social crm - a primer

#e2Conf #SCRM #SocBiz

social crm – a primer

presented by esteban kolsky


Best in the Business

SOCIAL MEDIASOCIAL CRM


what is social crm?

a) new communication channels, methods

b) new way for business to interact with customers

c) facebook, twitter, social networks, communities and forums brought into crm

d) paradigm shift that has revolutionized the world

e) snake oil, snake skin, and snake teeth

f) the 21st century equivalent of a “vast wasteland”

g) so cool!

h) it’s complicated… you wouldn’t understand


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

mu

nit

y m

anag

emen

t

“so

cial

” an

alyt

ics

engi

ne

acti

on

able

laye

r u

nit

syst

em-o

f-re

cord

inte

grat

ion

laye

r

social crm

communitiessystems of

record

social crm stack


the need for social crm

function

rules

channel

function

rules

channel

customer

bu

siness fu

nctio

n

surv

ey

customer

community

expe

rience

soci

al n

ois

e

(maybe)


process

client

customersatisfaction

agent

process-centric

efficiency

effectiveness

customer-centric

traditional feedback model


legacysystems

datawarehouse

erp cloud

channels

c p em

m – communityc – customerp – partnere – employee

sales marketingcustomer

servicefeedback

social business rules

social crm feedback model


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


evolution of social x

CRM

collaboration

SCRM E2.0

social business

collaborative enterprise

20101990 2015 2020


today’s collaboration headaches


tomorrow’s convergence

customercommunities

hybridcommunities

internalcommunities


the collaborative enterprise collaborate around and

with clients & consumers

collaborate to understand jobs-to-be-

done

co-create to meet expectations

act on customer insights

provide the expected customer experience

collaborate to include value chain

SocialCRM

E2.0


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


@ekolsky

http://www.thinkjar.net

[email protected]

social crm - a primer

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