This is the new order of CRM. The value of a customer goes beyond the transaction. Social layered into transactional information gives brands a holistic view of the customer and greater context in their propensities as customers and potential advocates.
2. Agenda
Ā·
Ā·
Ā·
Ā·
Ā·
The Evolution of CRM to sCRM
sCRM changes things for an organization
A truly customer centric organizations requires
change
Big Data Solutions
Collaboration/Communication Enablers
Confidential ArCompany
3. Todayās Truisms:
Ā·
Ā·
Ā·
Ā·
Ā·
Content is everywhere; itās accessible; itās free. People are
more informed than ever before.
Weāre moving from an era of mass communications to being a
mass of communicators, with more people trusting the
communicators.
This wealth of content and conversations has enabled datadriven solutions to filter out the noise and provide
companies actionable insights.
It is eliminating the guesswork for all of us.
It has the ability to allow business to make smarter
decisions.
Confidential ArCompany
6. ā
Social CRM is 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's the company's
response to the customer's ownership of the
conversation.
ā
Paul Greenberg, Social CRM Author
Confidential ArCompany
7. Social data gives brands the
opportunity to move from
segments to individuals
Confidential ArCompany
8. Social data gives brands the
opportunity to move from
demographics to actual consumer
insights in real time.
Confidential ArCompany
9. Social media intelligence is defining the way business is
structured, as a dynamic, customer centric and responsive
culture.
Look and
Listen
Establish
a Social
Footprint
Basic consumer expectations
Engage
Increase
Your
Social
Currency
Build Your
Community
Differentiating Experiences
Confidential ArCompany
Social
Enterprise
Operational
Sustainability
10. Social Media Maturity
Look and
Listen
Establish
a Social
Footprint
Engage
Increase
Your
Social
Currency
Build Your
Community
Social
Enterprise
Monitor
conversation
Social platforms:
FB, LI, Twitter,
Foursquare
Define voice
and tone
Start
conversations
Reach out to
brand advocates
Address issues driving
complaints
Regular
reporting
Media sites:
Youtube, Flickr,
Instagram,
Pinterest
Engage
existing
networks
Custom response
Empower
external
advocates
Social commerce
Social media
education
Blogs and
podcasts, forums
and boards
Participate in
existing
conversations
Non-social
content goes
social
Empower internal
advocates
Develop internal data
workflow processes
Monitor growth
of emerging
technology
Supported by SEO
Respond to
wall,
comments
Geo-targeting
social, mobile
Allow for
community
defense
Adapt products, services
and policies
Clear ownership
and governance
Active growth of
social asset base
Quality vs.
quantity
follower
refinement
Appropriate
staffing
(governance)
Location-based
community
building
Collaboration systems
among all stakeholders
Designate
community
manager
Design for
social
longevity
Social and web
integration
Identify social
influence
Social CRM
Social
marketing tools
Advanced social
analytics
Content
management and
curation
Social Media ROI
Social media
monitoring tools
Confidential ArCompany
Source: Social Wisdom, Laurie Dillon Schalk
12. Social CRM refined
Inquiries
Purchases
Returns
Invoices
Complaints
Phone Calls
Emails
Transactions
Where does s/he go?
What does s/he do?
What does s/he like?
What TV program(s) does s/he watch?
What are the favourite movie genres?
What does s/he hate?
Who does s/he speak to?
What does s/he talk about?
What does s/he share?
What are his/her hobbies?
What events does s/he attend?
What else does s/he buy?
What does s/he search for?
Plus:
How often does s/he check-in at XYZ?
What does s/he say about the products?
What does s/he say about the company?
What does s/he say about the prices?
Does s/he go to the competition? When?
How often?
What does s/he say about the
competition?
Confidential ArCompany
13. The shorter the time between the customerās āstated needā and the
ensuing relevant response increases the probability of response.
Confidential ArCompany
14. Tap into the data generated at each touch point along the customer
decision journey
70%
65%
listen to other
experiences
learn about
brand
products/ser
vices
50%
express
complaints/co
ncerns about
brands
53%
compliment
brands
Confidential ArCompany
16. Social CRM can complement existing internal operations by enriching
them with client-facing external activities
Social CRM (External)
Enterprise 2.0 (Internal)
Client Facing Operations
Internal Operations
Confidential ArCompany
17. How to continuously leverage social customer insights to develop a
Social CRM Strategy
Monitor
Map
Manage
Middlewar
e
Measur
e
What is being
said?
Who is saying
it?
Where should it
go?
How do I get it
there?
Is it working?
Listening
capabilities in
social media.
Linking social
profiles to
company
records.
Mgt systems to
provide insights
to the right
teams at the
right times.
Data
seamlessly
flows from
external to
internal
Tracking the
effectiveness of
CRM goals.
Resource: Altimeter: New rules for relationship mgt.
Confidential ArCompany
20. āTechnology can help us listen to everything thatās
being said about ourselves, our company, our
brandā¦ā¦.
But finding that one key, that game-changing
insight in a sea of chatter and then actually doing
something about it is another story.
ā
David Armano
Confidential ArCompany
22. I can only afford
to buy a lowend Toyota!
My car
died
again!!
Sometimes I
wish I could
just trade in this
dud for
something that
works!
Confidential ArCompany
ā¦understand
intent
23. My car
died
again!!
