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CRM 2.0 - Social CRM - The New Discipline

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Michael Moir
Michael Moir

The document discusses social customer relationship management (CRM). It defines social CRM as monitoring, engaging, and managing conversations and relationships with customers and influencers across digital channels. It outlines key business objectives for social CRM like fostering dialogue and promoting advocacy. It also discusses frameworks for listening to customers, engaging with them, and taking action based on insights. Finally, it provides examples of planning workshops and use cases to help organizations develop social CRM strategies and processes.

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CRM 2.0 Series mikemoir.com Social CRM “The New Discipline” @mikemoir From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Social CRM Defined “A process to monitor, engage and manage conversations and relationships with prospective and existing customers and influencers across the internet, social networks and digital channels.” Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Driving Business Objectives for Social CRM Business Objectives Objective Key Performance Indicators Leading Vendors 1 •  Share of Voice Radian6, Scout Labs, Alterian SM2, Foster Dialog Visible Technologies •  Audience Engagement •  Conversation Reach 2 •  Active Advocates Filtrbox (Jive), Randian6, Coremetrics Promote Advocacy •  Advocate Influence •  Advocacy Impact 3 •  Resolution Rate Flitrbox, Rightnow, Salesforce, Facilitate Support OpinionLab •  Resolutions Time •  Satisfaction Score 4 •  Topic Trends Cymfony, Flitrbox, Randian6, ScoutLavs, Spur Innovation Visible Technologies, Social Radar •  Sentiment Ratio •  Idea Impact Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Customer Engagement Framework 1) Listening 2) Engaging 3) Acting “What Are They Saying?” “Engaging In The Conversation” “Integrating Into The Organization” Monitoring Brand/Product/Topic Trends, Influencer and Prospect Engagement, Co- Customer Service Feedback, Product & Activities Identifying Influencers, Conversations, Marketing Insights, Ongoing Optimization of Innovation, Awareness, Support, Brand Moderated Panels, Surveys, Quick Polls, Connection, Customer Service Engagement Programs, Correlated Impact to Listen to feedback Business, Distributing To Organization •  Research •  Marketing/Advertising •  Marketing/Advertising Groups •  Consumer Insights •  Sales •  Customer Service Involved •  Brand Management •  PR •  R&D •  Sales •  Customer Service •  Product Teams •  Customer Service •  Product Engineering •  PR •  Marketing/Advertising •  Research Solution •  Brand Monitoring Tools •  Communities •  Q&A •  Survey/Polls •  Social Networks •  Innovation Communities Enablers •  Customer Panels •  Blogs •  Wikis •  Research Communities •  Media Sharing Sites •  Forums •  Clickstream Behavioral Tracking •  Viral Tools •  Suggestion Boxes •  Engagement Tools •  Customer Engagement Metrics •  Customer Engagement Metrics •  Marketing/Sales Performance Measurement •  Brand Sentiment •  Profitability •  Ideas/Insights •  Influencers •  Growth •  Customer Service Metrics •  Trends/Insights •  Retention •  Financial & Operational Metrics •  Net Promoter Score Copyright © 2010 Mike Moir Consulting
Organization Engagement - Baseline Process Social Web Listening Social CRM Tool CRM Team profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
Organization Engagement - Baseline Process Social Web Listening Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
Organization Engagement - Baseline Process Social Web Listening Acting Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
Organization Engagement - Baseline Process Social Web Listening Acting Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Engaging Loyalty Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Listening/Engagement Tool (Radian6) Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Organizational Planning
