Social CRM: A Function or a Business Strategy


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Social CRM is a key business aspect these days in the social media domain. This presentation highlights key frameworks of Social CRM with relevant examples.

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Social CRM: A Function or a Business Strategy

  1. 1. Anandan Pillai FPM Research Scholar, MDI, Gurgaon Social CRM / CRM 2.0: A Function or a Business Strategy ?
  2. 2. Definitions <ul><li>CRM is a philosophy and a business strategy supported by a system and a technology designed to improve human interactions in a business environment. (Greenberg, 2003) </li></ul><ul><li>Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, 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. (Greenberg, 2010) </li></ul>
  3. 3. Traditional CRM
  4. 5. Traditional CRM – ‘Operational’
  5. 6. Weaknesses of Traditional CRM <ul><li>Reactive measure </li></ul><ul><li>Transaction oriented </li></ul><ul><li>Less involvement with customers </li></ul><ul><li>Less chances of amending value proposition </li></ul>
  6. 7. Drivers of SCRM <ul><li>Mobile devices & Internet penetration </li></ul><ul><li>Customer’s online purchase behavior </li></ul><ul><li>E-commerce / M-commerce / F-commerce </li></ul><ul><li>Social network phenomenon </li></ul><ul><li>Increasing brand participation in social networks </li></ul><ul><li>Open tendency of people to discuss and share online </li></ul><ul><li>Content available in various formats – text / audio / video / games etc. </li></ul>
  7. 8. Gen C <ul><li>Content </li></ul><ul><li>Connected (with peers) </li></ul><ul><li>Creative </li></ul><ul><li>Collaborative (with firms) </li></ul><ul><li>Contextual </li></ul><ul><li>Communicative </li></ul><ul><li>Source: Greenberg (2010) </li></ul>
  8. 10. SCRM Process
  9. 11. SCRM Process
  10. 12. Rich Information Captured <ul><li>Transaction data </li></ul><ul><li>Customer Profiles </li></ul><ul><li>Customer Experience Maps </li></ul><ul><li>Social Network Analysis </li></ul><ul><li>User Generated Content (UGC) </li></ul>
  11. 13. Traditional vs. Social CRM Traditional CRM Social CRM Focused at the end of value chain Focused throughout the value chain Transactional / Operational Relational Customer “Management” Customer “Engagement” Inside – out Outside-In & Engagement oriented Isolated technologies (Siebel, Oracle, SAP) Integrative technologies (Database oriented + Social) One – way communication Dual way communication Intellectual property owned by firm Intellectual property shared between firms and stakeholders Marketing oriented Strategic Management
  12. 14. RoI of SCRM efforts <ul><li>Improved brand experiences </li></ul><ul><li>Increased Sales </li></ul><ul><li>Enhanced customer knowledge </li></ul><ul><li>Increased number of brand influencers in market </li></ul><ul><li>Positive word of mouth </li></ul><ul><li>Positive sentiment about brand </li></ul>
  13. 15. SCRM Framework <ul><li>Woodcock, Green & Starkey (2011) </li></ul>
  14. 16. Case study 1 Book- CRM at the Speed of Light <ul><li>Asked questions in communities like LinkedIn & Plaxo to connect with CRM experts </li></ul><ul><li>Asked questions on Twitter, FriendFeed, Facebook </li></ul><ul><li>Setup a wiki Pbwiki </li></ul><ul><li>Award winning personal blog PGreenblog </li></ul><ul><li>Third party blogs on social customer. </li></ul><ul><li>Community gave suggestions via mail, phone, wiki, blog, community discussion, Twitter, surveys etc. </li></ul>
  15. 17. Case study 2 SheepStop <ul><li>Crowdsource T-shirt designs </li></ul><ul><li>Selection of designs by polls on Facebook </li></ul><ul><li>Selling of T-shirts by bids on Twitter </li></ul>
  16. 18. Case study 2 SheepStop
  17. 19. Case study 3 HP – Project Fusion <ul><li>Unstructured data ( reviews, customer surveys,  customer support logs, and other natural-language text) </li></ul><ul><li>Structured data (customer support tickets, sales transactions, customer demographics) </li></ul><ul><li>Using HP Labs’ new text analytics technology, the team first converted the unstructured data into a structured format </li></ul><ul><li>Identify sentiment more granularly than other solutions </li></ul><ul><li>Deployed specialized support staff before customers call for help </li></ul>
  18. 20. Case study 4 Hippo (Parle product) <ul><li>No vendor management system in place </li></ul><ul><li>No push sales </li></ul><ul><li>Generated pull through Twitter </li></ul><ul><li>“ If you don’t find Hippo, Tweet us, we will reach there” </li></ul><ul><li>Managing supply chain, product variety through active listening and engagement on Twitter. </li></ul>
  19. 22. Case study 5 Ching’s Secret (Capital Foods Ltd.) <ul><li>Automated alerts setup with the help of tools to track any conversation about brand on web. </li></ul><ul><li>Responded messages within ‘5 minutes’ between 7 am and 11pm (7 days a week!) </li></ul><ul><li>36 people monitor their brand – Food technologists, Chefs, Leadership team, Sales, Marketing, etc. </li></ul><ul><li>6 months content database is kept ready!! </li></ul>
  20. 23. Challenges <ul><li>24 x 7 listening </li></ul><ul><li>Dig / store / create & share content </li></ul><ul><li>Changes in organizational structure </li></ul><ul><li>Change in organizational culture / philosophy </li></ul><ul><li>Combined commitment and enthusiasm towards a central goal </li></ul><ul><li>Streamline internal and external processes </li></ul><ul><li>Build community around brand </li></ul>
  21. 25. Takeaway ?
  22. 26. Reach Me <ul><li>@anandan22 </li></ul><ul><li>[email_address] </li></ul>