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The Future of Social CRM and How to Get There Today
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The Future of Social CRM and How to Get There Today
1.
The Future of Social
CRM and How to Get There Today Baochi Nguyen Senior Social Strategist April 2012
2.
©2012 RingCentral, Inc.
All rights reserved. RingCentral Confidential 2
3.
A Glimpse Into
The Evolution Of CRM Then… Now… • Assigned Everyone Departments • Company-Defined Customer-Defined Process Process • Defined Channels Customer-Driven Dynamic Channels • Business Hours Customer Hours • Transaction Interaction • Inside Out Outside In ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 3
4.
Conversation
Technology Metrics/Reports Processes ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4
5.
Baochi Nguyen 5554329
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5
6.
Baochi Nguyen 5554329
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6
7.
©2012 RingCentral, Inc.
All rights reserved. RingCentral Confidential 7
8.
©2012 RingCentral, Inc.
All rights reserved. RingCentral Confidential 8
9.
We all want
to make our revenue numbers. To do so, we must acknowledge the acquisition and retention power of the post-sales experience. Keep your current customers happy, and show potential customers how well you do business. The Proof Is In The Stats… ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9
10.
81 Billion Internet
minutes spent on social network/blogs…#1 online activity. – Nielsen, 2011 40% of Twitter users regularly search for products or services via Twitter. - Ink Foundry, 2011 74% of consumers rely on social networks to guide purchase decisions. – ODM Group, 2011 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 10
11.
62% of consumers
have used social media for customer service issues. – ZenDesk, 2011 81% of consumers using social media say it's important for businesses to respond to questions and complaints. – comScore and TMP Directional Marketing, 2010 65% of users recommendations led to a purchase, and recommendations by social media users were twice as likely to lead to holiday gift purchases. – Mr. Youth, 2011 60% of the businesses who have increased revenues in the past six months stated that going the extra mile in customer service was more important than ever. – Sage UK, 2012 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11
12.
And Yet Most
Brands Are Failing ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12
13.
56% of top
50 brands did not respond to a single customer comment on their Facebook page in 2011. - A.T. Kearney, 2011 71% of customer complaints on Twitter are ignored. - Maritz Research 2011 Of those who were contacted, 83% „Loved‟ or „Liked‟ being contacted. - Maritz Research 2011 ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13
14.
The Solution “I genuinely
believe that any business can create a competitive advantage through giving outstanding customer care.” - Gary Vaynerchuk, Author and Social Media Expert ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 14
15.
Deliver Excellent Social
Care 5 best practices for delivering excellent social care 1. Prioritize channels 2. Establish teams and expectations 3. Specify process 4. Add social profiles to existing customer database 5. Train the call center on social media ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 15
16.
10 Tips For
Social Customer Care 1. Assess the situation, get 6. Provide helpful links the specifics 7. Sometimes, the best 2. Apologize, offer help, response is no response ask questions 8. Don‟t trash the 3. Be respectful, friendly competition and appreciative 9. When in doubt, ask for 4. Know when to switch to guidance private communications 10. Twitter, Facebook, 5. Solicit and flag tweets for LinkedIn, etc., are relevant internal teams public forums; everyone is listening ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 16
17.
Monitoring, Metrics &
ROI • Monitoring: • ROI: • Common issues • Prevention: Error + Slow • Product/service feedback Response Time • Competitor conversations = PR Disaster. • Customer service saves • Metrics: and upsells • Customer cases per social • Social customer service = channel reduction in call center • Response time contacts • Most common issues “We are in an era of new media yet we‟re still trying to measure with old metrics.” – Frank Eliason, SVP Social Media at Citi ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 17
18.
Monitoring: Hootsuite Dashboard
©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 18
19.
Company-Wide Reports • Operations:
• Sales and Marketing: • Volume of social • Top 15% of customer customer care base • Top issues • Top 15% of customer • Correlation with the call prospects center data • Major competitors • Product: • Kudos, compliments, • Feedback on products, brand buzz services, features • Social performance • Common complaints, numbers bugs, wish lists, ideas ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 19
20.
Example Metrics and
Reports Cases ARPIL 2012 200 12-MONTH AVERAGE 141 VARIANCE +59 CHANGE 42% ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 20
21.
Pass Along The
Praise ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 21
22.
Questions?
Baochi Nguyen @baoch RingCentral @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 22
Editor's Notes
-
- Last stat tells us next quote