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Interactive Digital Marketing (IDM)
                                                                                   SVMTPL New Delhi
                                                                               White Paper Version 1.0
                                                                               Contacts: Saikat Ghosh
                                                            saikat@teleshoppe.com / +91.98103 03105




Social CRM:

Nurturing Your Past Customers Into
Brand Evangelists




SV Mobile Teleshoppe Private Limited
RT-401, Third floor, Rajendra Mahaveera Tower
Opp. Aurobindo College, Malviya Nagar, New Delhi 110017
+91 . 11 . 26692261 / 62 / 63 / 64 | www.teleshoppe.com | SMS “MT” to 53456
Interactive Digital Marketing (IDM)
                                                                                                  SVMTPL New Delhi
                                                                                              White Paper Version 1.0
                                                                                              Contacts: Saikat Ghosh
                                                                           saikat@teleshoppe.com / +91.98103 03105




Much has been written about social media and its rising importance in engaging customers. A
consumer‟s engagement with a brand can be measured along a continuum – from no awareness,
through to early engagement and maybe, if you‟re lucky (and clever), onto advocacy.


We know that consumers are much more trusting of friends and colleagues than they are of TV
advertising or corporate communications. We also know consumers talk to each other like never
before through a multitude of social channels.


Social „media‟ contains „conversations‟. Like any conversation, in a cafe or bar for instance, the
content varies. Some conversations are serious and some fun, some are short and some long, some
happy and some angry and intense. Thoughts, opinions, ideas, jokes, confidences, experiences,
photos and videos are shared by individuals to small networks and can be rapidly amplified into
larger networks of people, within a location, nationally or globally.
Interactive Digital Marketing (IDM)
                                                                                                   SVMTPL New Delhi
                                                                                               White Paper Version 1.0
                                                                                               Contacts: Saikat Ghosh
                                                                            saikat@teleshoppe.com / +91.98103 03105



As social media is all about customers, here’s our definition put in customer
terms. SCRM is how we…


■      Listen to what you and others have to say about our brands and service


■      Help you engage with us, whenever you need to, wherever you are, in ways that are
       convenient to you – Toll Free? E-Mail? Web enquiry form? SMS? Phone us ? Sure !!!


■      Provide you with the personal experience you need to keep you engaged – informed,
       interested and maybe even entertained!


■      Transact with each other, or through third parties, in ways that are mutually valuable


■      Get to know each other over time so that we can tailor what we do (and how we do it)
       with you in mind.




Consumers‟ „experiences‟ are part of this conversation and brand and service experiences are
discussed openly and frankly whether organisations are involved in the conversation or not. As
consumers become more powerful, opinions can be amplified very quickly and brand performance
will be impacted.


Clearly monitoring the buzz and intervening, when appropriate, has advantages to brand
managers. This monitoring can lead to a better understanding of consumer behaviour and feelings –
the mood in the market. It can lead to changes in strategy, services, products, promotions, pricing
channels and so on.


If the brand engages the consumer, the consumer may do nothing, buy the product directly or
interact in some way. The interaction may be via a comment on Facebook which may not require a
response or it may lead to a 1:1 exchange with the organisation, through whatever channels are
right for the exchange. Traditional advertising combined with social media content and other
response vehicles (e.g. on pack) will generate interactions which can be managed through a
combination of SM (social media) and, for some consumers at some times, communications through
more traditional CRM channels. Early pioneers have called this combination of Social Media and
CRM, Social CRM or SCRM. Social CRM is a way of engaging customers as a part of the overall
marketing mix
Interactive Digital Marketing (IDM)
                                                                                                 SVMTPL New Delhi
                                                                                             White Paper Version 1.0
                                                                                             Contacts: Saikat Ghosh
                                                                          saikat@teleshoppe.com / +91.98103 03105


About Teleshoppe:


Teleshoppe runs Contact Centres for India's best companies. A Contact Centre (CC) increases sales
by 35%-50% by efficiently responding to ALL your customer queries on:
1. Toll free numbers
2. SMS Short code
3. Email – inbound mails
4. Your website – enquiry form
5. Broker‟s mobile numbers
6. Events and exhibitions: walk-in visitors
7. Project specific enquiries
All infrastructure, CMS software, communication, database and telecalling team is provided by us.
Your customer gets a reply within 24 hours GUARANTEED and your sales get completed. In NCR
Delhi, this model has worked successfully at Jaypee Greens, NOIDA and Emaar MGF, Gurgaon.


