Monitoring, Management & Promise of Social CRM

FRESH GROUND, INC.
Monitoring, Management and the Promise of Social CRM
Todd Van Hoosear
@vanhoosear
(with help from Dan Bruns of Mzinga)
Todd Van Hoosear
@vanhoosear
1.617.326.3211
vanhoosear@itsfreshground.com
Chuck Tanowitz
@ctanowitz
1.617.575.9643
ctanowitz@itsfreshground.com
Fresh Ground, Inc.
www.itsfreshground.com

The Social Organization
The Old Model
Megaphone
Flickr image uploaded by thivierr
Shared under Creative CommonsAttribution-Share Alike 2.0 Generic
License
The Earth
Taken 7 December, 1972
Apollo 17 mission
Courtesy: NASA
Fresh Ground, Inc.

The Reality
Fresh Ground, Inc.

Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.

As a result, the pressure on businesses is higher than ever…

13
Work smarter & more efficiently.
According to IDC, the cost of NOT easily finding information = $3,300 per employee each year
(That’s $3.3M in annual lost opportunity cost for a business of 1000 people)

14
Build brand credibility & buyer trust.
30% of consumers rely less on advertising, and much more on recommendations from friends and family for making buying decisions.

15
Reduce customer response times.
More than 90% of customers' issues haven't been unearthed in most organizations, and in addition, often the organization doesn't have answers for them, according to Forrester Research.
These issues lead to long support calls, poor issue resolution, cost increases and customer dissatisfaction.

16
Improve customer loyalty & satisfaction
The primary driver of a consumer's loyalty is their experience with your business, product or service.
Yet, marketers on average only invest 20% of their programs in loyalty and customer experience efforts.

Enter Social CRM
Todd Van Hoosear
@vanhoosear
1.617.326.3211
Chuck Tanowitz
@ctanowitz
1.617.575.9643
Fresh Ground, Inc.

What is it?
“…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment.”
- Paul Greenberg, and author
“The tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers.”
-Mitch Lieberman
18

“Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty

Evolving Capabilities
1
2
3
4
5
Content Creation
Monitoring & Reporting
Platform Integration
Workflow Management
Unified View of Customer
(Where we are today)
(Social CRM)

The Five I’s of Social CRM
1.
InformationTraditional Customer Relationship Management (CRM) system are all about information. But too often, traditional CRM systems focus on standardizing and sharing the information rather than on trying to manage the relationship.
InteractionWhen you introduce social technologies, relationships move to the forefront and control shifts to the customer. Interaction can drive more fulfilling and engaging relationships between and among the customers and you.
2.

The Five I’s of Social CRM
3.
IntegrationBut information and interaction aren't enough. You own the information and the customer owns the conversation. You need integration. Because ultimately you can't just give your customer a voice in just one spot.
InfluenceBut don't be fooled! Not all of your customers will interact with you - and what they say shouldn't necessarily dictate where you should go.
InsightFostering interaction with and among your customers probably drives value, but you can't be sure unless you measure it.
4.
5.

A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense
Share
Flickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
Listen
Flickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense
Change
Flickr image uploaded byadam*b
Shared under Creative CommonsAttribution 2.0 GenericLicense
Fresh Ground, Inc.

And can transform the way you do business…
Unstructured social interactionsthat streamline communication, enhance relationships, etc.
Role-based solutionsTransform business processes to improve productivity, efficiencies & revenue growth
Traditional business processesOften hierarchal and siloed, but critical to business goals and success
Sales
Product
Mkting
Services
Corporate Strategy
Services
Information Systems
Human Resources
Finance & Administration
24

To solve the challenges that keep you up at night…
Product
How can I innovate my products faster?
How can I stay abreast of market research for R&D?
How can I streamline my product development process?
Marketing
How can I improve brand visibility?
How can I drive enhanced demand generation?
How can I increase website traffic & ad revenue?
Sales
How can I develop long-term relationships with customers?
How can I reduce my sales cycle?
How can I accelerate new client acquisition & upsell opportunities?
Services & Support
How can I reduce support costs?
How can I reduce response times in addressing client issues?
How can I improve customer satisfaction & loyalty?

Social CRM Solves 3 Ailments…
SHINY OBJECT
SYNDROME
FISHBOWL
SYNDROME
TALKING HEAD SYNDROME

A few action items to get you started….
Determine a few initial goals (and start simple & small)
Rally a few champions to support your plan
Set your sights on a small segment of customers
Set some basic guidelines & communication plans
Focus on value, not volume of interaction
Make it easy to interact
Be responsive
Monitor and assess results
27

FRESH GROUND, INC.
Monitoring, Management and the Promise of Social CRM
Todd Van Hoosear
@vanhoosear
THANKS!
Todd Van Hoosear
@vanhoosear
1.617.326.3211
Chuck Tanowitz
@ctanowitz
1.617.575.9643
Fresh Ground, Inc.

Monitoring, Management & Promise of Social CRM

by Todd Van Hoosear

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