1. Professor. Young-Gul Kim
Meherunnesha Binte Mannan
Individual Research Project
KAIST Info and Media Management,2011
August, 2011
meherun@busieness.kaist.ac.kr
2. 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
3. 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
4. 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
5. 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.
6. 1995 -2007 2007-2012 2009- 2011 2010-2012 2011-2013
The 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) .
7. 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/
8. 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.
9. 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
10. 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/
11. 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/
12. 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/
13. 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/
14. 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