The document calls for a review of current CRM strategies, processes, and mindsets throughout companies to address changes brought about by the rise of Web 2.0 technologies and their impact on consumer behavior and relationships. Web 2.0 has enabled collaboration, community creation, conversation and creativity, prompting a more complex view of customers and relationships beyond individual interactions. This requires a new CRM approach focused on conversational and community-based engagement.

1. A call for reviewing
current CRM Strategy,
!
Processes and Mindset
? throughout companies
Presented By:
Kathan Bhatt (3922291)
Bhavin Chauhan (3922349)

2.  Over a last decade the Internet has contributed a lot in changing
our life – both from a business as well as social perspective.
Currently the industry expert’s calls Web 2.0 as an extreme set of
innovative tools that is far beyond internet surfing and website
publishing.
 Web 2.0 has enabled us to interact with everyone quickly and
easily with little or no cost. With over billions of people accessing
internet on daily basis it has become a new world of interaction
influencing major change in Social behaviour.

3. It all started with the web 2.0 revolution and its 4C’s
Web 2.0 is enabling:
 Collaboration
 Community creation
 Conversation
 Creativity
Image source:
http://web2.socialcomputingmagazine.com/all_we_got_was_web_10_when_tim_bernerslee_actually_gave_us_w.htm

4. Web 2.0 stimulated
fundamental changes in
consumer behavior
Interactions between
customer and brands starting
earlier and never ending
New behavior patterns
demand a new strategy,
better segmentation, new
channels and targeted
messages and review of
current customer facing
business processes
Source: Fabio Cipriani (2008)

5. Web 2.0 provoked an
expansion of the R in
the CRM acronym
 Company Social
Networking:
Company / Customer
Company / Partner
Company / Competitor
Company / Company
 Customer Social
Networking:
Customer / Partner
Customer / Competitor
Customer / Customer
Partner / Competitor
Source: Fabio Cipriani (2008)

6. • Microblogs
CRM 1.0 CRM 2.0 • Blogs
• Price comparison website
• RSS • Podcast
• Phone • Phone
• Wikis
• Fax • Fax
• Social Networks
• Email • Email
• Service • Service
• Widgets
• Letters
+
• Letters • Video sharing
• Personal contact • Personal contact
• Company’s website • Photo sharing
• Company’s website
• SMS • SMS
• Instant Messenger • Forums • Auction website
• Instant Messenger
• Chat • Chat
• Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking
• Single view of the customer based on the interactions • Single view of the customer is far more complex to
history, customer profile data residing in the achieve. Besides internal information, the company must
company’s base and data integration with internal rely on external information such as customer profiles in
systems social networks and his behavior when participating in a
• Company owns the data but it is limited to previous community.
interactions
• Customer and other web 2.0 sites own part of the
Source: Fabio Cipriani (2008) precious data

7. CRM 1.0 CRM 2.0
Customer Customer
Customer
Customer
Customer Customer
Customer Customer
Customer Customer
Competitor Supplier / Partner
Competitor Supplier / Partner
Customer Customer
Customer Customer
Your company
Your company
Customer Customer
Customer Customer Customer Customer
• Focus on individual relationship (company to • Focus on collaborative relationship (engaging a more
customer, company to partner, etc.) complex relationship network)
• Limited view of the customer and his community • Multiple connections allow better understanding of the
preferences, habits, etc.
customer and his community
• Targeted messages generate value
• Conversation generates value
Source: Fabio Cipriani (2008)

8. Targeting Establishing
CRM 1.0 need CRM 2.0
impression
Expansion
Acquisition
Decision
Sharing
s
Targeting
Expansion
Acquisition
Retention Experience
Retention
Customer Support processes
Marketing Sales Value
Service
Operation processes
• Company processes developed from the customer
 Customer processes developed from the company standpoint (company life cycle for the customer)
standpoint (customer life cycle for the company)
• Conversation centric – include the conversation factor to
 Process centric – adapt and optimize processes to
support better customer interaction establish brand community, enable idea capturing and
 Focused on CRM processes better segmentation
• Focused on the evolution of CRM processes and
Source: Fabio Cipriani (2008) resulting impacts in the value chain

9.  A company’s online identity or e-image is far beyond
what is has in the content of its website. Every
organization holding an online identity is not only
about their website, but it is about their online
reputation.
 It is all about: what are the public opinions for their
business and how many people recommends it? Such
questions are very sensitive and are necessary to be
considered by every business organization to improve
its online reputation.

11.  Social Media plays an important role for improving
your online reputation and also for improving Page
Rank. Social Media is the only medium to up-lift the
user traffic to your website by posting interesting
offers, news, events etc. Whereas the presence of your
do-follow links on online forums and popular blogs
also helps improving your overall Page Rank.
 If your business page appears on the first page of SERP
along with other relevant pages that describes about
your business, then it means that you really hold a good
online reputation.

12.  Social Media efforts on Affordable SEO Services site
and facebook activities on Lets Nurture page are the
only reasons behind the success they have earned so
far. The facebook insights analysed on their business
page shows in average 500 visits per week.
 Apart from that, we are successful in increasing their
Twitter followers from 900 to 1600+ within two months
of period utilizing the tools and techniques that are
provided by social networking sites.

13.  Let us explore the company’s insights on
facebook page and the importance of sharing
company culture.
 https://www.facebook.com/LetsNurture

14. Source: www.letsnurture.com

15. Source: www.letsnurture.com

16.  Let us have a look on a short video published
by facebook on world wide web. It clearly
shows how can we help our business growth
using Social Media.

18. Do you do Models and Frameworks
Social
Social Media is
Networking? Sexy
I love
Social
Networkin
g

19.  “Those who insert themselves into as many channels as possible
look set to capture the most value. They’ll be the richest, the most
successful, the most connected, capable and influential among us.
We’re all publishers now, and the more we publish, the more
valuable connections we’ll make.” -Pete Cashmore, Founder of
Mashable
Source:
http://theadventurous500.com/good-business/social-media/social-media-quotes-socialnetwork-quotes