This document discusses social CRM and how organizations can respond to customer feedback on social media. It describes how early CRM systems were technology-centric but social media now allows customers to control the conversation. It outlines different approaches companies can take to social CRM, from ignoring customer comments to actively engaging. The key is taking a customer-centric approach by building a vision around customers, recognizing social media influences the entire customer experience, prioritizing tools for customers and staff, and adapting quickly to change.

1. Star Wars & Social CRM Laurence Buchanan @buchanla

2. First Generation CRM – Technology centric, monolithic

3. Command and Control

4. Marketing, Sales & Service forced to comply and enforce

5. The CRM wilderness years

6. Agile, focussed fight-back (some early successes)

7. The Awakening – use the Force

8. “An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"

9. In the world of Social CRM “The Force” is the sum of all customer comments, feedback, blogs, tweets, yelps, diggs and sentiment

10. “The company's response to the customer's control of the conversation.“ Paul Greenberg “Time to Put a Stake in the Ground on Social CRM”, July 6th, 2009

11. The Force can be used for both good and evil!

12. The light side of the force (from the organisation’s perspective)

17. The dark side of the force

22. So how do you respond?

23. The ostrich approach

24. The megaphone approach

25. The chameleon approach

26. The dancing dad approach

27. The command and control approach

28. The hare and tortoise approach

29. Hand over control?

30. Whichever approach you choose… start with the customer

31. Build a customer-centric vision & strategy

32. Recognise that from the customers perspective social media sits across the entire customer experience

33. Prioritise rigorously and provide customers (and customer facing staff) with the tools they need to create value

34. Measure, be agile and embrace constant change

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36. For more information: E-mail: Laurence.buchanan@capgemini.com Twitter: @Buchanla Blog: thecustomerevolution.com Images: istockphoto.com