three reasons you will do social crm
DESCRIPTION
Presentation given at Social CRM London 2011 #SCRM11TRANSCRIPT
three reasons you will do social crm
esteban kolsky
thinkJar
what is social crm
crm is a philosophy and a business strategy,
supported by a system and a technology,
designed to improve human interactions in a
business environment.
the company's programmatic response to
the customer's control of the conversation.
paul greenbergcrm at the speed of light
editions 1 through 4 and beyond
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
reason 1 – your customers are talking
paradigm or generational shift?
loyaltyeconomy
internetwww
personalcomputes
socialevolution
serviceeconomy
19
60
s
19
70
s
19
80
s
19
90
s
20
00
s
baby boomers
generation x
generation y
generational generational generationalparadigm paradigm
bizsocial
biz
traditional 1:1 relationship
socially augmented
1:m:1 relationships
shifting interaction models
7 …listening…
8 …engaging…
CRM
Collaboration
SCRM
E2.0
social
business
collaborative enterprise
20101990 2015 2020
evolution of social deployments
reason 2 – big data is coming…
the data supply of social crm…
function
rules
channel
function
rules
channel
customer
busin
ess fu
nctio
n
surv
ey
customer
community
experie
nce
socia
l nois
e
(maybe)
…call for a better analytics engine
• Customers demand it
– Better relationships, across channels
– Evolution of the social customer, social business
– More experiences
• Big data is coming
– Volume increases
– Analytics are necessary
• Value comes from collaboration
– Collaborative enterprise
– Value in co-creation
reason 3 – it is about collaboration
social customers, social organizations
com
munity
channel
rule
s
biz
functio
n
internal operationsclient-facing operations
social business pivot point
so
cia
l C
RM
(exte
rn
al)
en
terp
ris
e 2
.0 (
inte
rn
al)
R&D
ERP
SCM
channels (social or not)
communities
R&D PLM KM CRM ERP …
collaboration engine
rules engine reputation engine
integration engine
social business platform
social business framework
where we are going we don’t need roads
customercommunities
hybridcommunities
internalcommunities
success in social crm
• Success is fleeting
– Social crm is not well established
– No success stories for proper crm using social yet… but
• There are examples of success in different business functions
– Including subset of crm functions
• Success in social media for business, as it relates to customers can be considered social crm success
– For now…
success in social crm
• Social Service – Widgetbox
– gave users the space to implement a focused community,
– Integrated it with their helpdesk ticketing system
– Widgetbox agents and SME worked in the community.
• Social Sales, Service, Collaboration – Best Buy
– Twelpforce
– Noticed they often had to recommend additional products
– Extended to tap into their catalog, automate searching for specific recommendations, and automatically placing links to those products in the forums.
– provided reviews, space for commentaries, and links to related products.
• Social marketing – Groupon, HBO