CRM 2.0 Series mikemoir.com Social CRM – Functional Systems Social Insights Service & Sales Innovation Collaboration Marketing Support Marketing Sales Service Innovation Collaboration Insights Insights Insights Insights Insights Marketing Sales Service Crowdsourced Enterprise Response Response Response R&D Collaboration Social Social Lead Peer-to-Peer Extended Campaign Tracking Generation Support Collaboration Social Events Management Source: Altimeter Group Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Social CRM – Functional Systems Vendors Example Social Insights Service & Marketing Sales Innovation Collaboration Support Marketing Sales Service Innovation Collaboration Insights Insights Insights Insights Insights Marketing Sales Service Crowdsourced Enterprise Response Response Response R&D Collaboration Social Social Lead Peer-to-Peer Extended Campaign Tracking Generation Support Collaboration Social Events Management Source: Altimeter Group Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Listening: 5 keys to enabling social insights Process Description Vendors 1 Provides listening capabilities to filter out noise from the social sphere. Biz360, Buzzmetrics Monitoring Encapsulate both metrics and measurement. Extract insights making (Nielsen), Cymfony, measurement more effective. Radian6, SAS Institute, Scoutlabs. Visible Technologies Brand monitoring software that monitors and scrapes the social web, has team based workflows and connects to existing CRM databases. 2 Mapping solutions identify relationships. Due to lack of single identity, companies Facebook (profiles), Gigya, Mapping must link social profiles to customer records to provide a holistic experience. Google (profiles), OpenID, SalesView, Spredfast, Sprinklr First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles. 3 Management systems bring CRM processes to life. Without a purpose, social data CoTweet Infor, KANA, Oracle, Management is unactionable. RightNow Technologies, SAP, SAS, Business rules and processes are needed to triage the right information to the SugarCRM right teams in realtime. Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks. 4 Middleware technologies glue the social world to the enterprise. Social CRM Boomi, D&B Purisma, IBM, Middleware connects to nearly every customer facing system. Data will have to seamlessly Informatica, Oracle, flow between systems, and advanced dashboards that Pervasive, Progress provide intelligence. Software, SAS DataFlux, SOA Software, Software AG, TIBCO Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems. 5 What you can’t measure you can’t improve, therefore organizations must be able IBM Cognos, Information Measurement to benchmark what’s been done. Builders, Microsoft, Oracle Hyperion QlikView, SAP Advanced dashboards that provide intelligence. Measure based on business Business Objects, SASInstitute objective like iimproved satisfaction,spread of message. Source: Altimeter Group
CRM 2.0 Series mikemoir.com Social CRM - Planning Workshop Sample Agenda Discovery •  What social information and people does your audience rely on? •  What influences your customers? What do they trust? •  Where are your customers are online? •  Listen and understand their social behaviors •  How do your customers use social in the context of your products/service •  What are your competitors doing with social? •  What disruptive technologies exist that might be valuable? Opportunity Assessment •  Develop / Prioritize Social Use Cases (** See “Use Case Stimulation List”) •  Determine what social technologies could be used to support use cases Organizational Readiness •  What is your company already doing in social (people, process, tools, reporting, policies) •  What social data do you currently capture on your customers? •  Develop social framework for taking action on response scenarios •  Discuss organization framework required to support process (hub & Spoke) •  Identify possible pilots project opportunities, champions, stakeholders Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com Social CRM - Planning Workshop Opportunity Assessment – Sample Use Cases - For Stimulation 1.  Finding Customers and Prospects at “watering holes” 2.  Defend the Brand 3.  Monitoring reaction to marketing campaigns 4.  Manage events on social, before, during, after event 5.  Identify and activate key influencers 6.  Nurture peer to peer lead generation (referrers, testimonials, ambassadors) 7.  Gain valuable customer support insights from social channels 8.  Crowdsource innovation and feedback 9.  Harness innovation and product/service value from social channels 10.  Cross-share customer conversations, thought enterprise for better responsiveness 11.  Build awareness through conversation 12.  Engage with individuals to gauge response to idea 13.  Foster peer led customer support Copyright © 2010 Mike Moir Consulting
CRM 2.0 Series mikemoir.com This presentation was brought to you by Mike Moir. I help companies develop programs and design online experiences to build successful relationships with their audiences. I am a marketing strategist, web product manager and social media professional. If you would like more information please contact me. www.mikemoir.com Copyright © 2010 Mike Moir Consulting

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CRM 2.0 - Social CRM - The New Discipline

