Social        Social CRM ToolsWhat Makes Sense and What Doesnt
Tom Petrocelli    Senior Analyst, Social Enterprise        Enterprise Strategy Group@tompetrocelli, enterprisestrategygrou...
Agenda   The Socially Enabled CRM Situation   The Goals and Benefits of Social CRM   Integration and Alignment   Focus...
How Is Socially Enabled CRM Different? At present, it’s not any different Socially enabled CRM applications have the sam...
Preponderance of Social Tools In CRM Applications                                 Number of Social Features of CRM Applica...
The Most Common Social Tools in CRM    Activity Streams    Micro-messaging/Group Discussions    IM or Internal Messagin...
Social Tools Deploy Widely         How has your organization’s deployment of social communication and/or              coll...
Socially Enabled CRM Situation Social tools are deployed to as many people as  possible and not targeted to CRM When the...
Adoption Drivers                 Why did your organization deploy / plan to deploy socially enabled               applicat...
Benefits of Socially Enabled CRM Top Benefits       Reduced Travel Time       More efficient operations       Teams that ...
The CRM-Social Disconnect Organizations want and get more efficient operations  and collaborate better Organizations wan...
How Do You Achieve Benefits of SociallyEnabled CRM?    Alignment & Integration with Business                  Processes   ...
Inhibitors to Wider Adoption Outside of costs and regulatory concerns inhibitors  are:       Poor alignment       End-use...
Integration And Alignment With BusinessProcesses Socially enabled CRM systems have too many  features They can’t all be ...
Characteristics of Social Tools   Mode Of Communication   Persistence   Users/Reach   Threaded   Response Time    Mat...
Contextual Social Enterprise Understand the context within which a user operates  on a day to day basis. Place social to...
What To Do About Integration and Alignment Find the tool that people will actually use most of the  time Integrate the t...
Focus on The Customer Overall IT is not using social tools to connect with  customers       But CRM is about customers S...
What Doesn’t Make Sense Micro-messaging on every entity       It’s like a fire hose of babble Activity streams that repo...
What Makes Sense (Suggestions) Make social tools part of customer-oriented processes       Build into CRM applications; D...
Example: Escalation in a Technical SupportContact Center Real-time escalation       Group Chat because it’s carries an ex...
ESG Research ESG Social Adoption Trends Survey, April 2012       353 online surveys with IT professionals who were famili...
Submit Session Feedback        Select the SugarCon Mobile App:        1) Tap on this session        2) Tap on survey      ...
#SCON12          4/25/2012   ©2012 SugarCRM Inc. All rights reserved.   24
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Social: Session 6: Social CRM Tools: What Makes Sense and What Doesn't

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Social: Session 6: Social CRM Tools: What Makes Sense and What Doesn't

  1. 1. Social Social CRM ToolsWhat Makes Sense and What Doesnt
  2. 2. Tom Petrocelli Senior Analyst, Social Enterprise Enterprise Strategy Group@tompetrocelli, enterprisestrategygroup.com 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 2
  3. 3. Agenda The Socially Enabled CRM Situation The Goals and Benefits of Social CRM Integration and Alignment Focus on the Customer Ideas For Achieving Success Q&ATweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 3
  4. 4. How Is Socially Enabled CRM Different? At present, it’s not any different Socially enabled CRM applications have the same social features as all enterprise applications There are no special clusters of features Social tools depend on the vendor more than the applicationTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 4
  5. 5. Preponderance of Social Tools In CRM Applications Number of Social Features of CRM Applications121086420 Microsoft Dynamics CRM Salesforce.com SAP CRM SugarCRM Ardexus WebMode, Mode Zoho CRM Chatter/Sales Cloud Not much variance here © 2012 Enterprise Strategy Group Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 5
  6. 6. The Most Common Social Tools in CRM Activity Streams Micro-messaging/Group Discussions IM or Internal Messaging File Sharing Task Sharing Group Calendar Only 10% to 20% of tools are integrated into the CRM applicationTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 6
  7. 7. Social Tools Deploy Widely How has your organization’s deployment of social communication and/or collaboration tools been rolled out? (Percent of respondents) Social communication tools (N=239) Social collaboration tools (N=229) 80% 70% 70% 65% 60% 50% 40% 30% 20% 16% 18% 10% 10% 7% 5% 7% 1% 0% Company-wide At a departmental At a divisional level Individual Don’t know level employees use on ad hoc basisTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 7
  8. 8. Socially Enabled CRM Situation Social tools are deployed to as many people as possible and not targeted to CRM When they are, there are a lot of tools There is nothing special about how social tools are implemented within CRM Social tools are often not integrated into enterprise applications Don’t despair: This is only the first waveTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 8
