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Social CRM november 5, 2013


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This is the new order of CRM. The value of a customer goes beyond the transaction. Social layered into transactional information gives brands a holistic view of the customer and greater context in their propensities as customers and potential advocates.

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Social CRM november 5, 2013

  1. 1. Social CRM (sCRM) November 5, 2013 Confidential ArCompany
  2. 2. Agenda · · · · · The Evolution of CRM to sCRM sCRM changes things for an organization A truly customer centric organizations requires change Big Data Solutions Collaboration/Communication Enablers Confidential ArCompany
  3. 3. Today’s Truisms: · · · · · Content is everywhere; it’s accessible; it’s free. People are more informed than ever before. We’re moving from an era of mass communications to being a mass of communicators, with more people trusting the communicators. This wealth of content and conversations has enabled datadriven solutions to filter out the noise and provide companies actionable insights. It is eliminating the guesswork for all of us. It has the ability to allow business to make smarter decisions. Confidential ArCompany
  4. 4. ONE-to-ONE Marketing has evolved from Transaction to Interaction... Confidential ArCompany
  5. 5. …With Customers becoming increasingly part of the communication/offer message. Confidential ArCompany
  6. 6. “ Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation. ” Paul Greenberg, Social CRM Author Confidential ArCompany
  7. 7. Social data gives brands the opportunity to move from segments to individuals Confidential ArCompany
  8. 8. Social data gives brands the opportunity to move from demographics to actual consumer insights in real time. Confidential ArCompany
  9. 9. Social media intelligence is defining the way business is structured, as a dynamic, customer centric and responsive culture. Look and Listen Establish a Social Footprint Basic consumer expectations Engage Increase Your Social Currency Build Your Community Differentiating Experiences Confidential ArCompany Social Enterprise Operational Sustainability
  10. 10. Social Media Maturity Look and Listen Establish a Social Footprint Engage Increase Your Social Currency Build Your Community Social Enterprise Monitor conversation Social platforms: FB, LI, Twitter, Foursquare Define voice and tone Start conversations Reach out to brand advocates Address issues driving complaints Regular reporting Media sites: Youtube, Flickr, Instagram, Pinterest Engage existing networks Custom response Empower external advocates Social commerce Social media education Blogs and podcasts, forums and boards Participate in existing conversations Non-social content goes social Empower internal advocates Develop internal data workflow processes Monitor growth of emerging technology Supported by SEO Respond to wall, comments Geo-targeting social, mobile Allow for community defense Adapt products, services and policies Clear ownership and governance Active growth of social asset base Quality vs. quantity follower refinement Appropriate staffing (governance) Location-based community building Collaboration systems among all stakeholders Designate community manager Design for social longevity Social and web integration Identify social influence Social CRM Social marketing tools Advanced social analytics Content management and curation Social Media ROI Social media monitoring tools Confidential ArCompany Source: Social Wisdom, Laurie Dillon Schalk
  11. 11. Traditional CRM Inquiries Purchases Returns Invoices Complaints Phone Calls Emails Transaction s Confidential ArCompany
  12. 12. Social CRM refined Inquiries Purchases Returns Invoices Complaints Phone Calls Emails Transactions Where does s/he go? What does s/he do? What does s/he like? What TV program(s) does s/he watch? What are the favourite movie genres? What does s/he hate? Who does s/he speak to? What does s/he talk about? What does s/he share? What are his/her hobbies? What events does s/he attend? What else does s/he buy? What does s/he search for? Plus: How often does s/he check-in at XYZ? What does s/he say about the products? What does s/he say about the company? What does s/he say about the prices? Does s/he go to the competition? When? How often? What does s/he say about the competition? Confidential ArCompany
  13. 13. The shorter the time between the customer’s “stated need” and the ensuing relevant response increases the probability of response. Confidential ArCompany
  14. 14. Tap into the data generated at each touch point along the customer decision journey 70% 65% listen to other experiences learn about brand products/ser vices 50% express complaints/co ncerns about brands 53% compliment brands Confidential ArCompany
  15. 15. Leverage Interactions and Insights to Optimize Response Probabilities Confidential ArCompany
  16. 16. Social CRM can complement existing internal operations by enriching them with client-facing external activities Social CRM (External) Enterprise 2.0 (Internal) Client Facing Operations Internal Operations Confidential ArCompany
