to social crm and beyond!

esteban kolsky

thinkjar

implementing social CRM

1. first, consider end result (why are you doing this)

2. second, compare to your business (gap analysis)

3. third, lay out the basic components (core strategy)

a. mission

b. vision

c. goals

d. objectives

4. fourth, measurement (how do you know if it worked)

5. fifth, setup governance (how to manage it)

6. sixth, get buy-in (always important)

7. seventh, implement and start again (iterative process)

crm

erp

scm

com

munity

managem

ent

“socia

l” a

naly

tics

engin

e

actionable

layer

unit

syste

m-o

f-re

cord

inte

gra

tion layer

social crm

communitiessystems of

record

social crm stack

first, we had social media

then, we moved to social CRM

finally, we evolved to social business

the missing word? collaboration

CRM

Collaboration

SCRM

E2.0

social

business

collaborative enterprise

20101990 2015 2020

evolution of “social” technologies

the collaborative enterprisecollaborate around

and with clients, partners, suppliers & consumers

collaborate to understand jobs-to-be-

done

co-create to meet expectations

act on insights

provide and surpass the expected experience

SocialCRM

E2.0

tenets of collaborative enterprise

• cannot be social business without being

social

• cannot be customer-centric without

collaboration with customers

• two fundamental shifts

– knowledge workers are becoming norm, thus

knowledge is critical

– social customer is becoming norm, demanding

social businesses

– collaboration is way to work, achieve goals today

customer has an idea…

…but cannot implement the idea

customer creates knowledge…

…company createssame knowledge

customer knows fix for problem…

…company has problem to be fixed

outside of the business

inside of the business

let the collaboration in

knowledgebase

documentrepository

“island”data

ontologytaxonomy

business rulescontent rules

partnerknowledge

CRM inventory shipping ecommerce financing

communitiesinternal users

collaborating for knowledge

collaborating for ideas

customer agentprocess

satisfaction

end-to-end process

performancemoraleloyalty

effective

collaborating for feedback

collaborative enterprise ground rules

• access

– who, where, how, why, and what

• roles

– inside and outside, interchangeable

• compliance

– legal team may be friend or foe – your decision

• transparency and trust

– not stupid transparency, smart transfer of trust

• value co-creation is goal, objective, and end

questions?