2010 | defining social crm

Defining Social CRMPeter KimManaging Director, North America

May 2010

® 2010 Dachis Group. Confidential and Proprietary

Dachis Group | Social CRM

How does CRM become social?

Customer service representatives

Process-centric

Contact management

Well-defined

Periodic customer connections

Simple transactions

All employees engage

Conversation-centric

Community management

Dynamic and evolving

Sustained engagement

Complex relationships

Roles

Function

Approach

Channels

Value

Model

From To

® 2010 Dachis Group. Confidential and Proprietary

Dachis Group | Social CRM

Visualizing the Social CRM ecosystem

CustomerssCRM

Employees

Collectiveintelligence

• Open participation channels• Community-driven• Joint accumulated value• Scalable relationships• Improved and emergent outcomes

Participation andoversight

Community generatedactivity

Self-service

Structured and unstructured data

® 2010 Dachis Group. Confidential and Proprietary

Dachis Group | Social CRM

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