  • 1. CRM 2.0 Series mikemoir.com Social CRM “The New Discipline” @mikemoir From the CRM 2.0 Series Copyright © 2010 Mike Moir Consulting
  • 2. CRM 2.0 Series mikemoir.com Copyright © 2010 Mike Moir Consulting
  • 3. CRM 2.0 Series mikemoir.com Social CRM Defined “A process to monitor, engage and manage conversations and relationships with prospective and existing customers and influencers across the internet, social networks and digital channels.” Copyright © 2010 Mike Moir Consulting
  • 4. CRM 2.0 Series mikemoir.com Driving Business Objectives for Social CRM Business Objectives Objective Key Performance Indicators Leading Vendors 1 •  Share of Voice Radian6, Scout Labs, Alterian SM2, Foster Dialog Visible Technologies •  Audience Engagement •  Conversation Reach 2 •  Active Advocates Filtrbox (Jive), Randian6, Coremetrics Promote Advocacy •  Advocate Influence •  Advocacy Impact 3 •  Resolution Rate Flitrbox, Rightnow, Salesforce, Facilitate Support OpinionLab •  Resolutions Time •  Satisfaction Score 4 •  Topic Trends Cymfony, Flitrbox, Randian6, ScoutLavs, Spur Innovation Visible Technologies, Social Radar •  Sentiment Ratio •  Idea Impact Copyright © 2010 Mike Moir Consulting
  • 5. CRM 2.0 Series mikemoir.com Customer Engagement Framework 1) Listening 2) Engaging 3) Acting “What Are They Saying?” “Engaging In The Conversation” “Integrating Into The Organization” Monitoring Brand/Product/Topic Trends, Influencer and Prospect Engagement, Co- Customer Service Feedback, Product & Activities Identifying Influencers, Conversations, Marketing Insights, Ongoing Optimization of Innovation, Awareness, Support, Brand Moderated Panels, Surveys, Quick Polls, Connection, Customer Service Engagement Programs, Correlated Impact to Listen to feedback Business, Distributing To Organization •  Research •  Marketing/Advertising •  Marketing/Advertising Groups •  Consumer Insights •  Sales •  Customer Service Involved •  Brand Management •  PR •  R&D •  Sales •  Customer Service •  Product Teams •  Customer Service •  Product Engineering •  PR •  Marketing/Advertising •  Research Solution •  Brand Monitoring Tools •  Communities •  Q&A •  Survey/Polls •  Social Networks •  Innovation Communities Enablers •  Customer Panels •  Blogs •  Wikis •  Research Communities •  Media Sharing Sites •  Forums •  Clickstream Behavioral Tracking •  Viral Tools •  Suggestion Boxes •  Engagement Tools •  Customer Engagement Metrics •  Customer Engagement Metrics •  Marketing/Sales Performance Measurement •  Brand Sentiment •  Profitability •  Ideas/Insights •  Influencers •  Growth •  Customer Service Metrics •  Trends/Insights •  Retention •  Financial & Operational Metrics •  Net Promoter Score Copyright © 2010 Mike Moir Consulting
  • 6. Organization Engagement - Baseline Process Social Web Listening Social CRM Tool CRM Team profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
  • 7. Organization Engagement - Baseline Process Social Web Listening Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
  • 8. Organization Engagement - Baseline Process Social Web Listening Acting Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Loyalty Copyright © 2010 Mike Moir Consulting
  • 9. Organization Engagement - Baseline Process Social Web Listening Acting Social CRM Tool CRM Team Listening profiles interactions Marketing Business Rules Business Respond Channels history Customer Customers Purchasing transactions Service Customer Service preferences Marketing customer data Product Emails Innovation Feedback Engaging Loyalty Copyright © 2010 Mike Moir Consulting
  • 10. CRM 2.0 Series mikemoir.com Listening/Engagement Tool (Radian6) Copyright © 2010 Mike Moir Consulting
  • 11. CRM 2.0 Series mikemoir.com Organizational Planning
  • 12. CRM 2.0 Series mikemoir.com Social CRM – Functional Systems Social Insights Service & Sales Innovation Collaboration Marketing Support Marketing Sales Service Innovation Collaboration Insights Insights Insights Insights Insights Marketing Sales Service Crowdsourced Enterprise Response Response Response R&D Collaboration Social Social Lead Peer-to-Peer Extended Campaign Tracking Generation Support Collaboration Social Events Management Source: Altimeter Group Copyright © 2010 Mike Moir Consulting
  • 13. CRM 2.0 Series mikemoir.com Social CRM – Functional Systems Vendors Example Social Insights Service & Marketing Sales Innovation Collaboration Support Marketing Sales Service Innovation Collaboration Insights Insights Insights Insights Insights Marketing Sales Service Crowdsourced Enterprise Response Response Response R&D Collaboration Social Social Lead Peer-to-Peer Extended Campaign Tracking Generation Support Collaboration Social Events Management Source: Altimeter Group Copyright © 2010 Mike Moir Consulting
