Social Crm With Clearvale

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Social Crm With Clearvale

  1. 1. Social CRM with BroadVision Clearvale January 2010
  2. 2. Agenda <ul><li>Social CRM </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Common concerns </li></ul></ul><ul><ul><li>Relationship to other sites </li></ul></ul><ul><li>Best Practices </li></ul><ul><ul><li>Key capabilities of a social CRM </li></ul></ul><ul><ul><li>Seven habits for successful adoption </li></ul></ul>
  3. 3. Objective of a Social CRM <ul><li>Unhappy / unengaged customers </li></ul><ul><li>Happy / engaged customers </li></ul><ul><li>Customer Advocates </li></ul><ul><li>Customers For Life </li></ul>
  4. 4. Applications of Social CRM <ul><li>Community building </li></ul><ul><ul><li>Establish a sense of community around a company’s products </li></ul></ul><ul><li>Customer support </li></ul><ul><ul><li>both via the customer services team, and community-powered support, where customers help each other resolve problems. </li></ul></ul><ul><li>Account management </li></ul><ul><ul><li>Improving communication between major customers (particularly B2B) and the account team servicing them </li></ul></ul><ul><li>Driving repeat business </li></ul><ul><ul><li>Engaging customers so that their next purchase or renewal becomes as easy and as logical as possible. </li></ul></ul>
  5. 5. Target industries <ul><li>Manufacturing </li></ul><ul><li>Distribution </li></ul><ul><li>Hi-tech </li></ul><ul><li>Retail </li></ul><ul><li>Automotive </li></ul>
  6. 6. Example: Mobile1to1 Connections <ul><li>Mobile1to1 is a B2B and B2C vendor of mobile electronics </li></ul><ul><li>They are creating a new “Mobile1to1 Connections” site to complement their existing eCommerce site </li></ul>
  7. 7. Account management widget from eCommerce application Personalized product feed from eCommerce application
  8. 8. Customer Support <ul><li>In the past, customer support has typically taken two forms: </li></ul><ul><ul><li>Customer-to-company </li></ul></ul><ul><ul><li>Customer-to-customer </li></ul></ul><ul><li>Social CRM combines the two </li></ul><ul><ul><li>Make knowledge base more accessible </li></ul></ul><ul><ul><li>Helps customers solve their own, and each other’s problems </li></ul></ul>
  9. 9. Discussion File repository
  10. 10. Private community management Event calendars Employee performance tracking Announcements
  11. 11. Multimedia content Customer surveys Ephemeral community of interest microsite
  12. 12. Account Management <ul><li>Whereas customer service is typically reactive, account management needs to be more proactive </li></ul><ul><li>Establish trusted advisor relationship </li></ul><ul><li>Usually needs to be conducted in a private area </li></ul><ul><ul><li>Public “hub”, private “spokes” </li></ul></ul>
  13. 13. Direct access to account team and senior management
  14. 14. Driving sales <ul><li>Social sites are “stickier” than transactional sites </li></ul><ul><li>Great opportunity to drive new & repeat sales, upgrades and renewals </li></ul><ul><li>Must not be too hard-sell, will drive customers away </li></ul><ul><li>Present targeted, relevant products </li></ul>
  15. 15. Relevant products from eCommerce application
  16. 16. Products details from eCommerce application & buy now link Product reviews and ratings
  17. 17. Common concerns <ul><li>What if my staff make inappropriate comments to customers? </li></ul><ul><li>My customers don’t want to collaborate with each other, as they are competitors </li></ul><ul><li>I don’t want negative comments about my company on a site I run </li></ul><ul><li>Can’t I just add social features to my existing eCommerce site? </li></ul><ul><li>Can’t I just use a Facebook page for this? </li></ul>
  18. 18. Key capabilities of a social extranet <ul><li>Connect </li></ul><ul><ul><li>Enable customers to join the network and establish professional relationships with people they know and respect. </li></ul></ul><ul><li>Communicate </li></ul><ul><ul><li>Enable two-way discussions between the company and customers, and between customers groups. </li></ul></ul><ul><li>Collaborate </li></ul><ul><ul><li>Enable groups of users to come together in a shared space to work together. </li></ul></ul><ul><li>Cultivate </li></ul><ul><ul><li>Educate customers and employees on how to make best use of the capabilities the network provides. </li></ul></ul><ul><li>Create </li></ul><ul><ul><li>Enable the community to create something better than the sum of the individual parts. </li></ul></ul>
  19. 19. Seven habits for successful ESN adoption <ul><li>Mandate </li></ul><ul><ul><li>Must be part of official web strategy </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Clear idea of objectives </li></ul></ul><ul><li>Expectations </li></ul><ul><ul><li>Be realistic </li></ul></ul><ul><li>Participation </li></ul><ul><ul><li>The value of the network increases as the number of members increases </li></ul></ul><ul><li>Contribution </li></ul><ul><ul><li>Don’t slip back into a “broadcast” portal </li></ul></ul><ul><li>Reward </li></ul><ul><ul><li>Recognise valuable contribution </li></ul></ul><ul><li>Perseverance </li></ul><ul><ul><li>If at first you don’t succeed… </li></ul></ul>
  20. 20. Project implementation <ul><li>Planning </li></ul><ul><ul><li>Clearvale Strategic Planning Service </li></ul></ul><ul><ul><li>Clearvale Discovery Service </li></ul></ul><ul><li>Construction </li></ul><ul><ul><li>Network Configuration </li></ul></ul><ul><ul><ul><li>Personalization Configuration </li></ul></ul></ul><ul><ul><ul><li>Community Configuration </li></ul></ul></ul><ul><ul><ul><li>Network Appearance and Branding </li></ul></ul></ul><ul><ul><li>Data Uploading </li></ul></ul><ul><ul><ul><li>User Uploading </li></ul></ul></ul><ul><ul><ul><li>Content Uploading </li></ul></ul></ul><ul><ul><li>Network Review and Handover </li></ul></ul><ul><li>Optional/Integration </li></ul><ul><ul><li>Teamwork Implementation </li></ul></ul><ul><ul><li>User Directory Integration/SSO </li></ul></ul><ul><ul><li>CRM/Support Integration </li></ul></ul><ul><ul><li>Content Integration/Syndication </li></ul></ul><ul><li>Training </li></ul><ul><ul><li>End User Training </li></ul></ul><ul><ul><li>Administrator Training </li></ul></ul><ul><ul><li>Teamwork Training </li></ul></ul>
  21. 21. Summary <ul><li>Customer for life </li></ul><ul><ul><li>Social CRM turns unengaged customers into engaged customers, happy customers into advocates </li></ul></ul><ul><li>Four main components </li></ul><ul><ul><li>Community building </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Account management </li></ul></ul><ul><ul><li>Driving sales </li></ul></ul><ul><li>Main challenges are organizational, not technical </li></ul><ul><li>BroadVision Clearvale is an Enterprise Social Networking suite providing all the capabilities required to create Social CRM </li></ul>

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