Social CRM

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  • + whatidiscover whatidiscover 3 months ago
    Glad you feel this way, Ruud. I am not Theo. I got Ruud’s presentation from CRM Association NL.
  • + rverduin Ruud Verduin 3 months ago
    Nice presentation Theo.

    Regards,
    Ruud
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Social CRM - Presentation Transcript

  1. Social CRM Theo Slaats – Partner CRM Deloitte © 2009 Deloitte Touche Tohmatsu
  2. Contents Social CRM Social vs. traditional CRM Cases Key Take-Aways © 2009 Deloitte Touche Tohmatsu
  3. Social CRM
  4. Power of Social Media Social Platforms grow big, fast and global: • Unique visitors to Twitter increased 1.382 percent from February 2008 to February 2009 1 • 85% of Dutch population is active online • Facebook has more than 193 million users worldwide and is the #1 social network in Europe 2,3 • There are more than 133 million blogs in the world written in 81 different languages 4 • 60% is registred with one or more social networks, 30% are active users • 25% of music sales go through the web © 2009 Deloitte Touche Tohmatsu
  5. Impact of Social Media Domino’s Pizza gained a lot of media attention when a couple of employees posted a video of them making pizza © 2009 Deloitte Touche Tohmatsu
  6. Impact of Social Media http://www.molblog.nl/bericht/twitter-nekt-actie-laagsteprijsgarantie-albert-heijn/ © 2009 Deloitte Touche Tohmatsu
  7. Why CRM should start to think Social? Because we live in a social world… • We are inserted in and surrounded by social communities, • We establish relationships based on conversations, • We struggle to be accepted by other groups, • We share our insights with like-minded peers and friends, • We make decisions based on suggestions from like-minded peers and friends. … and because customers are, more than everything else, PEOPLE “By 2010, more than 60% of Fortune 1.000 companies will have some form of online community deployed for CRM purposes” – Gartner Group 1 © 2009 Deloitte Touche Tohmatsu
  8. What is the social customer doing? Uses new online channels and new communication tools Trusts in Seeks support advices made to connect by online with like- friends, minded peers acquaintances and strangers The new Reads and creates Social product Customer Tends to buy reviews, more online product than offline rankings and blog posts Wants to Expects better provide customer feedback experience about the online and product and offline customer service © 2009 Deloitte Touche Tohmatsu
  9. Web 2.0 provoked an expansion of the R in the CRM Company / Company Customer / Partner Company / Competitor Customer / Competitor Company / Partner Customer / Customer Company / Customer Partner / Competitor © 2009 Deloitte Touche Tohmatsu
  10. Social vs. traditional CRM
  11. Traditional CRM Competitor Supplier/Partner Customer Your company Customer Customer © 2009 Deloitte Touche Tohmatsu
  12. Social CRM Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Competitor Supplier/Partner Customer Customer Customer Customer Your company Customer Customer Customer Customer Customer © 2009 Deloitte Touche Tohmatsu
  13. Evolution of Organizational Mindset requires strong culture change Traditional CRM Social CRM ! ! ! ! Interaction Conversation Contribution Transaction Feedback Employee Customer Employees Customers © 2009 Deloitte Touche Tohmatsu
  14. Evolution of Customer Touch Points demands new channel strategy Traditional CRM Social CRM •Auction website •Video sharing •Microblogs •Phone •Podcast •Fax •Price comparison website •Email •Wikis •Service •Letters •Personal contact + •Social Networks •Blogs •Company’s website •Widgets •SMS •Photo sharing •Instant Messenger •Forums •Chat •Slides sharing •Media •Reviews and ratings in retail sites •Social bookmarking •Wish lists •RSS © 2009 Deloitte Touche Tohmatsu
  15. Evolution includes social layers Conversation/ Collaboration Layer RSS Monitoring/ Interconnecting Layer Corporate blogs Customer Data Owned mining Blogs Data Process Support Layer Forums Account Management Webcare Tags Contact Management teams Activity Management APIs Lead Management Campaign Management Open Id Widgets Wikis Service Management SaaS Sales Management Cloud Computing Ranking Social Brand monitoring Networks services Podcast / Microblogs Video sharing © 2009 Deloitte Touche Tohmatsu
