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Apresentação de Tom Schuster. O General Manager da SugarCRM para a região EMEA na sua intervenção demonstrou como fazer do seu negócio um negócio social - capturar dados de clientes, envolver-se em conversas com clientes e incrementar os seus processos internos através da utilização do Social CRM. Os participantes tiveram oportunidade de aprender como: - Descobrir os canais de Social Media que os seus clientes estão a usar; - Envolver-se com os clientes de forma significativa para todos; - Capturar dados de clientes do Social Media no CRM; - Gerar receitas e construir a reputação da marca. Esta apresentação decorreu no dia 12 de Outubro de 2011 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration 2011, o evento dedicado ao Social CRM organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM e Platinum Partner da Lithium em Portugal. Obtenha mais informações em www.eventocrm.com
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©2011 SugarCRM Inc. All rights reserved.
Social Business and Social CRM
Tom Schuster General Manager
SugarCRM Europe, Middle East, Africa
©2011 SugarCRM Inc. All rights reserved.
Social Business and Social CRM
AGENDA • The business context
• The essential characteristics
• Getting started • A live example
• Recommendation
©2011 SugarCRM Inc. All rights reserved.
Evolution of the CRM Landscape
©2011 SugarCRM Inc. All rights reserved.
Complex Social Buying Model
©2011 SugarCRM Inc. All rights reserved.
CRM
Put the customer at the center
©2011 SugarCRM Inc. All rights reserved.
Customer Relationship Management
©2011 SugarCRM Inc. All rights reserved.
CRM is about Customers
©2011 SugarCRM Inc. All rights reserved.
CRM is about Acquiring, Retaining and Growing
Customers
05/08/09 ©2009 SugarCRM Inc. All rights reserved.
©2011 SugarCRM Inc. All rights reserved.
Enable the sales edge
SALES EDGE CUSTOMERS INNER CORE
SALES
CUSTOMER SERVICE
CALL CENTER
MARKETING
©2011 SugarCRM Inc. All rights reserved.
Introducing Social CRM
©2011 SugarCRM Inc. All rights reserved.
CRM Made Social: Enable the customer edge
SALES EDGE CUSTOMERS
SALES
CUSTOMER SERVICE
CALL CENTER
MARKETING
©2011 SugarCRM Inc. All rights reserved.
Social CRM
Social CRM is an extension of, not a
replacement for, CRM
©2011 SugarCRM Inc. All rights reserved.
CRM made Simple
05/08/09
©2011 SugarCRM Inc. All rights reserved.
Open
Intuitive
Flexible
CRM Made Simple Social CRM
©2011 SugarCRM Inc. All rights reserved.
6 Steps to Getting started with Social CRM
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
©2011 SugarCRM Inc. All rights reserved.
Technology " Open Systems " Users Have Control " Web Standards " Reasonable, predictable cost
Open
Community " Hundreds of Extensions " Qualified Partners
Social CRM
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
10/16/11 ©2011 SugarCRM Inc. All rights reserved. 18
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
©2011 SugarCRM Inc. All rights reserved.
For Users
" Web 2.0 User Experience " Works the Way YOU Work
Intuitive
For Administrators " Simple Customisation " Seamless Upgrades
Social CRM
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
©2011 SugarCRM Inc. All rights reserved.
360 Degree View of the Customer
CRM Activities • Customer Support • Marketing • Sales
External data sources • ERP • Market Data • HR
Specialised Tools • Web Analysis • Business Intelligence
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
©2011 SugarCRM Inc. All rights reserved.
Flexible
RUN ANYWHERE • Any Device • Any Platform • Any Cloud
Social CRM Cloud 2.0
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools Step 6: Use the Social Tools of choice
Social CRM
©2011 SugarCRM Inc. All rights reserved. 10/16/11 ©2011 SugarCRM Inc. All rights reserved. 25
Collaboration Conferencing
Step 5: Provide collaboration tools
©2011 SugarCRM Inc. All rights reserved.
Getting started with Social CRM
©2011 SugarCRM Inc. All rights reserved.
Step 1: Implement an Open CRM System Step 2: Customise the user interface and processes
Step 3: Integrate the essential back end systems
Step 4: Implement a flexible infrastructure Step 5: Provide collaboration tools
Step 6: Use the Social Tools of choice
Social CRM
©2011 SugarCRM Inc. All rights reserved.
©2011 SugarCRM Inc. All rights reserved.
Enter Friend Details in Facebook
©2011 SugarCRM Inc. All rights reserved.
Add Interactions in Sugar from Facebook
©2011 SugarCRM Inc. All rights reserved.
Match Event Attendees with Contacts in Sugar
©2011 SugarCRM Inc. All rights reserved.
Contact Profile Page
©2011 SugarCRM Inc. All rights reserved.
Write Comments to Facebook Wall from Sugar
©2011 SugarCRM Inc. All rights reserved.
Link Existing Contacts to Facebook Friends
©2011 SugarCRM Inc. All rights reserved.
Type the names of Facebook friends
©2011 SugarCRM Inc. All rights reserved.
Facebook Friend Request
©2011 SugarCRM Inc. All rights reserved.
Entering interactions
©2011 SugarCRM Inc. All rights reserved.
Mobile Interactions
©2011 SugarCRM Inc. All rights reserved.
“Our newly updated REACH database program powered by Sugar Professional even features a mobile application that allows students and professionals to track their interactions and relationship-building in the fast paced and constantly changing world in which our college students live.” Wayne L. Firestone President, Hillel: The Foundation for Jewish Campus Life
©2011 SugarCRM Inc. All rights reserved.
Social Business and social CRM
" Start with the customer
" Choose an Open CRM System
" Enable a flexible, Cloud 2.0 infrastructure
" Integrate Collaboration and conferencing
" Allow Users to use their social tools of choice
©2011 SugarCRM Inc. All rights reserved.
The Sweeter Road Microsoft Oracle SFDC
©2011 SugarCRM Inc. All rights reserved.
Thank you
Tom Schuster tschuster@sugarcrm.com
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