More Related Content Similar to Complaciendo al Cliente Social: donde el proceso se encuentra con el caos (20) More from Mundo Contact (20) Complaciendo al Cliente Social: donde el proceso se encuentra con el caos2. About Me
• CTO & Co-Founder,
SugarCRM Inc.
• linkedin/clintoram
• clint@sugarcrm.com
• slideshare.net/sugarclint
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 2
3. @sugarclint
#crm12
#sugarcrm
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 3
6. Technology has
Changed the Customer
60% expect to
interact with other
63% search
• Self-empowered customers when they
like a brand on
online to
connect with
• Self-sufficient Facebook
people with
similar issues to • Self-organizing
get answers
80% more
41% expect a reply likely to try new
within one hour things based
when they connect on friend’s
online with a brand suggestions
Source: CMO Council 2011 Variance in the Social Brand Experience Report
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 6
8. Business must
Evolve
75% customers
frustrated with 42% don’t receive the
brand because of assistance they were
lack of knowledge promised after a
on customer sales call
history
Do your employees create happy customers?
61% come away 52% had a
feeling that the negative
company knows experience
nothing about them with a sales
after service or rep
sales call
Source: SugarCRM/Harris Interactive Survey 2012
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 8
9. Know your
Customer
Over 350 million
business Most businesses still
professionals use use spreadsheets
email to and email to track
collaborate with their customers
customers
Everyone engages with the customer
Social and
But only 20 million mobile are
people use CRM connecting
software today everyone
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 9
11. You are Not
in Control Rule #1
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 11
12. Customers Lesson
Manage You
Learned
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 12
13. Traditional Marketing
is Declining Rule #2
Growth of Marketing Spend Over Next 2-3 Years
Decline Grow
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80%
-5% 67%
Social Media
-11% 64%
Digital and Online
-5% 61%
Public Relations
-8% 58%
Direct Marketing
-5% 58%
Data Analysis
-14% 57%
Marketing Collateral
-10% 48%
Paid Search
-19% 45%
Events
Print
-67% 14%
TV and Radio
-74% 9%
Out-of-Home
-35% 8%
Source: Booz & Company’s B2B Marketing Survey 2010
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 13
14. How People Connect
Lesson
with Companies
Learned
Inbound
Permission
Customer-Driven
Outbound
Interruption
Vendor-Driven
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 14
16. Measure your Lesson
Customer Satisfaction
Learned
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 16
17. Join the
Conversation Rule #4
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 17
18. Customers want Lesson
Honest Dialogue
Learned
“85% of respondents believe
companies should not just present
information via social media, but
use it to interact and become more
engaged with them.”
Cone Inc Report: “Social Media in Business”
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 18
19. How to get started?
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 19
21. What are your social pain points?
Marketing
Issue Brand
Escalation Protection
Community Thought
Support Leadership
Support
Knowledge
Sharing Social Demand
Generation
Content
Customer Sharing
Engagement
Customer
Profile Sales
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 21
23. To Drive Customer Engagement
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 23
24. Phase 1: Establish your Social Profile
1. Build your LinkedIn
profile
2. Start your company
Facebook page
3. Create your Twitter
account
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 24
25. Then Listen, Engage, Direct & Measure
Phase 2:
Employee
Engagement
Phase 3:
Corporate
Engagement
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 25
27. Listen, Your Customers Will Tell You
Marketing
Issue Brand
Escalation Protection
Community Thought
Support Leadership
Support
Knowledge
Sharing Social Demand
Generation
Content
Customer Sharing
Engagement
Customer
Profile Sales
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 27
29. Thank You
@sugarclint
slideshare.net/sugarclint
@sugarcrm
facebook/sugarcrm
17/12/12 ©2012 SugarCRM Inc. All rights reserved. 29