  16. Shift of power to the customer Traditional CRM Social CRM Targeting Establishing need impressions Expansion Acquisition Decision Sharing Targeting Expansion Acquisition Retention Experience Retention Support processes Customer Marketing Sales Value Service Operation processes © 2009 Deloitte Touche Tohmatsu
  17. Cases
  18. 5 social media objectives Gaining market and customer insight and Listening intelligence Engaging in a two way discussion to get your message Talking out (and get messages in) Letting your customers tell your prospects on Energizing your behalf (viral, word of mouth) Supporting Getting your customers to self-support each other Embracing Building better products and services through collaboration with clients © 2009 Deloitte Touche Tohmatsu
  19. Case listening: Example ABN AMRO Type: Online Customer Intelligence (OCI) Case: The OCI tool captures all relevant data from different sources (blogs, forum, communities and news sites) and present this information in a tag cloud. Based on the tag cloud further analysis can be made. CRM: Marketing Business Value: Cost Reduction, Customer Retention, Stronger Product Positioning, Brand value Customer Value: Quick response on customer requirements © 2009 Deloitte Touche Tohmatsu
  20. Case talking: Sony Type: Blog Case: A Blog where Sony customers can post comments about existing products as well as providing Sony with input about (potential) new products CRM: Marketing (New product development) and Service Business Value: Collect important information about customer needs via direct conversation with customers. Also, an addition to their existing service channels Customer Value: An easy way for customers to share their thoughts with Sony and to find product related information in a quick and simple way © 2009 Deloitte Touche Tohmatsu
  21. Case energizing: MINI Type: Viral marketing / Blog Case: Mini spread rumors that the company was hiding something about their cars, “hacked” their own website and created a blog to create buzz about the economic and ecologic aspects of the Mini Cooper in this viral campaign CRM: Marketing Business Value: Education of customers about the car’s economic and ecological value Customer Value: Sharing the Mini-experience with other (potential) owners © 2009 Deloitte Touche Tohmatsu
  22. Case supporting: Orange - Service Cloud Type: Service Cloud Case: Orange shares CRM: Service Business Value: Supporting their customers Customer Value: Receiving excellent service wherever they are on the web 22 < Hier komt de footer. Pas aan in de masterslide > © 2009 Deloitte Touche Tohmatsu
  23. Case embracing: Starbucks Type: Idea gapturing Case: Starbucks gaptured ideas in collaboration with their customers. Starbucks VIP card and getting a free cup of coffee when buying coffee beans are two examples of customer- generated idea currently in use CRM: Marketing (New product development) Business Value:Starbucks captured in one year more than 70.000 ideas submitted through the site. Customer Value: Customer like to have a place to put their creative ideas. © 2009 Deloitte Touche Tohmatsu
  24. Key Take-Aways
  25. What’s next? • Social media is the future. It is not a temporary trend, it a structural change in the world how companies and customers are connected • How can social media influence your CRM business. In other words, how can Social CRM be beneficial for your company:  Increase revenue  Reduce costs  Improve brand reputation  Stimulate innovation © 2009 Deloitte Touche Tohmatsu
  26. Where do you start? 1) Recognize the trend that social technologies are crossing over to all aspects of the business 2) Yet, as things start to get complicated, simplify 3) Start the culture change now with internal education 4) Rather than build a strategy focused on technologies, build around customers and employees 5) Organize your company for social © 2009 Deloitte Touche Tohmatsu
  27. © 2009 Deloitte Touche Tohmatsu

+ whatidiscoverwhatidiscover, 3 months ago

custom

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Social CRM
Theo Slaats
http://www.crmassociation. more

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