TBSC 2012 - Social CRM and the Social Customer


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Presented at CSC Technology and Business Solutions Conference in New Orleans during June 2012, this presentation explains what Social CRM is and how Social Customers and Social CRM affects today's businesses.

Social CRM enables the processes associated with marketing, sales and service/support to be powered by "social." However, in order for this concept to work we need to carefully think about what that means in terms of our operating model, our customer engagement strategy and our organization culture. Only by understanding different types of social customers can you create a flexible model for engaging with your customers in a way which you can develop, measure and ultimately co-create value together. This session explains social CRM and the types of social customers that exist. Using industry examples and projects that CSC has delivered, the speaker covers strategies, solutions and services that enable customers to add a social layer to their CRM strategy.

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TBSC 2012 - Social CRM and the Social Customer

  1. 1. TECHNOLOGY AND BUSINESSTBSC 2011 SOLUTIONS CONFERENCE SOCIAL CRM AND THE SOCIAL CUSTOMER WHAT YOU NEED TO KNOW Mark Walton-Hayfield Social Business Strategist Tuesday 12th June 2012 mark.walton-hayfield@csc.com /in/markwaltonhayfield @markw_h +44 (0)7808 630386
  2. 2. What is Social CRM?• CRM enables the core processes of • Social CRM does the same but with a Marketing, Sales, and Service/Support different perspective to CRM Customers Customers Outside In Approach Inside Out Approach Channels Channels Conversation Flow Conversation Flow Key Area Marketing Marketing Service & Service & Support Support of Sales Sales Focus Enterprise EnterpriseSocial CRM is an evolution of CRM but is better aligned to customers and their needsTBSC 2012 June 21, 2012 2
  3. 3. A Market Definition of Social CRM“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 is the companys response to the customers ownership of the conversation.” - Paul Greenberg July 2009Quote directly from Paul Greenberg @pgreenbe but referenced 37k times including http://en.wikipedia.org/wiki/Social_CRM Companies invested here... ...but their customers are here Inside Out Approach Outside In Approach Contacts Call Notes E-mails Meeting Notes CTI Image adapted and re-used from servicecloud presentation from Salesforce.comTBSC 2012 June 21, 2012 3
  4. 4. A Number of Drivers Affect How Your Customers Interact Today • Broadband adoption • Online shopping & research • Try and maybe buy in store • Brochures are not in shops • Mobile and real-time • Always connected • Popularity of Social Media • What do my friends think • A person like me “Through 2015, 80% of enterprises will lack a coherent approach to dealing with information from the collective” Gartner - Business Get Social 2011TBSC 2012 June 21, 2012 4
  5. 5. The Social Customer Requires Many More Business Model Considerations Who is the social customer? What matters most to them? Savvy using social channels Trusts differently than used to Trust! Communicates with peers 65% find peers most trusted source [Edelman 2011 Trust Barometer] Communicates with companies Gets what they want 20% use Twitter for customer service [Colloquy] Listen to customer needs and feedback. Social. Mobile. Local. High quality goods and services offered. Expects immediate response. Or nearly so Treats employees well. Expects information available nearly instantly when searching Customers placed ahead of profits. Increases velocity of consumerisation of work Active participants in affecting change by using social networks Re-used and re-purposed courtesy of Paul Greenberg @pgreenbeTBSC 2012 June 21, 2012 5
  6. 6. Not All Social Customers Are the Same or Have the Same Motivations Organic Scheming Controlled http://www.zdnet.com/blog/crm/here-they-come-organic-scheming-and-controlled-customers-are-you-ready-to-roll-with-them-guest-post/4390 Illustrations courtesy of Andreas Olofstom @olofstamTBSC 2012 June 21, 2012 6
  7. 7. CRM Has Changed, Customers Trust Each Other Not the BrandWhen a company is distrusted* • 15% of consumers use print, newspapers and magazines as their first go-to source* • 71% use the internet, social media, friends and family as their first go-to source* • 43% of consumers trust “people like them”* When a company is trusted* • 70% of consumers trust independent experts* • 74% of consumer purchasing decisions are affected by key @mkrigsman influencers on social networking sites** *Edelman Trust Barometer, 2011TBSC 2012 ** Gartner User Survey Analysis: Consumer Marketing Using Social Network Analysis, Worldwide, 2010 June 21, 2012 7
