Part 1 - SocialCRM marketing campaign.

1. A Fundamental CRM Shift

2. Dean Carroll, General Manager - Touchstone CRM
- Microsoft, Vodafone, 30/30 Vision Consulting

3. Traditional CRM
“Customer Relationship Management is a
business strategy with outcomes that optimises
profitability, revenue and customer satisfaction by organising
around customer segments, fostering customer-satisfying
behaviours and implementing customer-centric processes”
Source:GartnerGroup

4. Social CRM
“A philosophy and a business strategy, supported by a
technology platform, business
rules, workflow, processes and social
characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually
beneficial value in a trusted and transparent business
environment. It is the company's response to the
customer's ownership of the conversation.”
“CRM was about managing the customer. Social CRM is
about engaging with the customer.”
Source:PaulGreenberg

5. The Business Impact of Social CRM
Traditional CRM Social CRM
Assigned departments Everyone
Company defined processes Customer defined processes
Business hours Always open
Defined channels Customer decides channels
Transactions Interactions
Inside out Outside in
Source:NilssonConsulting

6. CRM Success Cycle: Strategy, Execution & Results
TouchstoneCRMSuccessCycle©