HP Social Enterprise Services Presentation

©2012 Hewlett-Packard Development Company, L.P. HP Confidential 1

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information

contained herein is subject to change without notice. Confidentiality label goes here

Social Enterprise Services Empowering the enterprise with conversational commerce


Point of view

©2012 Hewlett-Packard Development Company, L.P. HP Confidential 3 3

The world has changed

We have entered this new era of

the web and social-empowered

fluid consumer, where success

can only be achieved by

delivering great customer

experiences.

The rapid adoption of social media has shifted the balance of power away from organizations, and towards the customer


The New Social Customer

• Being connected, customers realize they

could ask more from companies and

share opinions about products and

services

• Interactions between customer and

brands starting earlier and never ending

• New behavior patterns demand a new

strategy, better segmentation, new

channels, targeted messages and review

of current customer facing business

processes

The new Social

Customer

Uses new online

channels and new

communication tools

Trusts in advice made

by online acquaintance

s and strangers

Tends to buy more online than offline

Wants to provide

feedback about the

product and customer service

Expects better

customer experience

Reads and creates product reviews, product

rankings and blog posts

Seeks support to

connect with like-minded

peers

Source: Fabio Cipriani, Social CRM Concepts, Benefits, and Approach to Adopt. Nov. 2008


Organizations are no longer in charge and often lack a credible strategy that empowers employees to catch up to customers

And companies cannot adapt fast enough

• Slow to respond to customers‟ needs

• Unable to scale to meet the needs of social

• No holistic view of customers (they don‟t

care what department you‟re in, customers

just want their problem fixed)

• Outdated frameworks relegate discussions to

incremental fixes

RESULT: tremendous amounts of waste in piecemeal data, customer records, APIs, and experiences – leaving

companies unable to efficiently reach customers, prospects, and partners.


Our approach


HP helps companies adapt to the Speed of Business

We provide you with:

• A holistic view of your customers by incorporating social media channels into existing channels

• Streamlined processes and a tiered business model to quickly scale up and down to react to new customers, products and markets

• Higher customer retention rates among high value customers

• Insight to harness information and quickly exploit it


Listening alone is not good enough

64%

75%

78%

80%

80%

83%

84%

Competitive intelligence

Database marketing

Customer feedback/listening

Web analytics/optimization

Marketing analytics

Direct marketing

Market research

“Please indicate which of the following functions exist at your company”

Base: 301 Customer Intelligence professionals (multiple responses accepted)

Percent of firms that integrate specific functions with customer feedback/listening

26%

29%

35%

43%

51%

56%

Web analytics/optimization

Direct marketing

Database marketing

Marketing analytics

Competitive intelligence

Market research

Source: Q2 2009 Global Customer Intelligence Online Survey


HP provides more than listening

Listen Understand Engage

Enterprise Innovation/Strategy & Planning/Subject Matter Expertise

Consumer generated data Perception

• Sentiment

• Intentions

• Suggestions

• Influencers

Behavior

• Sales

• Frequency

• Value

• Service

50 M voice contacts

1000’s of EBC visits

1000’s of User Reviews

1000’s of Blog entries

1000’s of posts

400 M monthly page views

170 M SKU’s

Millions of Transactions

Millions of accounts

180+ M registrations

Business generated data

Sales & marketing

Customer support

Product Mgmt

Product understanding

Customer understanding


HP Social Enterprise Services HP listens, manages, and engages in conversations with your existing and prospective customers and influencers across the Internet, social networks and digital channels. We convert

your customer content into conversations allowing you to extend these conversations into collaborative experiences and then transform those experiences into meaningful relationships.


HP enables the new Social Organization

• Innovation comes from one specialized source within the company (innovation group)

• Frontline employees communicate targeted messages for transactional operations

! !

!

! Interaction

Conversation Contribution

Transaction Feedback

Employees Customers Employees Customers

Source: Fabio Cipriani, Social CRM Concepts, Benefits, and Approach to Adopt. Nov. 2008

Social Organization Traditional Organization

• Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle

• Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed


HP links the contact center to social media

Corporate Presence

Listen

Analyze

Respond

Social Media Social Networks

Collaborate Route Report

Client Sales

Client Partners

Client Marketing

Client Product

Development

Client Public Relations


HP Social Enterprise Services

1. Social Media Analysis: HP Social

Media Analysts will mine the social

web to provide you with information

and insights on your customers

2. HP Agent Services: HP agents will

engage with your customers within

social media channels on your behalf

Services include:

• Listening

• Analysis

• Routing

• Reporting

HP agents will engage with

customers within social networks:

•Twitter

•Facebook

•LinkedIn

Services include service models that can be sold separately or bundled:


HP Social Enterprise Services Activities

•Development and maintenance of topic profiles

•Daily monitoring of your brand/product

•Daily processing of monitoring results

Listening (Social Media Analysis)

•Identification of opportunities

•Insight into trend changes

•Insight into topics

Analysis (Social Media Analysis)

•Route identified opportunities and insights to the appropriate groups such as Customer Service, Marketing, and Sales

Routing (Social Media Analysis)

•Insights, analysis and opportunity identification

•Daily Snapshots, weekly summaries, monthly reports Reporting

(Social Media Analysis)

•HP agents monitor and maintain social media activities on your behalf to:

•Respond to customers‟ inquires and comments

•Proactively post information in social media channels to engage customers

Engagement (HP Agent Services)


LISTENING Social Media Analysis

Listening is the first step and includes two components:

1.Developing and maintaining topic profiles (queries

used to gather information pertaining to a brand or

product)

2.Monitoring your brand/product in social media

channels daily


ANALYSIS & ROUTING Social Media Analysis

Analysis

HP analysts will analyze social media metrics to

seek insight into trends and identify enhancement

opportunities; and will collaborate with you to refine

your social media strategy

Routing

When the analysts find actionable data, they will

capture the pertinent information and route

opportunities to the appropriate resources (e.g.,

sales, marketing) to take action.


