/3/2011 1 ©2011 SugarCRM Inc. All rights reserved.
    2. 2. CRM CRM empowers you to gain and retain customers
    3. 3. CRM CRM empowers you to gain and retain customers by providing greater visibility into sales, marketing and support so you can deliver an excellent customer experience
    4. 4. CRM  Enables collaboration  Provides visibility  Gives financial predictability  Boost revenue  Leverages existing technology investment
    5. 5. Social CRM Social CRM is an extension of CRM, not a replacement for CRM
    6. 6. Social CRM"CRM is a philosophy & a business strategy, supported by atechnology platform, business rules, workflow, processes &social characteristics, designed to engage thecustomer in a collaborative conversation in orderto provide mutually beneficial value in a trusted &transparent business environment. Its the companysresponse to the customers ownership of theconversation."
    7. 7. Change
    8. 8. Change: Egypt’s Facebook Revolution 11/3/201 ©2011 SugarCRM Inc. All rights reserved. 8
    9. 9. Change: Occupy Wall Street Revolution 11/3/201 ©2011 SugarCRM Inc. All rights reserved. 9
    10. 10. Change: Customers Believe Customers Not Companies!
    11. 11. Change: Traditional Buying Model
    12. 12. Change: New Buying Model
    13. 13. Change: Social is Changing Business
    14. 14. The New Rules
    15. 15. Rule #1: You Are Not In Control
    16. 16. Customers Manage You
    17. 17. Rule #2: Traditional Marketing is Declining Growth of Marketing Spend Over Next 2-3 Years Decline Grow -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% -5% 67%Social Media -11% 64%Digital and OnlinePublic Relations -5% 61%Direct Marketing -8% 58%Data Analysis -5% 58%Marketing Collateral -14% 57%Paid Search -10% 48%Events -19% 45%Print -67% 14%TV and Radio -74% 9%Out-of-Home -35% 8% Source: Booz & Company’s B2B Marketing Survey 2010
    18. 18. How People Connect with Companies Inbound Permission Customer-Driven Outbound Interruption Vendor-Driven ©2010 SugarCRM Inc. All rights reserved.
    19. 19. Rule #3: Customer Service IS Marketing11/3/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 19
    20. 20. The Ultimate Question11/3/2011 Copyright © 2010 SugarCRM, Inc. All rights reserved. 20
    21. 21. Rule #4: Join the Conversation
    22. 22. Interact Via Social Media “85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.” - Cone Inc Report: “Social Media in Business”
    23. 23. Rule #5: Integrate People with TechnologySydney restaurant replaces menus with iPads
    24. 24. Evolution
    25. 25. What Now?
    26. 26. Bring Order to Customer Management
    27. 27. Get Social CRM in the age of Social is based on the simple premise that you are able to Interact with your customers based on their needs, not your rules YOU DO THIS BY BECOMING A SOCIAL BUSINESS ©2010 SugarCRM Inc. All rights reserved.
    28. 28. #SugarSocialBiz Thanks! Clint Oram @sugarclint 11/3/2011 28 ©2011 SugarCRM Inc. All rights reserved.