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Power of social influence, crm and customer perception

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Charles Mok
Charles Mok

CRE & CSQS Leadership Summit 2013 Jun 14 2013

TechnologyBusiness
1 of 14
more devices more channels more multi-tasking SMARTER, EMPOWERED AND CONNECTED CUSTOMERS
BUSINESS REALITY – NOT JUST ‘LIKES’ Customers read about, share, discuss, review and suggest brands ONLINE
CHALLENGES FACED BY BRANDS IN SOCIAL CRM More channels More collaboration More connections More conversations Customers want to interact differently and expect response
SOCIAL CRM – EVOLUTION Traditional CRM •Phone, fax, email, letter, website, SMS, IM, mass media + Social CRM •SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites Listen/Analyze •Track mentions online •how many, by whom, where, how, about what, how they feel
HK: SOCIAL CRM VIA FACEBOOK
ENGAGING FUTURE CUSTOMERS
REPUTATION TURNAROUND: CASE STUDY OF DELL 2005 a blog post sparked a wave of complaints with huge damage on reputation, CS scores, market share and profits
SINCE THEN…
TODAY
SOCIAL CRM IS GOOD BUT… How to handle loads of messages - Analyze, standardize, automate Data Retention and Privacy • Brands need to be open and transparent • Respect customer’s data, share what you know and what you are doing with it
MAKING GOOD USE OF SOCIAL CRM • Identify your objective and strategy • Choose your metrics and tools (mobile!) • Listen: Track conversations • Build relationships: respond, engage and converse • Evolve
Power of social influence, crm and customer perception

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Power of social influence, crm and customer perception

  • 1.
  • 2. more devices more channels more multi-tasking SMARTER, EMPOWERED AND CONNECTED CUSTOMERS
  • 3.
  • 4. BUSINESS REALITY – NOT JUST ‘LIKES’ Customers read about, share, discuss, review and suggest brands ONLINE
  • 5. CHALLENGES FACED BY BRANDS IN SOCIAL CRM More channels More collaboration More connections More conversations Customers want to interact differently and expect response
  • 6. SOCIAL CRM – EVOLUTION Traditional CRM •Phone, fax, email, letter, website, SMS, IM, mass media + Social CRM •SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites Listen/Analyze •Track mentions online •how many, by whom, where, how, about what, how they feel
  • 7. HK: SOCIAL CRM VIA FACEBOOK
  • 9. REPUTATION TURNAROUND: CASE STUDY OF DELL 2005 a blog post sparked a wave of complaints with huge damage on reputation, CS scores, market share and profits
  • 11. TODAY
  • 12. SOCIAL CRM IS GOOD BUT… How to handle loads of messages - Analyze, standardize, automate Data Retention and Privacy • Brands need to be open and transparent • Respect customer’s data, share what you know and what you are doing with it
  • 13. MAKING GOOD USE OF SOCIAL CRM • Identify your objective and strategy • Choose your metrics and tools (mobile!) • Listen: Track conversations • Build relationships: respond, engage and converse • Evolve