SOCIAL CRM

India Social Summit 2010 #ISS10

Source: Journal of Service Research 2010 13: 311

“The Impact of New Media on Customer Relationships”

http://jsr.sagepub.com/content/13/3/311

Understanding “Social”

Characteristics

Digital

• No costs (production/distribution)

• No „gatekeepers‟ (publishing)

Pro-active

• Articulation (reviews, fan sites)

• Co-creation („beta‟ testing, reporting flaws, ideating, helping other users)

Networks

• Explicit (Social Networking/Gaming/etc. sites)

• Implicit (Communication/transaction patterns)

Characteristics (Contd.)

Visible

• What (user generated content can be seen by others)

• Where (services can see location of user)

Real-time & Memory

• Consumed at the time of production

• Available indefinitely

Ubiquitous

• Mobiles

• Internet of Things

“Social” @ Enterprises

The Value & Values for Enterprises

Innovation

Learning

Tasks

Social software adoption starts with tasks (problem solving) and moves to social

learning & innovation

– John Hagel III

Scope of participation

extends to Employees,

Customers & Society

The Social Customer

Customer Relationships

Acquire Retain Enhance

The Social Customer

ComplaintsWOM

referral

Co-creation

Transaction

Source:

Journal of Service Research 2010 13: 341

“Analytics for Customer Engagement”

http://jsr.sagepub.com/content/13/3/341

Social CRM Yatra

Social CRM

Social CRM

Understand Customers

Customer Engagement

Customer Experience

Measure Customers

Measure Outcomes

Social Networks

Communities WOM, Viral Collaborate Influence

Social Media

Broadcast Listen Real TimeUser Generated

Content

@prem_khttp://j.mp/prem_k

Thank you