1. The Future of Social CRM and
How to Get There Today

2. A Glimpse Into the Evolution of CRM
THEN… NOW…
• Assigned Departments • Everyone
• Company-Defined • Customer-Defined
Process Process
• Defined Channels • Customer-Driven
Dynamic Channels
• Business Hours • Customer Hours
• Transaction • Interaction
• Inside Out • Outside In
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3. CRM Breakdown
Conversation Technology
SOCIAL
CRM
Metrics/Reports Processes
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4. Database Customer Search
Baochi Nguyen
5554329
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5. Customer Profile
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6. Customer Profile
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7. Why Social CRM?
We all want to make our revenue numbers.
To do so, we must acknowledge the
acquisition and retention power of the post-
sales SOCIAL experience.
Keep your current customers
happy, and show potential
customers how well you do
business.
The Proof Is In The Stats…
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8. Interesting Statistics
81 Billion Internet minutes spent on social
network/blogs…#1 online activity.
– Nielsen, 2011
40% of Twitter users regularly search for
products or services via Twitter.
- Ink Foundry, 2011
74% of consumers rely on social networks to
guide purchase decisions.
– ODM Group, 2011
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9. 62% of consumers have used social media for customer service issues.
– ZenDesk, 2011
81% of consumers using social media say it's important for businesses to
respond to questions and complaints.
– comScore and TMP Directional Marketing, 2010
65% of users recommendations led to a purchase, and recommendations
by social media users were twice as likely to lead to holiday gift purchases.
– Mr. Youth, 2011
60% of the businesses who have increased revenues in the past six
months stated that going the extra mile in customer service was more
important than ever.
– Sage UK, 2012
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10. And Yet Most
Brands Are Failing
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11. Interesting Statistics
56% of top 50 brands did not respond to a single
customer comment on their Facebook page in 2011.
- A.T. Kearney, 2011
71% of customer complaints on Twitter are ignored.
- Maritz Research 2011
Of those who were contacted, 83% „Loved‟
or „Liked‟ being contacted.
- Maritz Research 2011
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12. The Solution
“I genuinely believe that any business can create a competitive
advantage through giving outstanding customer care.”
Gary Vaynerchuk,
Author and Social Media Expert
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13. #1: Deliver Excellent Social Care
5 best practices for delivering excellent social care:
1. Prioritize Channels 2. Establish Teams 3. Specify Process 4. Add Social Profiles 5. Train the Call
& Expectations to Existing Center on Social
Customer Database Media
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14. 10 Tips for Social Customer Care
Assess the situation, get the Provide helpful links
specifics
Sometimes, the best response
Apologize, offer help, ask is no response
questions
Don‟t trash the competition
Be respectful, friendly and
appreciative When in doubt, ask for
guidance
Know when to switch to private
communications Twitter, Facebook, LinkedIn,
etc., are public forums;
Solicit and flag tweets for everyone is listening
relevant internal teams
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15. Monitoring, Metrics & ROI
MONITORING: METRICS: ROI:
• Common issues • Customer cases per • Prevention: Error + Slow
social channel Response Time = PR Disaster
• Product/service feedback
• Response time • Customer service saves and upsells
• Competitor conversations
• Most common issues • Social customer service = reduction
in call center contacts
“We are in an era of new media yet we‟re still
trying to measure with old metrics.”
Frank Eliason | SVP Social Media at Citi
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16. Monitoring Hootesuit Dashboard
Assign Tweets to
Specific Team
Members
Archive Track
Customer Cases Competitors
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17. Company Wide Reports
OPERATIONS: PRODUCT:
• Volume of social customer care • Feedback on products,
services, features
• Top issues
• Common complaints, bugs,
• Correlation with the call center data
wish lists, ideas
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18. Example Metrics & Reports
CUSTOMER CASES BY CHANNEL SOCIAL CUSTOMER CASES BY TYPE
Phone: 35%
Social: 10% Refund 10%
Forums: 15%
Connectivity 10%
Email: 20
Chat: 10% Product A: Troubleshooting 20%
Web: 10%
Product B: Troubleshooting 30%
Account Issues
SOCIAL CARE CASES IN APRIL = 200
CASES
April 2012 200
35% = After Hours 12-Month Average 141
65% = Business Hours Variance +59
Change 42%
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19. Company Wide Reports
Sales and Marketing:
• Top 15% of customer base
• Top 15% of customer prospects
• Major competitors
Kudos, compliments, brand buzz
Social performance numbers
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20. Questions
Baochi Nguyen
@baoch
RingCentral
@ringcentral
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