The document discusses customer relationship management (CRM) and its evolution in the context of the social web, emphasizing that traditional CRM often lacks alignment with departments and external customer engagement. It highlights the importance of establishing trust with the hyper-connected consumer who relies on peers rather than advertising, calling for a cultural and technological shift to adapt to this new reality. Social CRM is defined as a strategy and platform for engaging customers collaboratively to create mutually beneficial value in a transparent environment.

1. CRM in the age of the Social Web Mitch Lieberman

2. First - What is CRM? (Customer Relationship Management)

3. CRM is core contact management, only it requires planning, Name, Address, Phone #, Email Address is a place to store transactions and history, Orders, Invoices, Issues, Communications is a place to manage future business/pipeline, Prospects, Leads, Opportunities, Campaigns or simply something sales people complain about? Because they do not understand what’s in it for them!

4. Departments, unfortunately are rarely aligned

5. CRM is important, but has too strong an internal focus

6. Technology is also important, but CRM is a little too much about Tools

7. Second - What is the Social Web? (nope, not Spiderman’s bachelor party)

8. Social Web It is partly about Social Networks, Facebook, Twitter, Linkedin, Ning, Hi5 It is a little bit about Web 2.0? YouTube, Flickr, FourSquare, WordPress It needs to include Social Media? How the people above communicate But a key element includes the Social Customer? The hyper-connected, vocal, collaborative, mobile “I trust my peers more than advertising” consumer?

9. Customers and Prospect ‘ hang out’ at various locations .

10. Establishing trust is job #1 for the entire organization (psst, this needs to happen before they buy from you)

11. Trust me? Uhh ?!? @Lucy not nice #fail #scrm #football

12. Image by: Textualcreations.ca You need to invite your customer into your ecosystem Customer Partners Suppliers Company

13. The challenge is that it requires a change in Focus

14. Old Organization + New Technology = Old Expensive Organization

15. Business Challenges Pace of Change – Senior Management Pace of Change – Organizational readiness Chicken and Egg Cultural Change of the Organization Keeping up with Customer Expectations

16. Technology Challenges Pace of Change – Information Technology Location– Cloud, SaaS, On-Premise What are the customers doing? Data Silos (Departments, 3 rd Parties) Coordination

17. How do we Proceed?

18. Some vendors call it Sales 2.0 Some consultants call it CRM 2.0 Many people call it Social CRM No matter what you call it, it requires change Change in Culture, Change in Process, Change in Technology

20. CRM

23. Action / Reaction / Management (ARM) Process

24. Action / Reaction / Management (ARM) Process Listen Active, Passive, Search, Monitor Catalog Note, Save, Store, Archive Identify Customer, Prospect, Influencer, Type Transaction, Interaction

25. Action / Reaction / Management (ARM) Process Traditional In Person, Phone, Mail Electronic Fax, Email, Forum Social Web Text, Tweet, Blog Community Amazon, Facebook, Private

26. Action / Reaction / Management (ARM) Process Perceived Emotion Real, Staged Expectations Immediacy, Urgency Degree of Sociability (Discussed later) Scale 1 on 1 or Many to Many

27. Action / Reaction / Management (ARM) Process Demographics Name, Location, Family Interaction History Campaigns, Support Cases Transaction History Purchases, Proposals Sociographics The Social Web

28. Action / Reaction / Management (ARM) Process Extension of CRM Same logic applies Dynamic Channels change Flexible Human element Complex Yeah…. Business Rules

29. Action / Reaction / Management (ARM) Process External Customer, Community Internal Department, Product, KB Always? Internal=yes, External=no Action – External/Internal

30. Degrees of Social Interactions Transactional / Monologue Request / Call Passive / Venting One-Sided Dialogue Information Seeker / Social Pressure Active / Engaged Community Driven Specific Intent / Cross Channel Increasing Sociobility

31. The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light

33. Collaborators

34. Thanks! Mitch Lieberman

35. What is Social CRM? “ Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company's response to the customer’s ownership of the conversation ." ~ Paul Greenberg, Author of CRM at the Speed of Light