The Paper titled Impact of Social CRM on Product or Service Quality was presented at the International Marketing Conference 2012. The key topics addressed are: - Why social media has become so important in the recent times? - How customer preferences are captured by the social CRM? - Are the quality of product & services better for companies who are involved in real time bi-directional communication with customers and leads? - What are the Social CRM monitoring tools? - How does Social CRM affect Brand Value ?

1. SIDDHARTHA ROYCHOWDHURY
ANGSUMAN CHAKRABORTY

2. The Paper Aims to address the
following questions
• Why social media has become so important in the recent
times?
• How customer preferences are captured by the social
CRM?
• Are the quality of product & services better for companies
who are involved in real time bi-directional communication
with customers and leads?
• What are the Social CRM monitoring tools?
• How does Social CRM affect Brand Value ?

3. This is a SOCIAL transformation that
impacts all institutions – business
among them – not exclusively

4. From CRM to Social CRM
"CRM is no longer just a model for
managing customers but one of customer
engagement"

5. The Social
Customer

9. The Social
Customer

10. Factors driving growth of social media
•Growing distrust of traditional marketing
•Word-of-mouth has gone global!
•Proliferation of influencer channels
•Rising means of aggregating word-of-mouth
opinions

13. An effective quality system will address
the following components:
•Client partnership.
•Strategic planning and alignment.
•Process management.
•Performance management.
•Continuous improvement.
•Employee involvement.
•Supplier partnership.

14. Analysis of Responses
• 88 % of Customers do online research before
purchasing a product / service.
• Most of them also verify the same from WOM (word
of mouth).
• Most of the customers use facebook.com, twitter.com
• They find reviews of the product & services from sites
like mouthshut.com, glassdoor.com, etc.

15. Analysis of Responses
•40 % of the customers strongly agree that Social CRM
has influenced their purchasing decisions.
•SCRM has sometimes influenced 50 % of customers
decisions & 10 % of customers opine that Social CRM
has not influenced their purchasing decisions.
•60 % of the Companies are aware of Social CRM
Most of the Companies have presence in Social Media
like Facebook, Twitter etc.
•Most of the companies are still manually managing the
social network forums.

16. Analysis of Responses
Companies are facing issues to monitor the feedback
manually and uniformly answering them and a
mechanism to synchronize all and apply a common
context is missing in the current tech and process
elements.
All of them strongly agree that Social CRM helps to
improve Product / Service Quality.
Social CRM is mostly relevant for Home & Lifestyle,
Real Estate, Electronics & Technology, , Education &
Learning

17. Social CRM influences purchasing
decisions

18. Social CRM importance for Product /
Service Promotion

19. Social CRM importance for Product /
Service Promotion

20. Social CRM Post Sales Service

21. Social CRM importance for Customer

22. Social CRM importance for Organisation

23. Social CRM importance for Organisation

24. Product / service Promotion by SCRM

25. SCRM & Purchasing Decisions
•SCRM influences purchasing decisions” (XSIPD) as variable X
•Importance of product / Service Promotion in SCRM” variable Y1;
•Importance of Customer Feedback in SCRM” as variable Y2;
•Importance of followups and post sales services in SCRM”as Y3.
Pearson’s correlation coefficient r(X1, Y1); r(X1, Y2) and r(X1, Y3)
have been calculated as 0.75, 0.93 and 0.78 respectively signifying
moderate to high degree of correlation among the variables. Also,
r(X1, Y2) having the value of 0.93 shows that highest level of
importance is paid to Customer Feedback leads to a positive
purchasing decision by the customer.

26. Social CRM & Brand Value :
Brand Value in $ Engagement with
Sn millions Facebook Likes the Customer
o Brand Name (X) (Y1) (Y2)
Louis
1 Vuitton 23,577 11498231 670436
2 Gucci 9,446 9660985 199078
3 Hermes 6,182 835706 15821
4 Cartier 5,495 1064158 48338
5 Tiffany & Co 5,159 3225117 251748
6 Burberry 4,342 14478124 24915
7 Prada 4,271 2064213 22845
Ralph
8 Pearsons Correlation Coefficient is R (XY1) 5827244 coefficient 186840
Lauren 4,038 = 0.44 of
determination R2 = 0.19
Pearsons Correlation Coefficient is R (XY2) = 0.91 coefficient of
determination R2 = 0.82

27. Social Media Management

30. A Case Study
16000 Leads & Contacts generated using Relaso Social
CRM for the period (Feb 2012 – Nov 2012 )
15000 Leads have been generated from SMS
1000 Leads have been generated from Other Sources

31. References :
• Why we twitter: understanding microblogging usage and
communities (2007).
• Twitter power: Tweets as electronic word of mouth. (2009)
• The real power of artificial markets. (2005)
• The predictive power of online chatter (2005) .
• The Impact of New Media on Customer Relationships (2010)
• Customer Relationship Management: Getting it Right! (2003)
• Predicting the Future. Information Systems Frontiers (2003)
• Customer relationship management: emerging practice, process, and
discipline
• The impact of loyalty with e-CRM software and e-services (2009)
• Social Media: The New Hybrid Element of Promotion Mix (2010)
• The-8-best-luxury-brands-in-the-world (2012)
• Powering Brand Equity through Social Media (2012)

32. THANK YOU