Professor. Young-Gul KimMeherunnesha Binte Mannan Individual Research ProjectKAIST Info and Media Management,2011 August, firstname.lastname@example.org
Introduction Trend in CRM Entrance of SNS in CRM Measurement of SNS ROI as CRM tool Best and Worst Practice of SNS for CRM Conclusion and Recommendations
Research Objective: To learn how the CRM is being changing. To find out the impact of SNS on CRM To do some successful and blundered case study Method: Internet articles References
Traditional CRM: To collate customer data (profiles, order history etc) and serve to maintain a relationship with the customer and the company. Recent CRM: Analytical CRM: Finding out what contributes to customer highest satisfaction. Mobile CRM: Cope up with mobile trend and easily assessable almost anywhere. Integrated approach: marketing, service and sales are now working holistically to satisfy the customers. Ref: new trends take shape:- http://www.crminfoline.com/crm-articles/crm-trends.htm
Most recent CRM: CRM and internet: Customer dynamic CRM 2011 is capable of creating and maintaining a clear view of customers and from first contact through purchase and post-sales. Outsourcing CRM: Using sales force. Midmarket CRM: Licensed CRM applications. For example: Salesforce, Microsoft and Goldmine etc. Ref: new trends take shape:- http://www.crminfoline.com/crm-articles/crm-trends.htm, image source: google.
1995 -2007 2007-2012 2009- 2011 2010-2012 2011-2013The era of social The era of social The era of social The era of social The era of social relationships functionality colonization context commerce • Simple • Embed web app • Lean on their • Opt in to share • Work with peers profile and & widgets on peers’ opinions their identity to define the discussion their profiles to to make for a more next generation features to make decisions relevant web of products, also share with experience more about products experience purchase in each other fun & useful groups The era of Social CRM (SCRM) Ref: CRM adopts SNS ( Social Media - The five-year Forecast, http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-Media-The- Five-Year-Forecast-53635.aspx) .
Why Social Media? Identify your champions Target new stakeholders Assess overall sentiment It can improve Identify your critics and fend off crises customers CRM Audit your efforts acquisition, retenti on, loyalty and Study the success stories profitability. Identify new program or product opportunities Identify donors or lower costs Keep tabs on competitors Improve your campaigns and programs Ref.Guide to monitoring social media conversations - http://www.socialbrite.org/2011/01/10/guide-to-monitoring-social-media/
Moving from traditional to Social CRM Parameters Traditional CRM Social CRM Roles Customer Service All employees engage Function Process-centric Conversation-centric Approach Contact Community management management Channel Well-defined Dynamic and evolving Value Periodic Connection Sustained customer with customer engagement Model Simple transaction Complex relationships Source: Book – Social CRM for Dummies.
Some statistical data of using SNS as CRM In 2010, only 5% of organizations took advantage of SNS to improve service processes and 30% of industry shaping enterprises will incorporate social CRM. Ref.Merging Social Media with CRM - http://www.resourcenation.com/blog/merging-social-media-with-crm/31915/. Image source: emarket.com
Model for how to use SNS Four areas must be addressed: Monitoring of social media platforms Content generation and distribution Centralized data storage Cross-department collaboration Ref..Social Networking and CRM- http://www.marketingtechblog.com/social-media-marketing/free-ebook-moving-to-social-crm/
By using different software and programs, SNS ROI can be measured/analyzed and applied to business. Threadsy: To collect and unify the emails from social networks. Myweboo: To organize your info streams Types of software Hootsuite: To integrate all you platforms application depends on the objectives Fast: For teams of social marketers TweetDeck: Connect with your contacts. Ref.Top 10 social media dashboard tools - http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/
Best Comcast Cares – customer service through twitter. ▪ Founded in 1969, Comcast is the nation’s leading provider of entertainment, information and communications products and services. Twitter address: @ComcastCares. ▪ It deals the unhappy customer publicly in twitter to offer help. ▪ It changed their critics to raving fan by using twitter as their CRM. ▪ Comcast has handled more than 21,000 customer service requests (official tickets) through social media ▪ Lessons: ▪ It is sufficient to let customers know – you are there to help; let them take the next step. ▪ Listen first, then engage if it makes sense. Ref.http://socialmediatoday.com/index.php?q=SMC/39127, http://mashable.com/2009/03/08/social-media-blunders/
Worst Sony BMG – copy protection scandal ▪ Sony placed copy protection (XCP) on its CDs to prevent pirating. But XCP software created new vulnerabilities on computers that malware could exploit. ▪ Mark Russinovich wrote this story in a blog and Sony tried to stonewall bloggers instead of being upfront. ▪ As a consequence, Sony lost millions in lawsuits. ▪ Lessons: ▪ Do not try to fight against user behavior using ill-advised malware. ▪ Be upfront about mistakes. Ref.http://socialmediatoday.com/index.php?q=SMC/39127, http://mashable.com/2009/03/08/social-media-blunders/
CRM + Social Networking = Customer Satisfaction (which is the purpose to serve the customers). The best SCRM application is the one you will use with your know how. Regardless the type of business (B2B or B2C), to apply SCRM, it is important to know your specific objectives. Immediately after starting SCRM, it is necessary to co- align your activities with your objectives."How you gather, manage and use information will determine whether you win or lose." -Bill Gates
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