  9. 9. Adoption Drivers Why did your organization deploy / plan to deploy socially enabled applications? What would you say is the primary reason for deploying / planning to deploy socially enabled applications? (Percent of respondents, N=212, multiple responses accepted) To allow employees to use their time more 16% Primary efficiently 77% reason for 22% deploying To be more productive overall 77% socially 14% enabled To save on travel time and budget 75% applications To collaborate internally more effectively 16% 75% To create more efficient business processes 15% 70% All reasons To serve our customers better 12% for 67% deploying Other 1% socially 17% enabled 4% applications Don’t know 4% 0% 20% 40% 60% 80% 100% © 2012 Enterprise Strategy GroupTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 9
  10. 10. Benefits of Socially Enabled CRM Top Benefits Reduced Travel Time More efficient operations Teams that work better together Better decision making Lesser Benefits Better Customer Service Higher Productivity Only 36% of respondents claim to be able to provide better service.Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 10
  11. 11. The CRM-Social Disconnect Organizations want and get more efficient operations and collaborate better Organizations want but don’t get higher productivity Organizations don’t want better customer service and get that – which is not good The benefits are working better internally rather than interacting with customersTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 11
  12. 12. How Do You Achieve Benefits of SociallyEnabled CRM? Alignment & Integration with Business Processes Focus On The CustomerTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 12
  13. 13. Inhibitors to Wider Adoption Outside of costs and regulatory concerns inhibitors are: Poor alignment End-user resistance Lack of executive buy-in (i.e. More resistance)Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 13
  14. 14. Integration And Alignment With BusinessProcesses Socially enabled CRM systems have too many features They can’t all be useful to CRM processes Gap between expected benefits and actual benefits maybe the result of misalignment with business processes Social tools as deployed don’t support business processes wellTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 14
  15. 15. Characteristics of Social Tools Mode Of Communication Persistence Users/Reach Threaded Response Time Match the characteristics to the process you want to supportTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 15
  16. 16. Contextual Social Enterprise Understand the context within which a user operates on a day to day basis. Place social tools within the context of the user experience.Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 16
  17. 17. What To Do About Integration and Alignment Find the tool that people will actually use most of the time Integrate the tools to the process not the other way around. Consider the characteristics of social tools Be judicious; Don’t deploy every social tool just because you can Hide what you dont use, train on what you do Deploy social tools as part of an enterprise application or workflowTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 17
  18. 18. Focus on The Customer Overall IT is not using social tools to connect with customers But CRM is about customers Social tools are not targeted to CRM needsTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 18
  19. 19. What Doesn’t Make Sense Micro-messaging on every entity It’s like a fire hose of babble Activity streams that report on everything everyone is doing. It’s a distraction Not connected to processes or workflows Following only works when users make use of core functions. Integrated video/audio requires too much attention You can’t multi-task It’s resource heavyTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 19
  20. 20. What Makes Sense (Suggestions) Make social tools part of customer-oriented processes Build into CRM applications; Do not rely on general company solutions Keep everything in the CRM system please Target social tools to user activities Group Chat for escalation in tech support/service Micro-messaging for quick tips and important updates Activity streams for following daily account activity File sharing for proposals IM/Internal messaging as a replacement for out of stream emails. Groups. Organize into groups. Groups help you see only relevant information Think: Context. Relevance. Process.Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 20
  21. 21. Example: Escalation in a Technical SupportContact Center Real-time escalation Group Chat because it’s carries an expectation of a real- time immediate response, multi-user, many-to-many, but single threaded. Can connect a first-tier agent with an second-tier escalation resource, and if that fails, an engineering resource. Customer is not on hold or has to wait for a call back. Better customer service drives the use of the social toolTweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 21
  22. 22. ESG Research ESG Social Adoption Trends Survey, April 2012 353 online surveys with IT professionals who were familiar with their organization’s current social enterprise, collaboration, and messaging efforts, as well as forward-looking strategies. Midmarket (100 to 999 employees) Enterprise-class (1,000+ employees) organizations in North America Midmarket (44%), Enterprise (56%) Respondents by gender: Male (73%), Female (27%) Respondents by age: 25 and under (1%), 26 to 35 (25%), 36 to 45 (33%), 46 to 55 (32%), over 55 (9%) Multiple industry verticals including financial, communications & media, business services, and manufacturing ESG Socially Enabled Enterprise Solutions Market Landscape Report, May 2012Tweet: #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 22
  23. 23. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 23
  24. 24. #SCON12 4/25/2012 ©2012 SugarCRM Inc. All rights reserved. 24
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