2010 | defining social crm
DESCRIPTION
Definition of social CRM, based on the work of Dion Hinchcliffe.TRANSCRIPT
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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