I can only afford
to buy a lowend Toyota!
ā¦match user
intent to the
business intent
Confidential ArCompany
24. At your
service!
My car
died
again!!
Service Intent
I think
we can
help!
I can only afford
to buy a lowend Toyota!
Purchase intent
ā¦structure relevant responses
based on customer need
ā¦.allow business to personalize or
automate responses in real time
Confidential ArCompany
25. this changes the game for business
ā¢ ā¦puts the business directly in contact with a
prospect
ā¢ ā¦provides actionable user insight to optimize
business response
ā¢ ā¦provides the ability to scale social responses
Confidential ArCompany
29. Meet Kevin Patrick Robbins
4,047 Tweets
883 followers on Twitter
74 friends on Facebook
Confidential ArCompany
30. A local guy, Kevin appears to have grown up in Toronto. He
talks about Toronto a lot. He also does
comedy, video/photography and theatre. Heās also clearly a
big dog fan.
Confidential ArCompany
32. To which his friends responded:
Confidential ArCompany
33. To which his friends responded:
Confidential ArCompany
34. Here are Kevinās other social accounts:
https://twitter.com/kprobbins
https://www.facebook.com/kevinpatrickrobbins/posts/10151850798409406
http://instagram.com/kevinpatrickrobbins
https://foursquare.com/kprobbins
http://www.kprobbins.com
Confidential ArCompany
35. Task: Use mobile data to identify people within
proximity of Bank X Queens Quay location
Confidential ArCompany
38. ā¢ What if we overlaid social accounts against those who
visited those users?
ā¢ What if we further identified who were existing
customers?
Confidential ArCompany
43. A truly customer centric organization
requires some changesā¦
Confidential ArCompany
44. IT Integration
Ā· Goal: Create a single
Ā·
Ā·
view of the customer
The value in
socialCRM: having a
holistic view of the
customer beyond
transactions
Transform how
customer data is
Process
collected, analyzed
and shared
Structure
Confidential ArCompany
45. Creating a Social Culture
Ā·
Ā·
Ā·
Ā·
Ā·
Ā·
Walk in the Customerās shoes
Build relationships based on
trust
Build advocacy
Build efficiency
Maximize customer
experience at all touch points
Build accountability at the
Process
edge
Confidential ArCompany
46. Demands of Data
Ā· Data validity?
Ā· Who has access?
Ā· How much data is too
Ā·
Ā·
Ā·
much?
Data Vulnerability
Who owns the data?
Regulatory and Privacy
impacts
Process
Confidential ArCompany
47. Compliance
Ā·
Ā·
Ā·
Ā·
Ā·
What can you say in social?
How do you deal with
complaints on forums?
How do you adapt āproper
disclosureā on social networks?
Who has the authority to
engage on social networks?
Are there policies and practices
in place?
Confidential ArCompany
48. Priorities in operationalizing āsocialā:
Ā·
Ā·
Ā·
Ā·
Ā·
Enable social marketing to the branch/field
levels
Reduce silos in social channels and integrate
into customer decision journey
Deliver deeper engagement and value
Move from push marketing in social channels to
embedding social at all touch points
Creating a single view of the customer
Confidential ArCompany
49. Centre of Excellence
Ā·
Ā·
Enterprise
Where oversight and
control emerge in
social media
Cascading
content, communicatio
ns and tactics from HQ
to Fieldā¦ and back
Line of
Business/
Region
Branch
/Field
Confidential ArCompany
50. Start State
Ā· Silos
Ā· No alignment
Ā· Inconsistent
Ā·
Ā·
Ā·
Ā·
Enterprise
messaging
Duplication
Communication gaps
Minimal crossfunctional learning
No coordination
Confidential ArCompany
Line of
Business/
Region
51. Preferred End State
Enterprise
Ā· Earned media
Ā· Lead generation
Ā· Increased efficiency
Ā· Actionable insight
Ā· Coordinated efforts
Ā· Familiar and capable
Ā· Improved communication
Ā·
flow
Strengthened customer
retention
Line of
Business/
Region
Confidential ArCompany
They talk about their needs, intent to buy, their frustrations,inquiries, they rate and review, they provide their own information and experiences
What makes US Unique:We have a proprietary semantic technology (patent pending) that is capable of understanding intent of sentences/texts within natural language(s).
Given whatās truly a complex algorithm that processes the data in the back-end, we have also been able to present this to the user in a VERY simple and user friendly experienceWe capture conversations based on interestYou simply log in and can browse through the interests --- right then and there you have the option of replyingExample, People looking for computersI need a new computer for school but windows 8 sucks.What a compelling proposition for Dell or HP --- if they had at their fingertips --- everyone INTERESTED in purchasing computers right now.
As the Official Bank of the NHL, NHLPA, NHL Alumni and the CWHL, Scotiabank is very proud to be Canadaās Hockey Bank. Scotiabank has a long tradition of supporting hockey in Canada from local teams and minor hockey associations to professional players and leagues. Through its partnerships, Scotiabankās hockey programs enrich the communities where Canadians live and work by engaging fans and players in new ways to celebrate our game. Scotiabank supports the passion and pride Canadians feel for hockey and believes it is fundamental to helping young people learn about teamwork, camaraderie and the spirit of competition.