Is Social CRM Right for You?

“Social CRM is what we do when the customer controls the conversation.” – Paul Greenberg

Bill Odell

1Copyright 2009 by Helpstream, Inc. Use of content is governed by Creative Commons license.

Vice President Marketing

Overview

What’s all the Buzz about?

Typical Questions Companies Ask

U d t di ROIUnderstanding ROI

Sample Communities in Action

Important Considerations when Selecting a Solution

Q&A

Additional Resources

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Additional Resources

The Buzz

“Communities and channels are rapidly expanding and youry g ycompany needs to at least know its place in all of them”

- Christopher Musico, CRM Magazine

“81 percent of active Internet users believe social mediacan give customers a greater voice regarding customer care”g g g g

- Society for New Communications Research

“I’m flabbergasted at how many companies are already doing this.”

- Dr. Natalie Petouhoff, Forrester Research

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Dr. Natalie Petouhoff, Forrester Research

Customers are looking for communities

“About two-thirds of U.S. consumers believe that companies should ramp up social media usage to "identify service/support issues and contact consumer to resolve “ – June 2009 Survey CustomerThinkcontact consumer to resolve. – June 2009 Survey, CustomerThink

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The Social CRM virtuous cycle

1. Customer Service 2. Marketing

Customer satisfactionEfficiencyCrowdSourcing

BrandingWord of mouthVoice of the customerIdeationEducationLead generationLead nurturing

3. Sales

Customer awarenessReferencesRepeat business

Social CRM Touches Every Business

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ReferralsSales Information System

Every Business Function

Typical Questions

How do I know if a Community makes sense for me?

What resources are needed to manage the Community?

What if customers “flame” us in the Community?

How does a Community fit with existing systems?How does a Community fit with existing systems?

Is there an ROI in Community?

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Typical Questions

How do I know if a Community makes sense for me?

– B2B or B2C – do your customers share something in common?

What resources are needed to moderate the Community?y

What if a customers “flames” us in the Community?

How does a Community fit with existing systems?

I th ROI i C it ?Is there an ROI in Community?

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Typical Questions

How do I know if a Community makes sense for me?

What resources are needed to moderate the Community?

– Staff can be transitioned from agent pool as deflection increasesStaff can be transitioned from agent pool as deflection increases

What if a customers “flames” us in the Community?

How does a Community fit with existing systems?

I th ROI i C it ?Is there an ROI in Community?

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Typical Questions

How do I know if a Community makes sense for me?

What resources are needed to moderate the Community?

Wh t if t “fl ” i th C it ?What if a customer “flames” us in the Community?

– They will anyway (Twitter, YouTube), get other customers to help

come to your defense

How does a Community fit with existing systems? y g y

Is there an ROI in Community?

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Typical Questions

How do I know if a Community makes sense for me?

What resources are needed to moderate the Community?

Wh t if t “fl ” i th C it ?What if a customers “flames” us in the Community?

How does a Community fit with existing systems?

– Should complement and extend not rip and replace

I th ROI i C it ?Is there an ROI in Community?

10Copyright 2009 by Helpstream, Inc. Use of content is governed by Creative Commons license.

Typical Questions

How do I know if a Community makes sense for me?

What resources are needed to moderate the Community?

Wh t if t “fl ” i th C it ?What if a customers “flames” us in the Community?

How does a Community fit with existing systems?

Is there an ROI in Community?

– Payback can be as fast as six months

11Copyright 2009 by Helpstream, Inc. Use of content is governed by Creative Commons license.

ROI: Traditional KB + Case Management

Traditional Model for Most of the World

Relies Exclusively on KB for

Search KB

35 – 40% Relies Exclusively on KB for Deflection

35 – 40% Resolved Via KB Content

KB Authoring Can Be Expensive60 - 65% Resolved Via S t

Hard to Get all the Answers to Break Through 40% Deflection Rates

Support Agents as Cases

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Rates

ROI: Integrated Community + KB + Case Mgmt

Customers Choose Whether to Submit Community Q&A or CasesFederated Search

Federated Search Means “One Stop” Solutions

for Solutions

74% 40% KB

System Tracks Full Lifecycle, Provides Analytics

74% Resolvedvia Existing Content

60% Community

Easier for Customers and Agents to Manage Everything in One App

12% Resolvedvia Community Collaboration

Agents can support 3 times as many customer s

14% Resolvedby Agents as Cases

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Communities in Action

InfusionSoftInfusionSoft

Raindance TechnologiesRaindance Technologies

H l tHelpstream

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Important Considerations when Selecting a Solution

Strong focus on Social CRM Virtuous Cycle

Business Process deeply embeddedBusiness Process deeply embedded – Seamless extension of how business functions today

“Plug and Play” not “Rip and Replace”– Leverage investments in existing systems – Salesforce, Oracle

Cohesive metrics that cover the entire support process, including CommunityCommunity

Federated Search

Single Sign OnSingle Sign On

Open API

Software as a Service (SaaS) – only need a browser!

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Additional Resources

Visit us at WWW.Helpstream.com and find:

ROI Whitepaper – Compares 4 alternative approaches

Case Study – Infusionsoft story

HelpExchange – A Best Practices Community

W bi E ti P l ith HP El d O SWebinar- Executive Panel with HP, Eloqua and OpSource

Helpstream Blog – Social CRM insights

Twitter – Follow us at twitter.com/helpstream

For more info send email to info@helpstream com

16Copyright 2009 by Helpstream, Inc. Use of content is governed by Creative Commons license.

For more info - send email to info@helpstream.com