Power of social influence, crm and customer perception

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CRE & CSQS Leadership Summit 2013
Jun 14 2013

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Power of social influence, crm and customer perception

  1. 1. more devicesmore channelsmore multi-taskingSMARTER, EMPOWERED ANDCONNECTED CUSTOMERS
  2. 2. BUSINESS REALITY – NOT JUST ‘LIKES’Customers read about, share, discuss, review andsuggest brands ONLINE
  3. 3. CHALLENGES FACED BY BRANDS INSOCIAL CRMMorechannelsMorecollaborationMoreconnectionsMoreconversationsCustomers want to interact differently and expectresponse
  4. 4. SOCIAL CRM – EVOLUTIONTraditionalCRM•Phone, fax,email, letter,website,SMS, IM,massmedia+ Social CRM•SEO, eDM,Apps, Blog,microblog,wiki, socialnetworks,video/photosharing,forums,review andcomparisonwebsitesListen/Analyze•Trackmentionsonline•how many,by whom,where, how,about what,how theyfeel
  5. 5. HK: SOCIAL CRM VIA FACEBOOK
  6. 6. ENGAGING FUTURE CUSTOMERS
  7. 7. REPUTATION TURNAROUND:CASE STUDY OF DELL2005 a blog postsparked a wave ofcomplaints with hugedamage on reputation,CS scores, marketshare and profits
  8. 8. SINCE THEN…
  9. 9. TODAY
  10. 10. SOCIAL CRM IS GOOD BUT…How to handle loads of messages- Analyze, standardize, automateData Retention and Privacy• Brands need to be open and transparent• Respect customer’s data, share what youknow and what you are doing with it
  11. 11. MAKING GOOD USE OF SOCIAL CRM• Identify your objective and strategy• Choose your metrics and tools (mobile!)• Listen: Track conversations• Build relationships: respond, engage andconverse• Evolve

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