social crm: setting up for success
DESCRIPTION
Presented at Call Center Week in Las Vegas 2011, Jacob Morgan of Chess Media Group collaborated with Astute Solutions to deliver a workshop on Social CRM success.TRANSCRIPT
Social CRM: Setting up for Success
Call Center Week
Jacob MorganChess Media GroupJune 2011
• Principal, Chess Media Group
• Author of Twittfaced
• Blogger on enterprise and customer collaboration: SocialBusinessAdviser.com
• Traveler, Chess Lover, and Explorer
• Twitter: @JacobM
Workshop Objectives• Gain an understanding of Social CRM
– What is it.– How it can help enable high performance in your organization.– How you can implement SCRM within your organization.
• How to build a strategy, including– Establishing objectives– Determining organizational value of meeting these objectives
(metrics)– Selecting tactical channels: social, mobile and web, and best
practices for engagement • An understanding of risk and how to mitigate risk• A Social Business Framework: Where are you weak? What do you
need to work on?• Your action items for next steps
Part 1: Understanding Social CRM
Customer Strategy, The Numbers• Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)
• Fastest growing sector for Internet use is communities (5.4% in a year)
• 43% of consumers say that companies should use social networks to solve the consumers' problems (Cone Business in Social Media Study)
• 7% of organizations understand the CRM value of social media, (Brand Science Institute, European Perspective, August 2010)
• The three most influential factors for consumers when deciding which company to do business with are:
• Personal experience (98%), • Company’s reputation or brand (92%), and • Recommendations from friends and family (88%)
(American Express)
What is this really all about?
Culture Technology
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” world
Monitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Culture and
Technology
What is Social CRM?
Solving customer facing business problems in the context of how culture and technology has changed.
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
•Develop a social media presence
•Fans and followers
Approach
•Minimal business integration
•Minimal technology integration
Integration
•Network size
•Promote, market, service
Long term goal
•Business use cases/goals/objectives
•Customers and advocates
Approach
•Organization wide
•Back end CRM/ERP systems
Integration
•Customer loyalty, revenue generation, business use cases
•Long term customer relationships
Long term goal
Difference between social media and social CRM
Social customer
Company
Customer
McKinsey
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”IBM
Product issues are PRODUCT ISSUES
Don’t bribe your customers, fix the problem!
Dr. Natalie Petouhoff,
Dr. Natalie Petouhoff,
Part 2: Building the Strategy
Customers
Social Business isn’t a state, it’s the acknowledgement that culture and technology has changed, and that organizations can leverage these changes to solve the same business problems that they have always had and will always have.
Customers
What About Risk? (Failure Mode and Effects Analysis)
Xishuanbanna, China
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
Sharing information
Bridging silos
Use of social platforms
Where people spend their time
How people communicate
Expectations
The “real-time” worldMonitoring tools
Collaboration platforms
Social networking sites
Messaging
“Follow the data”
What are you going to do when you get back to the office?
• Set up meeting with key stakeholders• Start monitoring and engaging with customers
• Develop policies and guidelines• Put together a proposal for the executive team
Key Takeaways
• You have what you need to get started• Don’t just let this sit• Utilize the risk and social business frameworks as a starting point
Thank You
• ChessMediaGroup.com• [email protected]• Twitter: @JacobM• Blog on social strategy: SocialBusinessAdviser.com