Social Customer, Social Business Design & Social CRM

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Some thoughts about the social customer, social business design & social CRM

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Social Customer, Social Business Design & Social CRM

  1. 1. Social Customer, Social Business Design & Social CRM A first draft towards a conceptualization
  2. 2. Characteristics of the Social Customer <ul><li>A customer who seeks the open and collaborative conversation with and about a corporation, its products and its brands. </li></ul><ul><ul><li>Only a portion of all customers! </li></ul></ul><ul><li>He/she is likely to exchange and share ideas, opinions and evaluations with the corporation and others interested in this topic in the social space (including social network, topic blogs, forums etc). </li></ul><ul><ul><li>The emergence of social space as valid information ressource is not equal for all product/service categories! </li></ul></ul><ul><li>He/she extends the perceived value of the product/service towards the online experience of the purchasing process. </li></ul><ul><ul><li>Though the online experience is important on the after-sales evaluation it is not hindering the purchase! </li></ul></ul>
  3. 3. Social Customer Orientation is more than just Being Customer-Centric <ul><li>Social Customer Orientation = </li></ul><ul><ul><li>Customer-Centric Business Approach </li></ul></ul><ul><ul><li>Harvesting Network Effects from Social Tools for Customer Value Generation </li></ul></ul>
  4. 4. Integration of the Social Customer into the Social Business Design © 2010 – Version 1.0 - Bjoern Negelmann, N:Sight Research Customer Enterprise Corporate Objectives Social Toolset Customer Value Low High Reach & Awareness Interest, Demand & Advocacy Customer Satisfaction Pricing Maximizing Viral Marketing Community & Conversational Communications Realtime & Transparent Customer Service Crowd Sourcing Entertainment & Information Relevance Satisfaction by Problem-Solving Self-Esteem by Participation in Product Creation Social Campaigning Social Marketing Social Service Social Production Prospect/Demand Conversion Customer/Peer Advocacy & Affiliate 2.0 Status, Self- Affirmation & Giving/Getting Information Social Sales
  5. 5. Social CRM as IT-enabled Management of Social Customer Relationship © 2010 – Version 1.0 - Bjoern Negelmann, N:Sight Research Social CRM Application Feature Customer Enterprise Corporate Objectives Social Toolset Customer Value Low High Reach & Awareness Interest, Demand & Advocacy Customer Satisfaction Pricing Maximizing Viral Marketing Community & Conversational Communications Realtime & Transparent Customer Service Crowd Sourcing Entertainment & Information Relevance Satisfaction by Problem-Solving Self-Esteem by Participation in Product Creation Social Campaigning Social Marketing Social Service Social Production Prospect/Demand Conversion Customer/Peer Advocacy & Affiliate 2.0 Status, Self- Affirmation & Giving/Getting Information Social Sales Analytics of Social Activities Field Sales & Advocacy Sales Support w/ enhanced information Service Support w/ Enhanced information Conversation Support Campaign Support
  6. 6. Bjoern Negelmann <ul><li>Get in contact and exchange ideas: </li></ul><ul><li>Twitter: http://twitter.com/bn_at_twitter </li></ul><ul><li>Xing: https://www.xing.com/profile/Bjoern_Negelmann </li></ul><ul><li>Blogs: http://blog.enterprise2open.com/ </li></ul><ul><li>http://blog.n-sight.de/ </li></ul><ul><li>Mail: [email_address] </li></ul>Bilder aus den Folien: iStockphoto Nr.: 000001682638 photocase Nr.: 24ep82a50779252,75t450779582

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