social crm: a function or a business strategy
Post on 14-Sep-2014
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DESCRIPTION
Social CRM is a key business aspect these days in the social media domain. This presentation highlights key frameworks of Social CRM with relevant examples.TRANSCRIPT
Anandan PillaiFPM Research Scholar,
MDI, Gurgaon
Social CRM / CRM 2.0:A Function or a Business
Strategy ?
DefinitionsCRM is a philosophy and a business strategy supported
by a system and a technology designed to improve human interactions in a business environment. (Greenberg, 2003)
Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation. (Greenberg, 2010)
Traditional CRM
Traditional CRM – ‘Operational’
Weaknesses of Traditional CRM Reactive measureTransaction orientedLess involvement with customersLess chances of amending value
proposition
Drivers of SCRMMobile devices & Internet penetrationCustomer’s online purchase behaviorE-commerce / M-commerce / F-commerceSocial network phenomenonIncreasing brand participation in social
networksOpen tendency of people to discuss and
share onlineContent available in various formats – text /
audio / video / games etc.
Gen C
ContentConnected (with
peers)CreativeCollaborative (with
firms)Contextual Communicative
Source: Greenberg (2010)
SCRM Process
SCRM Process
Rich Information CapturedTransaction dataCustomer ProfilesCustomer Experience MapsSocial Network AnalysisUser Generated Content (UGC)
Traditional vs. Social CRMTraditional CRM Social CRM
Focused at the end of value chain
Focused throughout the value chain
Transactional / Operational
Relational
Customer “Management” Customer “Engagement”
Inside – out Outside-In & Engagement oriented
Isolated technologies (Siebel, Oracle, SAP)
Integrative technologies (Database oriented + Social)
One – way communication Dual way communication
Intellectual property owned by firm
Intellectual property shared between firms and stakeholders
Marketing oriented Strategic Management
RoI of SCRM effortsImproved brand experiencesIncreased SalesEnhanced customer knowledgeIncreased number of brand influencers in
marketPositive word of mouthPositive sentiment about brand
SCRM Framework
Woodcock, Green & Starkey (2011)
Case study 1Book- CRM at the Speed of LightAsked questions in communities like
LinkedIn & Plaxo to connect with CRM experts
Asked questions on Twitter, FriendFeed, Facebook
Setup a wiki PbwikiAward winning personal blog PGreenblog Third party blogs on social customer. Community gave suggestions via mail,
phone, wiki, blog, community discussion, Twitter, surveys etc.
Case study 2SheepStopCrowdsource T-shirt designsSelection of designs by polls on FacebookSelling of T-shirts by bids on Twitter
Case study 2SheepStop
Case study 3HP – Project FusionUnstructured data (Amazon.com reviews,
customer surveys, customer support logs, and other natural-language text)
Structured data (customer support tickets, sales transactions, customer demographics)
Using HP Labs’ new text analytics technology, the team first converted the unstructured data into a structured format
Identify sentiment more granularly than other solutions
Deployed specialized support staff before customers call for help
Case study 4Hippo (Parle product)No vendor management system in placeNo push salesGenerated pull through Twitter“If you don’t find Hippo, Tweet us, we will
reach there”Managing supply chain, product variety
through active listening and engagement on Twitter.
Case study 5Ching’s Secret (Capital Foods Ltd.)Automated alerts setup with the help of
tools to track any conversation about brand on web.
Responded messages within ‘5 minutes’ between 7 am and 11pm (7 days a week!)
36 people monitor their brand – Food technologists, Chefs, Leadership team, Sales, Marketing, etc.
6 months content database is kept ready!!
Challenges24 x 7 listeningDig / store / create & share content Changes in organizational structureChange in organizational culture /
philosophyCombined commitment and enthusiasm
towards a central goalStreamline internal and external processesBuild community around brand
Takeaway ?
Reach Me@anandan22anandanp22@gmail.
com