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Deloitte Social Crm IMME Congres V2

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Deloitte Social Crm IMME Congres V2

  1. 1. Social CRM – Presentation IMME Theo Slaats – Partner CRM Deloitte © 2010 Deloitte Consulting BV – All rights reserved
  2. 2. Contents Social CRM Social vs. traditional CRM Cases Key Take-Aways Contact information 2 © 2010 Deloitte Consulting BV – All rights reserved
  3. 3. Social CRM
  4. 4. Power of Social Media 4 © 2010 Deloitte Consulting BV – All rights reserved
  5. 5. Impact of Social Media Domino’s Pizza gained a lot of media attention when a couple of employees posted a video of them making pizza 5 © 2010 Deloitte Consulting BV – All rights reserved
  6. 6. Impact of Social Media 6 © 2010 Deloitte Consulting BV – All rights reserved
  7. 7. What is the social customer doing? Uses new online channels and new communication tools Trusts in Seeks support advices made to connect by online with like- friends, minded peers acquaintances and strangers The new Reads and creates Social product Customer Tends to buy reviews, more online product than offline rankings and blog posts Wants to Expects better provide customer feedback experience about the online and product and offline customer service 7 © 2010 Deloitte Consulting BV – All rights reserved
  8. 8. Web 2.0 provoked an expansion of the R in the CRM Company / Company Customer / Partner Company / Competitor Customer / Competitor Company / Partner Customer / Customer Company / Customer Partner / Competitor 8 © 2010 Deloitte Consulting BV – All rights reserved
  9. 9. Social vs. Traditional CRM
  10. 10. Lets take a look at the fundamental changes that Social CRM is introducing to the current, traditional CRM in terms of… Landscape Channels Processes • Auction website Customer Customer • Video sharing Establishing need Customer • Phone • Microblogs • Fax • Podcast • Email • Price comparison website impressions Customer Customer • Service • Wikis Decision Sharing • Letters • Personal contact • Social Networks + Customer Customer • Company’s website • Blogs • SMS • Widgets Competitor Supplier / Partner • Instant Messenger • Photo sharing Targeting • Chat • Forums Expansion Acquisition Experience Customer Customer • Media • Slides sharing • Reviews and ratings in retail sites Retention • Social Bookmarking • Wish lists Your company • RSS Support processes Customer Customer Value Customer Customer Operation processes Mindset Technology Monitoring / Interconnecting tools ! Customer Conversation / Collaboration tools Data mining Owned Data RSS Forums Process Support ! Blogs Account Management Contact Management Activity Management Lead / Opp Management Widgets Campaign Management ! Sales Management Service Management… Interaction Tags Ranking Conversation APIs Contribution Open Id Wikis Podcast Social Networks Cloud Computing Employees Customers Brand monitoring services 10 © 2010 Deloitte Consulting BV – All rights reserved
  11. 11. Evolution of the CRM landscape increases complexity Traditional CRM Social CRM 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 11 © 2010 Deloitte Consulting BV – All rights reserved
  12. 12. Evolution of Customer Touch Points demands new channel strategy Traditional CRM Social CRM • Auction website • Video sharing • Phone • Phone • Microblogs • Fax • Fax • Podcast • Email • Email • Price comparison website • Service • Service • Wikis • Letters • Letters • Social Networks • Personal contact • Company’s website • Personal contact • Company’s website + • Blogs • Widgets • Photo sharing • SMS • SMS • Forums • Instant Messenger • Instant Messenger • Slides sharing • Chat • Chat • Reviews and ratings in retail sites • Media • Media • Social Bookmarking • Wish lists • RSS 12 © 2010 Deloitte Consulting BV – All rights reserved
  13. 13. Evolution of Business Processes changes current process model Traditional CRM Social CRM Targeting Establishing need impressions Expansion Acquisition Sharing Decision Targeting Expansion Acquisition Retention Experience Retention Customer Support processes Marketing Sales Value Service Operation processes 13 © 2010 Deloitte Consulting BV – All rights reserved
  14. 14. Evolution of Organizational Mindset requires strong culture change Traditional CRM Social CRM ! ! ! ! Interaction Conversation Transaction Contribution Feedback Employee Customer Employees Customers 14 © 2010 Deloitte Consulting BV – All rights reserved
  15. 15. Evolution of Technology includes social layers Traditional CRM Social CRM Monitoring / Interconnecting layer Conversation / Customer Collaboration layer Owned Data RSS Data Process Support Process Support Forums mining Layer Layer Account Management Account Management Blogs Widgets Contact Management Contact Management Activity Management Activity Management APIs Lead Management Tags Lead Management Campaign Management Campaign Management Ranking Service Management Service Management Open Id Wikis Sales Management Sales Management Microblogs Social SaaS Networks Podcast / Video sharing Cloud Computing Brand monitoring services 15 © 2010 Deloitte Consulting BV – All rights reserved
  16. 16. Cases