REPORTING Social Media Analysis

Daily Insights Week in Review Monthly Analysis

• Previous day volume

• Trending Topics

• Top Sources

• Active Influencers

• Conversation content specific to profiled opportunities

• Volume Trends

• Topic Trends

• Influencer Summary

• Volume Trends

• Topic Trends

• Influencer Summary

• Influencer Profiles


ENGAGEMENT

HP Contact Center Outsourcing agents

trained in social media communications

and tools will monitor your brand within

Facebook, LinkedIn, Twitter and other

social media sites and respond to inquiries

and requests

HP Agent Services

Combining the Engaging with Listening services allow HP to provide our clients

with services like Proactive Customer Support and Sales Lead Generation


Benefits of Social Enterprise Services • Helps you humanize your company so your customers see you as a trusted peer

• Puts the customer in the core of your company‟s strategy

• Equips Sales with significantly more relevant information about your customers

• Empowers Customer Service Teams to provide a memorable service by proactively

responding to customers on the customers‟ terms

• Gives Marketers a greater insight into the behavior, sentiment and effectiveness of

their marketing and communication efforts

• Does not replace traditional CRM processes, it extends current capabilities to

include social media channels


Why HP


Strength of HP‟s end-to-end social CRM framework versus varied point solutions

2 Extensive industry domain expertise from our broad and deep experience delivering customer-facing processes

4 Optimal global support for contact center operations by effectively matching the right support to the best location at the right price

3 Over 30 years of successfully providing an array of contact centers services to 500+ clients around the world

5 An Integrated Quality Framework consisting of best practices that comply with international standards for quality, security, privacy, and service management

Why HP ….

6

1

High performance real-time analytics capabilities to analyze customer data and social media traffic


HP provides customer-centric services in all major industries and segments

• Edge device technical support

• Broadband support

• Product specs, usage, and returns

• Billing/AR support and account

management

Comms., Media & Entertainment

•Comms., Svc Providers •Media & Entertainment

• Order processing with cross-sell and

up-sell


• Billing/AR/AP support and account

management

• Telemarketing campaigns

Consumer & Retail

•Consumer •Retail

• Supplier billing/AR/AP support and

account management


• Telemarketing campaigns

Energy

• Utilities

• Consumer/commercial credit cards

• Investment product support

• Consumer loans support

• Online banking technical support

• Auto, health, life, P&C insurance

• Health & life insurance

Financial Services

• Banking/Cap Markets •Insurance •Professional Svcs.

• Medicare provider/recipient support

• Student loan consolidations

• Air travel systems support

• Citizen real estate & income tax

Government

• Defense • Education • Fed Healthcare • Gov’t Transportation • Homeland Security • Postal Services • Revenue & Tax • Welfare & Benefits

• Medicaid provider, recipient, and

pharmacy support

• Billing/AP/AR and account mgmt

• Life Science telemarketing campaigns

• Product event marketing

Healthcare

• Life Sciences • State & Local

Health & Human Services

• High tech consumer, field technician,

and warranty support

• Automotive dealer support (Sales,

Service, Training depts.)

• Automotive parts suppliers

• Automotive independent repair

facilities

Manufacturing

• Automotive • High Tech

• Hotel room reservations and

services up-/cross-selling

• Automotive roadside assistance

• Employee loyalty and retention

programs

• Airline cargo reservations and billing

Transportation

• Consumer Travel

• Freight/Logistics/ Rail


A socially enabled business….. Do you want to be a socially enabled business?

Knows how being Social increases profitability

1

Recognizes influencers and high value customers

2

Learns from interactions and responds … social learning is applied throughout the business, not just Marketing

3

Has „always on‟ (real-time) capability..52 weeks content versus

campaigns 4

Encourages participation, sharing, co-creation … internally (first) AND

(then) externally 5

Combines structured and unstructured (social) data to drive actionable customer insights that

drive growth

6


Where does your company fit? HP social business maturity model

Poised

Experimental

Aspirational

Transformational

Excellence

• Yours is a customer-centric company that considers its CRM initiative a success • While your organization may be social media „aware‟, its use is very limited • But the aptitude for social media intelligence success exists today

• Use of social media in your organization is growing but still embryonic • Potential value is not fully understood When social media channels are used, communication is

reactive and unidirectional (from you to the market)

• Your company “listens” to and mines some useful information from select social media channels • It is beginning to “engage” with customers through these channels • You have tested these capabilities and can point to measurable ROI of those initial test cases

• Social media is integrated into operational customer systems • It is used when modeling customer value. It is integral to the company‟s marketing mix and used

across organizations (i.e. outside of sales and marketing)

• Your company is held up as an industry leader in this field • You create brand and co-develop products using Social Media channels • Shareholder value has been measurably impacted by its use


© Copyright 2011 Hewlett-Packard Development Company, L.P. The information

contained herein is subject to change without notice. Confidentiality label goes here

www.hp.com/enterprise/crm

HP Social Enterprise Services Presentation

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