Connecting the dots social media across the customer journey

Connecting the dots
Enhancing insight using social media

David Jackson
CEO
Clicktools

About Clicktools

CRM
CRM On Demand

© Clicktools Ltd. 2012

Agenda

• Corporate challenges
• Social media across the customer journey
• Implications


Challenges


“Legacy” “Mindset”
{noun} {noun}
something that has a set of beliefs or a
been superseded but way of thinking that
is difficult to replace determines one’s
because of its behaviour, outlook or
widespread use mental attitude


Customer ranking Company ranking
(61%) Discount Learn about new products (73%)

(55%) Purchase General information (71%)

(53%) Reviews and product rankings Submit opinion on current products/services (69%)

(53%) General information Exclusive information (68%)

(52%) Exclusive information Reviews and product rankings (67%)

(51%) Learn about new products Feel connected (64%)

(49%) Submit opinion on current products/services Customer service (63%)

(37%) Customer service Submit ideas for new products/services (63%)

(34%) Event participation Be part of a community (61%)

(33%) Feel connected Event participation (61%)

(30%) Submit ideas for new products/services Discount (60%)
Source: IBM Business Value Institute

(22%) Be part of a community Purchase (60%)

How marketers use social media
Outbound customer communication 77%

Product/messaging innovation 54%

Inbound feedback 53%

Better understand customers 48%

None 3%

Other 2%

Source: Weber Shandwick


Easy to do
Engagement business
with

Total Nice to do
Value for
money Customer business
with
Experience

Product/
Reputation
Service


Social media across
the customer journey


Develop


Lead generation


Purchase


Use

Tweet to Case

Engagement


Must Do’s


Single customer view

Transactions

Campaign responses

Campaign participation
Solicited feedback
CUSTOMER
RELATIONSHIP Next best action
MANAGEMENT
Call center activity

Business modeling

Social media activity

It’s that ability to listen to the customer and
Product usage act on what they say. That could be through
a survey, a tweet or a conversation with a
call centre agent. The key is to bring
all these elements together to ﬁnd
out what customers are saying.”
Jim Davies, Gartner CRM analyst

Action not words
How did you feel when the company contacted you as a result of your Tweet?

0 15 30 45 60

I loved it 32

I liked it 51.59

Didn’t matter 12.5

I didn’t like it 3.2

I hated it 0.8

Maritz Research Sept 2011


Data not opinion

“Nonetheless, analytical-thinking skills
have become even more important to this
company. We need to come up with the
ideas to innovate, and those innovations
are always informed by data.”

Robert McDonald
CEO, P&G

McKinsey Quarterly Interview


Instant internationlization


Not just social media

Technorati 2011


From Social Media to Social CRM

THIS NOT THIS

Customer journey Process

Interactions Transactions

Dialog Monolog

Integrated Fragmented


10 point plan

• Identify touch points and communities
• Prioritize social channels
• Build listening mechanisms
• Integrate listening into CRM in real time
• Establish alert mechanisms
• Build profiling models - next best action
• Empower staff to act
• Build linkage models
• Weed out legacy mindsets


Thank You
Visit our stand

Slides available on Slideshare

www.facebook.com/clicktools

@clicktools
@tweetdavej

Connecting the dots social media across the customer journey

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