  17. 17. Consumers, as well as companies themselves, have started to adopt social media Inside-to-inside Inside-to-outside Outside-to-outside communities communities communities Sharing experiences Forming communities & networks Forming communities & Forming communities & networks Raising awareness & networks promoting the brand Providing “community Sharing knowledge service” or self-help Providing service Collaborating Recommending & Selling influencing opinions Reaching talent Providing information 17 © 2010 Deloitte Consulting BV – All rights reserved
  18. 18. Case example: connecting like-minded peers Inside-to-inside communities to increase collaboration and creativity • Yammer is a Twitter for companies • Based on your email domain (e.g. you can connect with other company employees • The idea behind Yammer is that people in business will always know what other people in the company are working on • As any other Social Platform, Yammer is growing organically and independent of internal company efforts What if I was a Sales Manager preparing a sales pitch? or a Customer Service employee trying to solve a customer problem? 18 or a Customer asking for directions? © 2010 Deloitte Consulting BV – All rights reserved
  19. 19. Case example: Dutch Bank Inside-to-outside communities Type: Online Customer Intelligence (OCI) Case: The OCI tool captures all relevant data from different sources (blogs, forum, communities and news sites) and present this information in a tag cloud. Based on the tag cloud further analysis can be made. CRM: Marketing Business Value: Cost Reduction, Customer Retention, Stronger Product Positioning, Brand value Customer Value: Quick response on customer requirements 19 © 2010 Deloitte Consulting BV – All rights reserved
  20. 20. Case example: Orange – Customer Service Inside-to-outside communities Type: Service Cloud Case: Customer to Customer Support CRM: Service Business Value: Leveraging customer-to-customer support knowledge across internal and external support channels Customer Value: Receiving excellent service wherever they are on the web 20 © 2010 Deloitte Consulting BV – All rights reserved
  21. 21. Case example: Starbucks Outside-to-outside communities Type: Idea gapturing Case: Starbucks gaptured ideas in collaboration with their customers. Starbucks VIP card and getting a free cup of coffee when buying coffee beans are two examples of customer-generated idea currently in use CRM: Marketing (New product development) Business Value: Starbucks captured in one year more than 70.000 ideas submitted through the site. Customer Value: Customer like to have a place to put their creative ideas. 21 © 2010 Deloitte Consulting BV – All rights reserved
  22. 22. Key Take-Aways
  23. 23. Social media presents some risk … • Substitution • Reputation • Intellectual property & confidentiality • Employee behavior • Loss of control • Quality & reliability of information 23 © 2010 Deloitte Consulting BV – All rights reserved
  24. 24. … yet presents many opportunities • Brand protection & reputation management • Customer insights (“Voice of Customer”) Enhance customer 1 • Marketing effectiveness relationships • Customer service & associated support costs • Time to market Increase employee • Speed of access to internal experts 2 productivity & operational • Collaboration (projects, lean, BPR) efficiencies • Communication costs Foster creativity, • Speed of access to knowledge 3 innovation, • Collaboration (internal & external) on innovations & collaboration • Employee satisfaction 24 © 2010 Deloitte Consulting BV – All rights reserved
  25. 25. What you can do 1. Research & monitor activity • Social media is here to 2. Listen & act where appropriate stay 3. Determine focus (most • Some interesting pilot relevant business areas & projects target audience / communities) • Few companies with 4. Start small (“seed & grow”) integrated strategy or concrete business case 5. Measure adoption, then business value 25 © 2010 Deloitte Consulting BV – All rights reserved
  26. 26. What we are doing: providing insights through Deloitte research Why is interactive media (Web 2.0, social Are you succeeding (tangible & networking) so important to the world intangible), & why? Which KPI’s do you today – business, education, social, measure? etc. ? What is the awareness of this form of What are your lessons learned or best media in your company at present? Have practices for other companies struggling you defined a social media strategy? with this topic? Are you able to show business value yet (revenue models, growth prospects, Which of your competitors do you see as profitability, shareholder value creation, an example in this field? etc.)? Which departments / areas are most affected? What about your systems, processes and people? 26 © 2010 Deloitte Consulting BV – All rights reserved
  27. 27. Theo Slaats Deloitte Consulting BV Partner Laan van Kronenburg 2 CRM, Social Media, Cloud Computing 1183 AS Amstelveen The Netherlands Tel: +31 88 2886660 Mobile: +31 6 52672525 Member of Deloitte Touche Tohmatsu Disclaimer: Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms. 27 © 2010 Deloitte Consulting BV – All rights reserved