Three reasons you will do social crm

three reasons you will do social crm

esteban kolsky

thinkJar

what is social crm

crm is a philosophy and a business strategy,

supported by a system and a technology,

designed to improve human interactions in a

business environment.

the company's programmatic response to

the customer's control of the conversation.

paul greenbergcrm at the speed of light

editions 1 through 4 and beyond

crm

erp

scm

com

munity

managem

ent

“socia

l” a

naly

tics

engin

e

actionable

layer

unit

syste

m-o

f-re

cord

inte

gra

tion layer

social crm

communitiessystems of

record

social crm stack

reason 1 – your customers are talking

paradigm or generational shift?

loyaltyeconomy

internetwww

personalcomputes

socialevolution

serviceeconomy

19

60

s

19

70

s

19

80

s

19

90

s

20

00

s

baby boomers

generation x

generation y

generational generational generationalparadigm paradigm

bizsocial

biz

traditional 1:1 relationship

socially augmented

1:m:1 relationships

shifting interaction models

7 …listening…

8 …engaging…

CRM

Collaboration

SCRM

E2.0

social

business

collaborative enterprise

20101990 2015 2020

evolution of social deployments

reason 2 – big data is coming…

the data supply of social crm…

function

rules

channel

function

rules

channel

customer

busin

ess fu

nctio

n

surv

ey

customer

community

experie

nce

socia

l nois

e

(maybe)

…call for a better analytics engine

• Customers demand it

– Better relationships, across channels

– Evolution of the social customer, social business

– More experiences

• Big data is coming

– Volume increases

– Analytics are necessary

• Value comes from collaboration

– Collaborative enterprise

– Value in co-creation

reason 3 – it is about collaboration

social customers, social organizations

com

munity

channel

rule

s

biz

functio

n

internal operationsclient-facing operations

social business pivot point

so

cia

l C

RM

(exte

rn

al)

en

terp

ris

e 2

.0 (

inte

rn

al)

R&D

ERP

SCM

channels (social or not)

communities

R&D PLM KM CRM ERP …

collaboration engine

rules engine reputation engine

integration engine

social business platform

social business framework

where we are going we don’t need roads

customercommunities

hybridcommunities

internalcommunities

success in social crm

• Success is fleeting

– Social crm is not well established

– No success stories for proper crm using social yet… but

• There are examples of success in different business functions

– Including subset of crm functions

• Success in social media for business, as it relates to customers can be considered social crm success

– For now…

success in social crm

• Social Service – Widgetbox

– gave users the space to implement a focused community,

– Integrated it with their helpdesk ticketing system

– Widgetbox agents and SME worked in the community.

• Social Sales, Service, Collaboration – Best Buy

– Twelpforce

– Noticed they often had to recommend additional products

– Extended to tap into their catalog, automate searching for specific recommendations, and automatically placing links to those products in the forums.

– provided reviews, space for commentaries, and links to related products.

• Social marketing – Groupon, HBO

thanks

have a question? comment? want to talk?

[email protected]

@ekolsky

http://thinkjar.net