Social CRM : Putting the Customer  First Jacob Morgan
Thanking the Academy <ul><li>Esteban Kolsky- Think Jar </li></ul><ul><li>Mitch Lieberman- Sugar CRM </li></ul><ul><li>Paul...
Principal, Chess Media Group Author, Twittfaced Blogger: jmorganmarketing.com Traveler, Chess Lover, and Explorer Fellow @...
<ul><li>Agenda </li></ul><ul><li>An Airline Tale </li></ul><ul><li>The Landscape </li></ul><ul><li>Challenges and Evolutio...
Qantas
Qantas
Qantas
What is Social CRM? <ul><li>“ Social CRM   is a philosophy & a business </li></ul><ul><li>strategy, supported by a technol...
OR Social CRM Is… <ul><li>Social CRM   is a   part of social business </li></ul><ul><li>that   helps companies   make   se...
<ul><li>Current Challenges </li></ul><ul><li>Multiple data sources </li></ul><ul><li>Customer demands and </li></ul><ul><l...
 
The Customer is Changing.  Is Your Company? The  traditional customer  is the one  we all were  as recently as a decade ag...
The Numbers <ul><li>Fastest growing sector for Internet use is  communities  ( 5.4% in a year ) </li></ul><ul><li>Member  ...
 
Slide by Deloitte
Slide by Deloitte
 
Will Companies Succeed? “ By 2010  more than half of companies  that have established an online community  will fail  to m...
Agenda
 
Agenda
 
Agenda Created by Jeremiah Owyang and Ray Wang from Altimeter Group
Dr. Natalie Petouhoff,
Dr. Natalie Petouhoff,
 
 
 
 
Did This Affect Stock Price?
“ Don’t get numb with the numbers, it’s about the customer experience!”
Models  and  Frameworks Social CRM is Sexy I love Social CRM Do you do Social CRM?
 
The Point Thanks Mitch!
 
 
 
 
 
Qantas Gap is Small <ul><li>Prompt resolution  (had someone on the phone soon after) </li></ul><ul><li>Two-way communicati...
What Can be Improved? <ul><li>Respond faster  (had I been in the ASAP purchase phase, they would have missed me ) </li></u...
 
 
 
YOU The Best SCRM Model is…
Long Road Ahead
 
Key Takeaways <ul><li>Social CRM starts before social media </li></ul><ul><li>As with E2.0, we are just scratching the sur...
Thank You <ul><li>chessmediagroup.com </li></ul><ul><li>[email_address] .com </li></ul><ul><li>Twitter: @jacobm </li></ul>...
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Social CRM by Jacob Morgan

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что такое social crm и как работает

