social media and customer care - cisco...“crm is a philosophy & a business strategy, supported...
TRANSCRIPT
1© 2010 Cisco Systems, Inc. All rights reserved. 1
Social Media and Customer Care
2010 Customer Collaboration Analyst Day
Tod FamousProduct Line ManagerCustomer Collaboration Business Unit
2© 2010 Cisco Systems, Inc. All rights reserved.
2009: The year of the status update
3© 2010 Cisco Systems, Inc. All rights reserved.
Airline lost my luggage!
SocialAppliance
Social Media Customer Care
1. Capture2. Analyze & Prioritize3. Communication Workflow4. Assign & Engage
CustomerSocial Media
Customer Care Agent
4© 2010 Cisco Systems, Inc. All rights reserved.
•Occasional reporting •Reactive/surpri sed by social media
•Occasional reporting•Reactive/surpri sed by social media
Listening (or ignoring) Listening (or ignoring)
Level 1
•Facebook page and Twitter presence •Broadcast standard marketing via social media
•Facebook page and Twitter presence•Broadcast standard marketing via social media
Social Media Broadcasting Social Media Broadcasting
Level 2
•Social Media strategy •Engagement marketing •Brand dashboarding •Minimal customer care involvement
•Social Media strategy•Engagement marketing•Brand dashboarding•Minimal customer care involvement
Social Media Marketing Social Media Marketing
Level 3
•Scalable engagement process •Teams work queues •Managed process •Team activity reports
•Scalable engagement process•Teams work queues•Managed process•Team activity reports
Social Media Customer Care Social Media Customer Care
Level 4
•Proactive Customer Care •Proactive Sales•Social Media Business Intelligence
•Proactive Customer Care•Proactive Sales•Social Media Business Intelligence
Proactive Engagement Proactive Engagement
Level 5
Social Media Customer Care Maturity Model
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Demonstration
“I broke my phone!”
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What is Social Customer Relationship Management (CRM)?
“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation.”
Paul Greenburg – July 2009
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Social CRM
-Vendor Roadmap to CRM Part 1 - Esteban Kolsky
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Location Based Services
Always-on: Google Latitude, TwitterCheck-in startups: foursquare, GowallaLocation enabled reviews (yelp)Facebook is coming…
Future: Activity Streams
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Demonstration
“Coffee Shop”
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The Cisco Product StrategySocial Media disruption will support a substantial new wave of innovation in customer care
Social Media customer care will bring new requirements to the platform
–New customer care workflows–New types of users–Scalability–Productivity
Social Media Customer Care will be part of the platform
–Applicable to all our market segments
First to scale
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Demonstration
Social Media Customer Care
CiscoLive Cisco Consumer Products Customer Collaboration Analyst Day
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Cisco Quad A Comprehensive Collaboration Platform
Content Management
Social Tagging
People, Communities,
Information, Search
Click to: Call, IM, Meet
Personal Dashboard
DirectoryProfile
Blogs, Wikis,Forums
Video
CommunityTeam Space
UC-EnabledBrowser
Policy and Security
Micro-Blogging
Open Social Gadget Container
13© 2010 Cisco Systems, Inc. All rights reserved.
Cisco ECP Foundation A lightweight gadget container
Content Management
Social Tagging
People, Communities, Information, Search
Click to: Call, IM, Meet
Personal Dashboard
DirectoryProfile
Blogs, Wikis,Forums
Video
CommunityTeam Space
UC-EnabledBrowser
Policy and Security
Micro-Blogging
Open Social Gadget Container
Open-Social Compliant Gadget ContainerCommon Container for all products in
customer collaboration portfolio (Web 2.0 Desktop, Social Media Care, Media Capture Platform)
Co-Resident on Agent Web Services OSNo administration or configurationIncluded with component installation
14© 2010 Cisco Systems, Inc. All rights reserved.