Presentation made at the IDC Customer Experience event by Jorge Teixeira da Silva, Business Intelligence Unity Director at DRI. Universidade Nova de Lisboa, 21 June 2012.
4. What kind of conversations?
CRM Tools
Organizations and allows to Customers
Standardize processes
Register all the conversations
Differentiate the communication
Differentiate the offer
Personalize the Conversation
5. What kind of conversations?
???
Organizations Customers
But what about the
social media channels?
8. But how do organizations
deal with the problem of
being “blind” to the social
media conversations?
9. Social Media is in fact for
organizations Social
Customer Relationship
Management! (SCRM)
10. The Social CRM programs may start at
the departmental level, but over time,
they must gain corporate buy, in order
to transcend the functional silos.
11. Social CRM programs must
gain corporate buy in order to
transcend the functional silos
Service Customer
Marketing Sales Innovation IT Collaboration
& Support Experience
Rapid Social Seamless
Proactive Social Rapid Social Innovations Technologic Collaboration
Marketing Customer
Lead Generation Response Insights Insights Insights
Response Experience
Social Marketing Social Sales Social Support Crowdsourced Enterprise VIP
IT Collaboration
Insights Insights Insights R&D Collaboration Experience
Social Campaign Rapid Social Peer-to-Peer Social Campaign Extended
Software Enabler
Tracking Sales Response Unpaid Armies Tracking Collaboration
Social Event
Management
12. If there is no alignment between the different
departments of the organization, Social CRM fails and
leads to a communication disaster!
Innovation Customer
Sales
Experience
Marketing Service Collaboration
& Support IT
Innovations Seamless
Proactive Social Insights
Lead Generation Customer
Rapid Social Collaboration Experience
Marketing Rapid Social Technologic Insights
Response Response Insights
Crowdsourced
Social Sales R&D VIP
Insights Experience
Social Marketing Enterprise
Insights Social Support Social Campaign Collaboration
Insights IT Collaboration
Rapid Social Tracking
Sales Response
Social Campaign Extended
Tracking Peer-to-Peer Collaboration
Unpaid Armies Software Enabler
Social Event
Management
13. Organizations are already
doing Social CRM
(Facebook pages, blogs,
Twitter), but without a
correct strategy, this will
lead to failure.
23. … but they are forgetting the
most important value:
The Customer
24. You must apply all the principles of the CRM
to the social media channels
Standardize processes
Register all the conversations
Organizations Differentiate the communication Customers
Differentiate the offer
Personalize the Conversation
and build a relationship of trust …
27. …because they are failing in the strategy of
CRM, since the conversations on Social Media
are not being taken care of.
28. Do You Still
Want to
Be “Deaf” to
the Social
Conversations?
29. Currently Brands are on 3 different
levels of “listening”
Thru Third Media
None Party Monitoring
(Reporting) (Reporting)
30. But there is a 4th level of listening, that ...
... Identifies each Customer
... Monitors the Conversations
... Listen to each Customer
... Engage with each Customer
... and Lead the Conversations
... to be on the Social Media
32. Let’s keep the conversation
going or comment this talk,
tweet me @jteixeirasilva at
#scrm
Jorge Teixeira da Silva
Business Intelligence Executive @ DRI www.dri-global.com
jorge.teixeira.silva@dri.pt +351 21 715 30 55
@jteixeirasilva info@dri.pt
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