  17. 17. How to continuously leverage social customer insights to develop a Social CRM Strategy Monitor Map Manage Middlewar e Measur e What is being said? Who is saying it? Where should it go? How do I get it there? Is it working? Listening capabilities in social media. Linking social profiles to company records. Mgt systems to provide insights to the right teams at the right times. Data seamlessly flows from external to internal Tracking the effectiveness of CRM goals. Resource: Altimeter: New rules for relationship mgt. Confidential ArCompany
  18. 18. We consistently upload our identities and propensities….Th ey, in turn, become quantified Confidential ArCompany
  19. 19. Understanding Intent – At Scale Confidential ArCompany
  20. 20. “Technology can help us listen to everything that’s being said about ourselves, our company, our brand……. But finding that one key, that game-changing insight in a sea of chatter and then actually doing something about it is another story. ” David Armano Confidential ArCompany
  21. 21. Confidential ArCompany
  22. 22. I can only afford to buy a lowend Toyota! My car died again!! Sometimes I wish I could just trade in this dud for something that works! Confidential ArCompany …understand intent
  23. 23. My car died again!! I can only afford to buy a lowend Toyota! …match user intent to the business intent Confidential ArCompany
  24. 24. At your service! My car died again!! Service Intent I think we can help! I can only afford to buy a lowend Toyota! Purchase intent …structure relevant responses based on customer need ….allow business to personalize or automate responses in real time Confidential ArCompany
  25. 25. this changes the game for business • …puts the business directly in contact with a prospect • …provides actionable user insight to optimize business response • …provides the ability to scale social responses Confidential ArCompany
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  28. 28. Advocacy Identification and Social Profiles Confidential ArCompany
  29. 29. Meet Kevin Patrick Robbins 4,047 Tweets 883 followers on Twitter 74 friends on Facebook Confidential ArCompany
  30. 30. A local guy, Kevin appears to have grown up in Toronto. He talks about Toronto a lot. He also does comedy, video/photography and theatre. He’s also clearly a big dog fan. Confidential ArCompany
  31. 31. Yesterday on Facebook Confidential ArCompany
  32. 32. To which his friends responded: Confidential ArCompany
  33. 33. To which his friends responded: Confidential ArCompany
  34. 34. Here are Kevin’s other social accounts: Confidential ArCompany
  35. 35. Task: Use mobile data to identify people within proximity of Bank X Queens Quay location Confidential ArCompany
  36. 36. Validate demographics, how long they’re in the Queens Quay Bank X Location Confidential ArCompany
  37. 37. Identify home and shopping patterns Confidential ArCompany
  38. 38. • What if we overlaid social accounts against those who visited those users? • What if we further identified who were existing customers? Confidential ArCompany
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  42. 42. Confidential ArCompany
  43. 43. A truly customer centric organization requires some changes… Confidential ArCompany
  44. 44. IT Integration · Goal: Create a single · · view of the customer The value in socialCRM: having a holistic view of the customer beyond transactions Transform how customer data is Process collected, analyzed and shared Structure Confidential ArCompany
  45. 45. Creating a Social Culture · · · · · · Walk in the Customer’s shoes Build relationships based on trust Build advocacy Build efficiency Maximize customer experience at all touch points Build accountability at the Process edge Confidential ArCompany
  46. 46. Demands of Data · Data validity? · Who has access? · How much data is too · · · much? Data Vulnerability Who owns the data? Regulatory and Privacy impacts Process Confidential ArCompany
  47. 47. Compliance · · · · · What can you say in social? How do you deal with complaints on forums? How do you adapt “proper disclosure” on social networks? Who has the authority to engage on social networks? Are there policies and practices in place? Confidential ArCompany
  48. 48. Priorities in operationalizing “social”: · · · · · Enable social marketing to the branch/field levels Reduce silos in social channels and integrate into customer decision journey Deliver deeper engagement and value Move from push marketing in social channels to embedding social at all touch points Creating a single view of the customer Confidential ArCompany
  49. 49. Centre of Excellence · · Enterprise Where oversight and control emerge in social media Cascading content, communicatio ns and tactics from HQ to Field… and back Line of Business/ Region Branch /Field Confidential ArCompany
  50. 50. Start State · Silos · No alignment · Inconsistent · · · · Enterprise messaging Duplication Communication gaps Minimal crossfunctional learning No coordination Confidential ArCompany Line of Business/ Region
  51. 51. Preferred End State Enterprise · Earned media · Lead generation · Increased efficiency · Actionable insight · Coordinated efforts · Familiar and capable · Improved communication · flow Strengthened customer retention Line of Business/ Region Confidential ArCompany
  52. 52. Workflow and Communication Enablers Confidential ArCompany
  53. 53. Enablers – Yammer Enterprise Social Network Confidential ArCompany
  54. 54. The Opportunity: Customers Broadcasting Buying Signs Confidential ArCompany
  55. 55. Enablers – Kaleo Knowledge Sharing Confidential ArCompany
  56. 56. Hessie Jones 647-999-2348 @hessiejones Confidential ArCompany