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From Fans and Followers to Customers and Advocates: Social CRM Presentation at Blog World Expo 2010
Brent Leary and I had the opportunity to present the first ever session on Social Customer Relationship Management (Social CRM) at Blog World Expo 2010 in Las Vegas. The session is not about social media but instead looks at business applications of customer strategy and the evolution of CRM to Social CRM.
Brent Leary and I had the opportunity to present the first ever session on Social Customer Relationship Management (Social CRM) at Blog World Expo 2010 in Las Vegas. The session is not about social media but instead looks at business applications of customer strategy and the evolution of CRM to Social CRM.
<ul><li>Principal, Chess Media Group </li></ul><ul><li>Author
of Twittfaced </li></ul><ul><li>Blogger on Customer/Employee Engagement: jmorganmarketing.com </li></ul><ul><li>Traveler, Chess Lover, and Explorer </li></ul><ul><li>Twitter: @JacobM </li></ul><ul><li>Email: [email_address] </li></ul>
Some Numbers (customer side) <ul><li>93%
of Americans want brands to have a presence on social media sites (2008 Cone Business in Social Media) </li></ul><ul><li>Three most influential factors for consumers when deciding which company to do business with are: </li></ul><ul><ul><li>personal experience (98%) </li></ul></ul><ul><ul><li>company’s reputation or brand (92%) </li></ul></ul><ul><ul><li>recommendations from friends and family (88%) (AMEX) </li></ul></ul><ul><li>Americans Will Spend 9% More With Companies That Provide Excellent Service (AMEX) </li></ul><ul><li>7% of organizations understand the CRM value of social media according to the Brand Science Institute, European Perspective, August 2010. </li></ul>
Some Numbers (employee side) <ul><li>Collaboration
has a 36% impact on overall business performance (Frost and Sullivan) </li></ul><ul><li>Companies with high employee engagement had a 19% increase in operating income and almost 28% growth in earnings per share. Companies with low levels of engagement saw operating income drop more than 32% and earnings per share drop over 11% (Towers Perrin Global Report 2007-2008) </li></ul><ul><li>Four our of five workers are not living up to their full potential or doing what it takes to help their organization succeed. Employers are not harnessing the full power of their workforce and achieving the performance lift that high engagement delivers. (Towers Perrin Global Report 2007-2008) </li></ul>
High Level Challenges Are you
having problems responding to customer requests? Are you losing to competitors? Are you closing enough deals? Do email campaigns work for you? Having trouble finding customer information quickly? Any issues sharing customer Information across the company? Are your sales people always in the office? Lost any good customers lately? Is the sales pipeline full?
Traditional CRM: How It All
Fits Campaigns Forecast Accounts Opportunities Contacts Leads Analyzed to determine success CONVERT TO FEED TO GENERATE CONVERT TO FEED TO
Example of a Small Business
Sales Cycle Marketing Collateral 10 % Likelihood of winning Needs Analysis 20 % Likelihood of winning Presentation 40 % Likelihood of winning Proposal 60 % Likelihood of winning Contract Submitted 80 % Likelihood of winning Closed Lost Negotiation 90 % Likelihood of winning Closed Won
CRM Timelime…. Contact Management Individual
usage PC based CRM Suites SFA, MA, CSS: Workgroup Server bas ed Early 1990s Mid 1990s Today CRM On-demand Browser based Early 2000s Social CRM Mobile CRM Handheld Accessible from anywhere
C R M or C
I M? Customer Information Mgmt <ul><li>Traditional CRM Strategy Focus </li></ul><ul><li>Centralize Customer Data </li></ul><ul><li>Operational Efficiency </li></ul><ul><li>Forecasting </li></ul><ul><li>Activity Management </li></ul><ul><li>Reporting </li></ul><ul><li>But What About THE CUSTOMER??? </li></ul>
“ Social” challenges… to The
Customer <ul><li>Finding time to turn searches into answers/solutions </li></ul><ul><li>Finding enough trusted information </li></ul><ul><li>Finding trusted vendors </li></ul><ul><li>Finding vendors who value them </li></ul><ul><li>Creating opportunities for meaningful exchanges </li></ul>
The Customer Experience is Social
Friends of friends Social web Your Community www Site Your Brand Competitor A Competitor B Influencers Friends Your www Site Your Contact Center Competitor C Courtesy of RightNow Technologies Earned Hosted Owned Relationships Conversations Processes
Defining CRM… Socially Content Information
Confidence Sales process Conversations Analyzed to determine success CONVERT TO FEED TO Exchanges Relationships Customer Partner Vendor Community Influencer GENERATE CONVERT TO CREATING
Will Companies Succeed? “ By
2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group
Social Media Customer Care Maturity
Model Listening (or ignoring) Social Media Broadcasting Social Media Marketing Social Media Customer Care Proactive Engagement <ul><li>Occasional reporting </li></ul><ul><li>Reactive/surprised by social media </li></ul><ul><li>Facebook page and Twitter presence </li></ul><ul><li>Broadcast standard marketing via social media </li></ul><ul><li>Social Media strategy </li></ul><ul><li>Engagement marketing </li></ul><ul><li>Scalable engagement process </li></ul><ul><li>Teams work queues </li></ul><ul><li>Proactive Customer Care </li></ul><ul><li>Proactive Sales </li></ul><ul><li>Brand dashboarding </li></ul><ul><li>Minimal customer care involvement </li></ul><ul><li>Managed process </li></ul><ul><li>Team activity reports </li></ul><ul><li>Social Media Business Intelligence </li></ul>Cisco, 2010 Level 1 Level 2 Level 3 Level 4 Level 5
Mobile Web Self-Service Mobile Web
Chat Mobile Web Guided Assistance Mobile Web Ask A Question Enabling the Mobile Web Experience Courtesy of RightNow Technologies
Key Takeaways <ul><li>Social CRM is
not a replacement for CRM or social media </li></ul><ul><li>Social CRM is not about a technology solution </li></ul><ul><li>Social CRM is more than marketing, promotion and branding </li></ul><ul><li>Social CRM solves business problems that have always existed </li></ul><ul><li>Social CRM is a long term strategy and not campaign based </li></ul><ul><li>Social CRM is process centric vs conversation centric </li></ul>
Editor's Notes
Key points: Flexible deployments across the Small, Midmarket and Large deployment customer demographics. Microsoft CRM provides a server architecture that is designed for the sized deployments of its customers.
Take your existing web customer service to the mobile web…Same experience, different devices
The same KB answers from the Knowledge Foundation are now available in your FB Page. Consumers can search your KB (also searches social/community content if enabled)