social crm & the customer of the future - somebizlife conference
DESCRIPTION
Taking a look at the social customer of the future and the implications to the corporate ecosystem that this customer is drivingTRANSCRIPT
Social CRM & The Customer of the FutureBarry DaltonCIO & Reformed CRM Consultant Telerx Marketing Inc.
Today
Social CRM – Its not Social Media
“Social CRM is the company’s response to the consumers control of the conversation”
-Paul Greenberg: CRM at the Speed of Light
Awareness Familiarity Consideration Purchase
Customers Don’t Buy Like They Used To
Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009
Consumers Don’t Buy Like They Used To
Source: Adapted from McKinsey Global Consulting – Customer Decision Journey - 2009
mobile
social
web
@
store
call center
Awareness Familiarity Consideration Purchase
Questions:
How many of you have engaged a company for service through a social channel?
How many of you currently provide service or support to your customers through social channels?
Customer Relationship Management
Baking new Brand X recipe for Suzy’s party. She loves it!
Day in the Life of the Consumer of the Future Mom blogging Recipe Look Up Menu building Mom tweets
Mom-BlogMom-BlogPlanning Suzy’s birthday party. Looking for menu ideas for 10 kids.
Rep engages
Dietician responds Mom at grocery storeRep texting reply
Does your cheese spread Contain gluten?
No ur good. Try Dirt Cupsdesert. Yum!
No ur good. For dessert Try apple turnovers. Yum!
I ‘m diabetic. R these ok?
Mom continues …
…ybe you would
like to Try Fluffy
Sugar Free Jello-O
Pie instead . …
@mom Good luck w/the recipe. My kids love it! Txt 57238 if u get stuck
Also click on this link for Cheese spread cpn http://tinyurl/uwc87s
Maybe Try Fluffy Sugar Free Jell-O Pie instead. Here is the link to our recipe. http://tinyurl.com/cRT67v.
Day in the Life of the Consumer of the Future Clicks photo of item
still looking for; buys online
Mom-BlogMom-Blog
Bday party big success http://twitpic.com/. New Brand X recipe was so easy see recipe @BrandX site!
Speech Recognition & Customer Hold Messaging
Mom connected with IVR
Checks out website… clicks on icon to call
Mom checks out Mom blogs to 5,000 readers
I just want to talk to a
person.
Bypass!
Join our Innovation Community
, to sign up…
Speaks with tech savvy Rep
Have you tried this recipe? I will
send you a coupon.
Day in the Life of the Consumer of the Future
Mom & Rep enter chat session to locate product
Mom receives email … joins Innovation Community and more
Rep: Hi Mrs. MomMom: HiMom: I am looking for Golden Oreos MinisRep: I will take you to the Netgrocer website we can shop together. Mom: Thanks I will submit the orderRep: Have a nice day. Bye.
Receives text via Text Messaging Service
Video conference tomorrow
Leverage your most important assets to create strategic business advantage
What are the implications?
Crowdsourcing
Marketing, Sales & Service Team
Hundreds of Net New Processes
Communications
The Challenge Needs A New ApproachCustomer
store
mobile social web
@
print call center
One Process – One System
Customer
store
mobile social web
@
print call center
Communications
Customer-centric Coordination
Who Owns It?
Interactive Marketing
Public Relations
Interactive Marketing and Public Relations partner with Brand Teams/Agencies for brand plans incorporating Social Media
CustomerService
Interactive Marketing and
Customer Service partner to provide
campaign management
closed-loop follow up
All three functions partner w/ Legal, others
on Social Media guidelines, KPIs,
organization structure
Customer Service and PR partner
for crisis management,
brand hijacking
Social CRM requires new service & support capabilities
From To
Static Knowledge Management
Dynamic Knowledge Monitoring
Call Center Operations
Social Media Integration
Desktop Applications [CRM]
Information Gathering & Analysis
Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service
ROI of Social CRM – Engaging customers in the service & support model
Source: Accenture POV “Social CRM – The New Frontier of Marketing, Sales and Service
Author
Publish
Consu
me
Feedback
Ana
lytic
s
Authors create and/or modify content. In the social web, authors are also consumers
Publishing workflow and engagement guidelines
Users (agents AND consumers) use the content to address issues. Analytics data gathered based on usage to identify ‘superusers’
Users provide feedback such as recommendations on products. Ratings on content usefulness
Analytics & Insight on what is working well, what needs improvement in the customer experience
Who’s Doing It?Who’s Doing It?
Most Recent Ideas
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Dell XPS 15 - USB 3.0 Problem451 responses!
Barry Daltontwitter:@bsdaltonLinkedIn: barrydaltonFacebook: barry.dalton2email: [email protected]: http://custservicestories.blogspot.com