Social CRM: Putting the Customer First

Jacob Morgan

Thanking the Academy• Esteban Kolsky- Think Jar• Mitch Lieberman- Sugar CRM• Paul Greenberg- Author, CRM at the

Speed of Light, Yankees Fan • Jeremiah Owyang- Altimeter Group• Brent Leary- CRM Essentials LLC

Principal, Chess Media Group

Author, Twittfaced

Blogger: jmorganmarketing.com

Traveler, Chess Lover, and Explorer

Fellow @SNCR

Agenda•An Airline Tale

•The Landscape

•Challenges and Evolution of SCRM

•Examples

•Models and Frameworks

•Key Takeaways

Qantas

Qantas

Qantas

What is Social CRM?“Social CRM is a philosophy & a businessstrategy, supported by a technology platform,business rules, workflow, processes & socialcharacteristics, designed to engage thecustomer in a collaborative conversation inorder to provide mutually beneficial value in atrusted & transparent business environment.It’s the company's response to the

customer’sownership of the conversation."

~ Paul Greenberg, Author of CRM at the Speed of Light

OR Social CRM Is…

Social CRM is a part of social business

that helps companies make sense of

(and then act on) the data they collectfrom social customer interactions.

Current Challenges•Multiple data sources

•Customer demands andExpectations

•Customers taking control of conversations and brand image •Customer insights

•Humanizing the brand/transparency

•Staying ahead of the competition

•Acquire, develop, and retain customers

The Customer is Changing. Is Your Company?

The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same.“

~ Paul Greenberg, Author of CRM at the Speed of Light

The Numbers• Fastest growing sector for Internet use is

communities (5.4% in a year)• Member communities reach more internet

users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”)

• By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM)

Slide by Deloitte

Slide by Deloitte

Will Companies Succeed?

“By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure.”

~ Gartner Group

Agenda

Agenda

Agenda

Created by Jeremiah Owyang and Ray Wang from Altimeter Group

Dr. Natalie Petouhoff,

Dr. Natalie Petouhoff,

Did This Affect Stock Price?

“Don’t get numb with the numbers,

it’s about the customer

experience!”

Models and FrameworksSocial CRM is Sexy

I love Social CRM

Do you do Social

CRM?

The Point

Thanks Mitch!

Qantas Gap is Small• Prompt resolution (had

someone on the phone soon after)

• Two-way communication (on

Twitter, email, and the phone)

• Collaborative relationship (helped me select destinations)

• Personalization (I received a custom Powerpoint presentation with steps outlining how to get the special offers)

• Feeling of importance

What Can be Improved?• Respond faster (had I been in

the ASAP purchase phase, they would have missed me)

• Post the issue into a community (I’m sure I’m not the only one who had this problem)

• Build an advocacy program (I’m now an advocate)

• Know when I purchase (follow up with me, get me to buy again, follow my conversations)

• Collaborate with me and the community (improving the experience)

YOU

The Best SCRM Model is…

Long Road Ahead

Key Takeaways• Social CRM starts before social media• As with E2.0, we are just scratching the surface• Time to start looking deeper and beyond just social tools.

Time to start looking at business integration and strategy (let’s get real)

• Technology is an enabler but SCRM is a strategy• SCRM is an evolution of CRM, not a replacement• Frameworks and models are still adapting and changing

(and this will continue)• Find what works for your company• End game should be to develop a social business• There is still a long road ahead

Thank You• chessmediagroup.com• jacob@chessmediamroup.com• Twitter: @jacobm• Blog: jmorganmarketing.com