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Social CRM: A Function or a Business Strategy

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Anandan Pillai
Anandan Pillai

Social CRM is a key business aspect these days in the social media domain. This presentation highlights key frameworks of Social CRM with relevant examples.

NegóciosTecnologia
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Anandan Pillai FPM Research Scholar, MDI, Gurgaon Social CRM / CRM 2.0: A Function or a Business Strategy ?
Definitions ,[object Object],[object Object]
Traditional CRM
 
Traditional CRM – ‘Operational’
Weaknesses of Traditional CRM ,[object Object],[object Object],[object Object],[object Object]
Drivers of SCRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gen C ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
SCRM Process
SCRM Process
Rich Information Captured ,[object Object],[object Object],[object Object],[object Object],[object Object]
Traditional vs. Social CRM Traditional CRM Social CRM Focused at the end of value chain Focused throughout the value chain Transactional / Operational Relational Customer “Management” Customer “Engagement” Inside – out Outside-In & Engagement oriented Isolated technologies (Siebel, Oracle, SAP) Integrative technologies (Database oriented + Social) One – way communication Dual way communication Intellectual property owned by firm Intellectual property shared between firms and stakeholders Marketing oriented Strategic Management
RoI of SCRM efforts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SCRM Framework ,[object Object]
Case study 1 Book- CRM at the Speed of Light ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case study 2 SheepStop ,[object Object],[object Object],[object Object]
Case study 2 SheepStop
Case study 3 HP – Project Fusion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case study 4 Hippo (Parle product) ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Case study 5 Ching’s Secret (Capital Foods Ltd.) ,[object Object],[object Object],[object Object],[object Object]
Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Takeaway ?
Reach Me ,[object Object],[object Object]

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Social CRM: A Function or a Business Strategy

  • 1. Anandan Pillai FPM Research Scholar, MDI, Gurgaon Social CRM / CRM 2.0: A Function or a Business Strategy ?
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  • 5. Traditional CRM – ‘Operational’
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  • 13. Traditional vs. Social CRM Traditional CRM Social CRM Focused at the end of value chain Focused throughout the value chain Transactional / Operational Relational Customer “Management” Customer “Engagement” Inside – out Outside-In & Engagement oriented Isolated technologies (Siebel, Oracle, SAP) Integrative technologies (Database oriented + Social) One – way communication Dual way communication Intellectual property owned by firm Intellectual property shared between firms and stakeholders Marketing oriented Strategic Management
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  • 18. Case study 2 SheepStop
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