  8. 8. You Cannot be Successful By Simply Managing and Talking at Customers Employee Partner relationshipsToday you have to hear Innovate with new your customers and co-creation customer centric businessco-create value together of models products and services There is an important Answer the question “whatnetwork of stakeholders value trust is in it for me?” across all you need to align with parts of the network Customer Sketch re-used courtesy of Mark Tamis @MarkTamisTBSC 2012 June 21, 2012 8
  9. 9. From Pain to Gain - The Threat and Opportunity of Social CRM Image by @ericthefishkingTBSC 2012 June 21, 2012 9
  10. 10. People Have Always Talked and They Will Continue To Do So Image by @mkrigsmanTBSC 2012 June 21, 2012 10
  11. 11. But the Communication Mechanism Has Changed and Is Now Amplified Image by @mkrigsmanTBSC 2012 June 21, 2012 11
  12. 12. In Order To Succeed Change Your Approach - Become Customer Centric Image by @RockChalkJHawkrTBSC 2012 June 21, 2012 12
  13. 13. You Risk Becoming Extinct - Your Business Will Eventually Die Image by @mkrigsmanTBSC 2012 June 21, 2012 13
  14. 14. How Do You Cut Through All of the Noise and Hype Around Social Media? Image by @HebedesignTBSC 2012 June 21, 2012 14
  15. 15. Tune Into Your Customers, Filter Out the Noise - Focus On What Is Important Image from FreeDigitalPhotos.netTBSC 2012 June 21, 2012 15
  16. 16. Understand How Social CRM Fits Across Your Customer Experience Image by @mkrigsmanTBSC 2012 June 21, 2012 16
  17. 17. Examples of Social CRM (listening) Being Used in CSC EngagementsTBSC 2012 June 21, 2012 17
  18. 18. Enabling Social CRM For Our Customers Customers The Purpose - Enterprise Processes & Workflow Data and Intelligence Channels Outside In Approach Collaboration for Customers, Partners, and Employees Front Office Security Marketing Service & Engagement Support Sales Back Office Systems EnterpriseTBSC 2012 June 21, 2012 18
  19. 19. TECHNOLOGY AND BUSINESSTBSC 2011 SOLUTIONS CONFERENCE Thank You Mark Walton-Hayfield Social Business Strategist mark.walton-hayfield@csc.com /in/markwaltonhayfield @markw_h +44 (0)7808 630386
  20. 20. CSC CSCNews CSC CSCNewsTBSC 2012 June 21, 2012 20
  21. 21. • Using the power of Social Media, Social Networks and Community collaboration a number of excellent external sources of information have been used to deliver this information to you with the permission of the copyright owners for the resources used• These resources have been noted throughout the presentation. However, Please find a complete list of external sources below who have provided permission to use their content for the purposes of this presentation only.• Special thanks go to fellow members of the Social CRM Accidental Community @scrm_ac in Paul Greenberg, Michael Krigsman, and Mark Tamis for allowing the use of their content in this presentation Slide Description Contributor 3 Ravine of company investment vs customers Salesforce Service Cloud presentation via slideshare.net 4 Hey Banksy why don’t you return my e-mails Bruno Girin used under creative commens and with permission via flickr 5 Who is the Social Customer and Trust Paul Greenberg @pgreenbe used and adapted with permission 6 Organic, Scheming, Controlled Illustrations Andreas Olofstam @olofstam used with permission 7 Girl having a coffee and internet shopping Michael Krigsman @mkrigsman of Asuret via mobypicture http://mkrigsman.com/ 8 People are Talking Sketch Mark Tamis @MarkTamis used with permission http://marktamis.com/ 9 Scales of Justice image Eric the Fish @ericthefishking used under creative commons via flickr 10 People have always talked and they always will Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/ 11 The communication mechanism has changed Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/ 12 Change your approach image John Roever via flickr 13 Becoming extinct and dying image Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/ 14 Cutting through the noise and hype image Hilde Skjølberg used with permission via flickr 15 Filtering out the noise image Used in accordance with terms of service within freedigitalphotos.net 16 Fitting Social CRM into your Customer Experience Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/• The references from analyst firms included have either been used following the terms and conditions which CSC already has in place or via direct communication with the analyst firm quotedTBSC 2012 June 21, 2012 21