  • 14. CRM 2.0 Series mikemoir.com Listening: 5 keys to enabling social insights Process Description Vendors 1 Provides listening capabilities to filter out noise from the social sphere. Biz360, Buzzmetrics Monitoring Encapsulate both metrics and measurement. Extract insights making (Nielsen), Cymfony, measurement more effective. Radian6, SAS Institute, Scoutlabs. Visible Technologies Brand monitoring software that monitors and scrapes the social web, has team based workflows and connects to existing CRM databases. 2 Mapping solutions identify relationships. Due to lack of single identity, companies Facebook (profiles), Gigya, Mapping must link social profiles to customer records to provide a holistic experience. Google (profiles), OpenID, SalesView, Spredfast, Sprinklr First, find existing public profiles to match, like LinkedIn and Google profiles. Additional database fields must be created that match customer records to social profiles. 3 Management systems bring CRM processes to life. Without a purpose, social data CoTweet Infor, KANA, Oracle, Management is unactionable. RightNow Technologies, SAP, SAS, Business rules and processes are needed to triage the right information to the SugarCRM right teams in realtime. Tie back the social world and channels to existing innovation, marketing, sales, support and service processes. Triage profiles to create prioritization frameworks. 4 Middleware technologies glue the social world to the enterprise. Social CRM Boomi, D&B Purisma, IBM, Middleware connects to nearly every customer facing system. Data will have to seamlessly Informatica, Oracle, flow between systems, and advanced dashboards that Pervasive, Progress provide intelligence. Software, SAS DataFlux, SOA Software, Software AG, TIBCO Apply technologies such as complex event processing, business process management, business rules, workflows, data integration, and process orchestration among disparate systems. 5 What you can’t measure you can’t improve, therefore organizations must be able IBM Cognos, Information Measurement to benchmark what’s been done. Builders, Microsoft, Oracle Hyperion QlikView, SAP Advanced dashboards that provide intelligence. Measure based on business Business Objects, SASInstitute objective like iimproved satisfaction,spread of message. Source: Altimeter Group
  • 15. CRM 2.0 Series mikemoir.com Social CRM - Planning Workshop Sample Agenda Discovery •  What social information and people does your audience rely on? •  What influences your customers? What do they trust? •  Where are your customers are online? •  Listen and understand their social behaviors •  How do your customers use social in the context of your products/service •  What are your competitors doing with social? •  What disruptive technologies exist that might be valuable? Opportunity Assessment •  Develop / Prioritize Social Use Cases (** See “Use Case Stimulation List”) •  Determine what social technologies could be used to support use cases Organizational Readiness •  What is your company already doing in social (people, process, tools, reporting, policies) •  What social data do you currently capture on your customers? •  Develop social framework for taking action on response scenarios •  Discuss organization framework required to support process (hub & Spoke) •  Identify possible pilots project opportunities, champions, stakeholders Copyright © 2010 Mike Moir Consulting
  • 16. CRM 2.0 Series mikemoir.com Social CRM - Planning Workshop Opportunity Assessment – Sample Use Cases - For Stimulation 1.  Finding Customers and Prospects at “watering holes” 2.  Defend the Brand 3.  Monitoring reaction to marketing campaigns 4.  Manage events on social, before, during, after event 5.  Identify and activate key influencers 6.  Nurture peer to peer lead generation (referrers, testimonials, ambassadors) 7.  Gain valuable customer support insights from social channels 8.  Crowdsource innovation and feedback 9.  Harness innovation and product/service value from social channels 10.  Cross-share customer conversations, thought enterprise for better responsiveness 11.  Build awareness through conversation 12.  Engage with individuals to gauge response to idea 13.  Foster peer led customer support Copyright © 2010 Mike Moir Consulting
  • 17. CRM 2.0 Series mikemoir.com This presentation was brought to you by Mike Moir. I help companies develop programs and design online experiences to build successful relationships with their audiences. I am a marketing strategist, web product manager and social media professional. If you would like more information please contact me. www.mikemoir.com Copyright © 2010 Mike Moir Consulting