Product Help as THE Foundation for SCRM | SugarCon 2011
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Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and ...
Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and help to create new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell, and drive down support costs.
So why do you start with your product help? Product help is the #1 place your prospects and current customers are investigating before making a purchasing decision and ramping up their projects. So how does that tie into Social CRM? Social CRM isn't just about integrating with social tools like Facebook and Twitter - it's bigger than that. Social CRM is about tieing in social tools like Facebook and Twitter PLUS understanding user and prospect motivations, behavior, perhaps even adding a co-creation layer (think wiki-like experience), and escalating feedback mechanisms. Think about it - you're giving your users pride of ownership, engaging content, a democratization of information. Now you're starting to build a community. OK great. But we're in the business to make money, right? So what if we applied a CRM layer on top of this community? Ah ha! Now this is how we increase our bottom line.
Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, HP Palm, and Intuit are leveraging the power of their product and help docs.
Presented by Aaron Fulkerson, CEO, Mindtouch, at SugarCon 2011
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