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Social CRM by Jacob Morgan

  1. 1. Social CRM : Putting the Customer First Jacob Morgan
  2. 2. Thanking the Academy <ul><li>Esteban Kolsky- Think Jar </li></ul><ul><li>Mitch Lieberman- Sugar CRM </li></ul><ul><li>Paul Greenberg- Author, CRM at the Speed of Light, Yankees Fan </li></ul><ul><li>Jeremiah Owyang- Altimeter Group </li></ul><ul><li>Brent Leary- CRM Essentials LLC </li></ul>
  3. 3. Principal, Chess Media Group Author, Twittfaced Blogger: jmorganmarketing.com Traveler, Chess Lover, and Explorer Fellow @SNCR
  4. 4. <ul><li>Agenda </li></ul><ul><li>An Airline Tale </li></ul><ul><li>The Landscape </li></ul><ul><li>Challenges and Evolution of SCRM </li></ul><ul><li>Examples </li></ul><ul><li>Models and Frameworks </li></ul><ul><li>Key Takeaways </li></ul>
  5. 5. Qantas
  6. 6. Qantas
  7. 7. Qantas
  8. 8. What is Social CRM? <ul><li>“ Social CRM is a philosophy & a business </li></ul><ul><li>strategy, supported by a technology platform, </li></ul><ul><li>business rules, workflow, processes & social </li></ul><ul><li>characteristics, designed to engage the </li></ul><ul><li>customer in a collaborative conversation in </li></ul><ul><li>order to provide mutually beneficial value in a </li></ul><ul><li>trusted & transparent business environment. </li></ul><ul><li>It’s the company's response to the customer’s </li></ul><ul><li>ownership of the conversation .&quot; ~ Paul Greenberg, Author of CRM at the Speed of Light </li></ul>
  9. 9. OR Social CRM Is… <ul><li>Social CRM is a part of social business </li></ul><ul><li>that helps companies make sense of </li></ul><ul><li>(and then act on) the data they collect </li></ul><ul><li>from social customer interactions . </li></ul>
  10. 10. <ul><li>Current Challenges </li></ul><ul><li>Multiple data sources </li></ul><ul><li>Customer demands and </li></ul><ul><li>Expectations </li></ul><ul><li>Customers taking control of conversations and brand image </li></ul><ul><li>Customer insights </li></ul><ul><li>Humanizing the brand/transparency </li></ul><ul><li>Staying ahead of the competition </li></ul><ul><li>Acquire, develop, and retain customers </li></ul>
  11. 12. The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light
  12. 13. The Numbers <ul><li>Fastest growing sector for Internet use is communities ( 5.4% in a year ) </li></ul><ul><li>Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”) </li></ul><ul><li>By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM) </li></ul>
  13. 15. Slide by Deloitte
  14. 16. Slide by Deloitte
  15. 18. 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
  16. 19. Agenda
  17. 21. Agenda
  18. 23. Agenda Created by Jeremiah Owyang and Ray Wang from Altimeter Group
  19. 24. Dr. Natalie Petouhoff,
  20. 25. Dr. Natalie Petouhoff,
  21. 30. Did This Affect Stock Price?
  22. 31. “ Don’t get numb with the numbers, it’s about the customer experience!”
  23. 32. Models and Frameworks Social CRM is Sexy I love Social CRM Do you do Social CRM?
  24. 34. The Point Thanks Mitch!
  25. 40. Qantas Gap is Small <ul><li>Prompt resolution (had someone on the phone soon after) </li></ul><ul><li>Two-way communication (on Twitter, email, and the phone) </li></ul><ul><li>Collaborative relationship (helped me select destinations) </li></ul><ul><li>Personalization (I received a custom Powerpoint presentation with steps outlining how to get the special offers) </li></ul><ul><li>Feeling of importance </li></ul>
  26. 41. What Can be Improved? <ul><li>Respond faster (had I been in the ASAP purchase phase, they would have missed me ) </li></ul><ul><li>Post the issue into a community (I’m sure I’m not the only one who had this problem) </li></ul><ul><li>Build an advocacy program (I’m now an advocate) </li></ul><ul><li>Know when I purchase (follow up with me, get me to buy again, follow my conversations) </li></ul><ul><li>Collaborate with me and the community (improving the experience) </li></ul>
  27. 45. YOU The Best SCRM Model is…
  28. 46. Long Road Ahead
  29. 48. Key Takeaways <ul><li>Social CRM starts before social media </li></ul><ul><li>As with E2.0, we are just scratching the surface </li></ul><ul><li>Time to start looking deeper and beyond just social tools. Time to start looking at business integration and strategy (let’s get real) </li></ul><ul><li>Technology is an enabler but SCRM is a strategy </li></ul><ul><li>SCRM is an evolution of CRM, not a replacement </li></ul><ul><li>Frameworks and models are still adapting and changing (and this will continue) </li></ul><ul><li>Find what works for your company </li></ul><ul><li>End game should be to develop a social business </li></ul><ul><li>There is still a long road ahead </li></ul>
  30. 49. Thank You <ul><li>chessmediagroup.com </li></ul><ul><li>[email_address] .com </li></ul><ul><li>Twitter: @jacobm </li></ul><ul><li>Blog: jmorganmarketing.com </li></ul>

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