connecting the dots social media across the customer journey
DESCRIPTION
Clicktools presentation at the Social Media Summit in Las Vegas Feb 2012.TRANSCRIPT
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Connecting the dotsEnhancing insight using social media
David JacksonCEO
Clicktools
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© Clicktools Ltd. 2012
CRM
About Clicktools
CRM On Demand
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© Clicktools Ltd. 2012
Agenda
• Corporate challenges
• Social media across the customer journey
• Implications
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© Clicktools Ltd. 2012
Challenges
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© Clicktools Ltd. 2012
“Mindset”{noun}
a set of beliefs or a way of thinking that
determines one’s behaviour, outlook or
mental attitude
“Legacy”{noun}
something that has been superseded but is difficult to replace
because of its widespread use
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© Clicktools Ltd. 2012
(61%) Discount
(55%) Purchase
(53%) Reviews and product rankings
(53%) General information
(52%) Exclusive information
(51%) Learn about new products
(49%) Submit opinion on current products/services
(37%) Customer service
(34%) Event participation
(33%) Feel connected
(30%) Submit ideas for new products/services
(22%) Be part of a community
Discount (60%)
Purchase (60%)
Reviews and product rankings (67%)
General information (71%)
Exclusive information (68%)
Learn about new products (73%)
Submit opinion on current products/services (69%)
Customer service (63%)
Event participation (61%)
Feel connected (64%)
Submit ideas for new products/services (63%)
Be part of a community (61%)
Customer ranking Company ranking
Source: IBM Business Value Institute
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© Clicktools Ltd. 2012
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© Clicktools Ltd. 2012
Outbound customer communication 77%
Product/messaging innovation 54%
Inbound feedback 53%
Better understand customers 48%
None 3%
Other 2%
How marketers use social media
Source: Weber Shandwick
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© Clicktools Ltd. 2012
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© Clicktools Ltd. 2012
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© Clicktools Ltd. 2012
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TotalCustomerExperience
EngagementEasy to dobusiness
with
Nice to dobusiness
with
Value for money
Product/Service Reputation
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© Clicktools Ltd. 2012
Social media acrossthe customer journey
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© Clicktools Ltd. 2012
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© Clicktools Ltd. 2012
Develop
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© Clicktools Ltd. 2012
Lead generation
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© Clicktools Ltd. 2012
Purchase
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© Clicktools Ltd. 2012
Use
Tweet to Case
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© Clicktools Ltd. 2012
Engagement
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© Clicktools Ltd. 2012
Must Do’s
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© Clicktools Ltd. 2012
Engagement
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© Clicktools Ltd. 2012
Single customer view
Transactions
Campaign responses
Solicited feedback
Call center activity
Social media activity
Product usage
CUSTOMERRELATIONSHIPMANAGEMENT
Campaign participation
Next best action
Business modeling
It’s that ability to listen to the customer and act on what they say. That could be through a survey, a tweet or a conversation with a call centre agent. The key is to bring all these elements together to find out what customers are saying.”Jim Davies, Gartner CRM analyst
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© Clicktools Ltd. 2012
0 15 30 45 60
32
51.59
12.5
3.2
0.8
I loved it
I liked it
Didn’t matter
I didn’t like it
I hated it
How did you feel when the company contacted you as a result of your Tweet?
Action not words
Maritz Research Sept 2011
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© Clicktools Ltd. 2012
Data not opinion
“Nonetheless, analytical-thinking skills have become even more important to this company. We need to come up with the ideas to innovate, and those innovations are always informed by data.”
Robert McDonaldCEO, P&G
McKinsey Quarterly Interview
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© Clicktools Ltd. 2012
Instant internationlization
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© Clicktools Ltd. 2012
Not just social media
Technorati 2011
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© Clicktools Ltd. 2012
From Social Media to Social CRM
THIS NOT THISTHIS NOT THIS
Customer journey Process
Interactions Transactions
Dialog Monolog
Integrated Fragmented
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© Clicktools Ltd. 2012
10 point plan
• Identify touch points and communities
• Prioritize social channels
• Build listening mechanisms
• Integrate listening into CRM in real time
• Establish alert mechanisms
• Build profiling models - next best action
• Empower staff to act
• Build linkage models
• Weed out legacy mindsets
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Thank YouVisit our stand
Slides available on Slideshare
www.facebook.com/clicktools
@clicktools@tweetdavej