Our partial client list:
Baksons                    VLCC Healthcare         Asia Cryo-Cell            Career Launcher
Western Union              Women‟s Era             LifeCell India            PeopleHealth.in
DHL India Limited          Competition Success     Jaypee Group              Amrapali Developers
P T Education              Agrawal Packers         Bethel Church             Mangal Keshav
AHA                        FairDeal Packers        Delhi Public School       Bharti Cellular
Xerox India                Goel Packers            Central Cargo             Vodafone Essar
Pentair Water              Hero MindMine           Anupam Sinks              Gr8savers India
Telebrands                 Clinic Dermatech        M-Tech Developers         Brand One Global
HelpAge India              Ricoh India Limited     IndiaRace.com             The Mobile Store

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The Art of Social CRM - Nurturing Your Past Customers into Brand Evangelists

  • 1. Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105 Social CRM: Nurturing Your Past Customers Into Brand Evangelists SV Mobile Teleshoppe Private Limited RT-401, Third floor, Rajendra Mahaveera Tower Opp. Aurobindo College, Malviya Nagar, New Delhi 110017 +91 . 11 . 26692261 / 62 / 63 / 64 | www.teleshoppe.com | SMS “MT” to 53456
  • 2. Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105 Much has been written about social media and its rising importance in engaging customers. A consumer‟s engagement with a brand can be measured along a continuum – from no awareness, through to early engagement and maybe, if you‟re lucky (and clever), onto advocacy. We know that consumers are much more trusting of friends and colleagues than they are of TV advertising or corporate communications. We also know consumers talk to each other like never before through a multitude of social channels. Social „media‟ contains „conversations‟. Like any conversation, in a cafe or bar for instance, the content varies. Some conversations are serious and some fun, some are short and some long, some happy and some angry and intense. Thoughts, opinions, ideas, jokes, confidences, experiences, photos and videos are shared by individuals to small networks and can be rapidly amplified into larger networks of people, within a location, nationally or globally.
  • 3. Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105 As social media is all about customers, here’s our definition put in customer terms. SCRM is how we… ■ Listen to what you and others have to say about our brands and service ■ Help you engage with us, whenever you need to, wherever you are, in ways that are convenient to you – Toll Free? E-Mail? Web enquiry form? SMS? Phone us ? Sure !!! ■ Provide you with the personal experience you need to keep you engaged – informed, interested and maybe even entertained! ■ Transact with each other, or through third parties, in ways that are mutually valuable ■ Get to know each other over time so that we can tailor what we do (and how we do it) with you in mind. Consumers‟ „experiences‟ are part of this conversation and brand and service experiences are discussed openly and frankly whether organisations are involved in the conversation or not. As consumers become more powerful, opinions can be amplified very quickly and brand performance will be impacted. Clearly monitoring the buzz and intervening, when appropriate, has advantages to brand managers. This monitoring can lead to a better understanding of consumer behaviour and feelings – the mood in the market. It can lead to changes in strategy, services, products, promotions, pricing channels and so on. If the brand engages the consumer, the consumer may do nothing, buy the product directly or interact in some way. The interaction may be via a comment on Facebook which may not require a response or it may lead to a 1:1 exchange with the organisation, through whatever channels are right for the exchange. Traditional advertising combined with social media content and other response vehicles (e.g. on pack) will generate interactions which can be managed through a combination of SM (social media) and, for some consumers at some times, communications through more traditional CRM channels. Early pioneers have called this combination of Social Media and CRM, Social CRM or SCRM. Social CRM is a way of engaging customers as a part of the overall marketing mix
  • 4. Interactive Digital Marketing (IDM) SVMTPL New Delhi White Paper Version 1.0 Contacts: Saikat Ghosh saikat@teleshoppe.com / +91.98103 03105 About Teleshoppe: Teleshoppe runs Contact Centres for India's best companies. A Contact Centre (CC) increases sales by 35%-50% by efficiently responding to ALL your customer queries on: 1. Toll free numbers 2. SMS Short code 3. Email – inbound mails 4. Your website – enquiry form 5. Broker‟s mobile numbers 6. Events and exhibitions: walk-in visitors 7. Project specific enquiries All infrastructure, CMS software, communication, database and telecalling team is provided by us. Your customer gets a reply within 24 hours GUARANTEED and your sales get completed. In NCR Delhi, this model has worked successfully at Jaypee Greens, NOIDA and Emaar MGF, Gurgaon. Our partial client list: Baksons VLCC Healthcare Asia Cryo-Cell Career Launcher Western Union Women‟s Era LifeCell India PeopleHealth.in DHL India Limited Competition Success Jaypee Group Amrapali Developers P T Education Agrawal Packers Bethel Church Mangal Keshav AHA FairDeal Packers Delhi Public School Bharti Cellular Xerox India Goel Packers Central Cargo Vodafone Essar Pentair Water Hero MindMine Anupam Sinks Gr8savers India Telebrands Clinic Dermatech M-Tech Developers Brand One Global HelpAge India Ricoh India Limited IndiaRace.com The Mobile Store