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For PGDM Marketing students of BK SchoolNov 2011www.profmanishparihar.blogspot.com
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Customer Relationship Management
www.profmanishparihar.blogspot.com
The Basics of Customer Relationship
Management (CRM)
Have more choices than ever
Expect immediate, high quality, personalized 24-7 service
Are expected
to do MORE…
with the same or FEWER
resources
Plan, program, market, sell and
serviceSMARTER
With faster, better, more personalized
service?
Good Information
CRM is about…
finding customerscollecting info about them along the way
using that info to enhance their experience and foster long-term relationships
What are their needs?
Do you offer programs/products in response to their needs?
…or your organization’s convenience?
Source: OSAT
Positioning Your Organization for CRM
Information flow
Customer contact
Decision-making
Many organizations place customers in the hands of entry-level staff who are…
Poorly trainedPoorly paidLacking information to do their jobs
No longer just a communication channel
Customers interacting with your site are interacting with your business
Are the people creating your website’s content poorly trained, poorly paid and lacking information?
The Role of Technology in CRM
CRM is a philosophy that issupported and enhanced by technology
CRM, Marketing Strategy and Measurement
AWARENESS
PURCHASE
SHOPPING
INFO SEEKING
What do they know about you?
Will you be on their short list?
Consider the 4 CsCustomer, cost, convenience, communication
How difficult do you make it?
Traditional Marketing Funnel
Goal is to move people through the funnel
Success measured by conversion rate
# people at one stage/ # people at the priorConversion rates higher as you move downMay vary by segment, program, strategy,etc.
On avg 0.5% of strangers become customers
The new age customer is much more informed and much better connected with OTHER customers through the new age WEB 2.0 technologies(eg. Social media)..
This has given rise to the concept of Social CRM..
Social Media – Social CRM
Source: Rick Mans - Social Media Evangelist
A paradigm shift in internet…
Publishing is complex and limited to few traditional media and online
merchants
Value is created by aggregating content
(portals)Easy and free publication for all
Value is generated by tools allowing to publish easily
Mai
nly
narr
ow b
and
Mai
nly
Broa
dban
d
2004 2005
Traditional media
Alternative media
Google search
Flickr
Wikipedia
netvibes
Web 1.0 Web 2.0
Technology and social factors have converged over the past few years to create a phenomenon called social computing
TECHNOLOGY Cheap hardware and software reach the masses. Simple devices that anyone can operate.
SOCIAL CHANGE Consumers look for cost and time efficient technologies, ways to make their voices heard. Younger techno savvy generations pioneer the use of personal networks and viral communication.
Source: Forrester (2006) – Social Computing.
Internet statistics
100 billion – The number clicks per day 55 trillion – links on the Internet 5% - The percentage of global electricity used for the Internet 90 trillion – The number of emails sent in 2009 81% – The percentage of emails that were spam. 200 billion – The number of spam emails per day (assuming 81% are
spam).
1 million - IM messages per second 8 terabytes – Traffic per seconde 234 million – The number of websites as of December 2009. 47 million – Added websites in 2009.
Social Media statistics
24 – Hours of video uploaded every minute onto YouTube
600k - new members on Facebook per day
900.000 -The number of blogs posts put up every day
700 million – The number of photos uploaded per day on Facebook
400 million – People on Facebook. 50% – Percentage of Facebook
users that log in every day. 500,000 – The number of active
Facebook applications. 84% – Percent of social network
sites with more women than men.
1,73 billion – Internet users worldwide (September 2009).
18% – Increase in Internet users since the previous year.
126 million – The number of blogs on the Internet (as tracked by BlogPulse).
27.3 million – Number of tweets on Twitter per day (November, 2009)
57% – Percentage of Twitter’s user base located in the United States.
4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user).
1800 – only this many people are following Rick Mans
The Intelligence is in the Connections
Connections between people
Conn
ectio
ns b
etw
een
Info
rmati
on
Social Networks
Groupware
JavascriptBlogging
Databases
File Systems
HTTPKeyword Search
USENET
Wikis
Websites
Directory Portals
2009
Web 1.0
1999
1989
PC Era1977
RSS Widgets
PC’s
2018
Office 2.0
XML
RDF
SPARQLAJAX
FTP IRC
SOAP
Mashups
File Servers
Social Media
Lightweight Collaboration
ATOM
Web 3.0
Web 4.0
Semantic SearchLifestreaming
Natural Language Search
Intelligent personal agents
JavaSaaS
Web 2.0 Flash
OWL
HTML
SGMLSQL
Gopher
P2P
The Web
The DesktopWindows
MacOS
SWRL
OpenID
BBS
VR
Semantic Web
The Internet
Social Web
Web OS
Real-Time Web
Intelligent Web
Microblogging
Memetrackers
Online ServicesConsumer online services
Multimedia CDROMs
Activity streams
Virtual worlds
HUMAN INTERACTION IN A VIRTUAL WORLD
Social Media is
http://www.flickr.com/photos/greenboy/416052683/
who are you? who are you? (as a customer)(as a customer)
A new generation
Generation Y, The Millenials, Digital Natives… the future generations are infinately
connected, born and raised digital, and favour values such
as connectedness / community, environmental awareness, authenticity,
freedom and friendship above all else.
What does this mean for a company
Generation Y, The Millenials, Digital Natives… the future generations are infinately
connected, born and raised digital, and favour values such
as connectedness / community, environmental awareness, authenticity,
freedom and friendship above all else.
What does this mean for a company
Cut and paste Generation: Today’s youth create their own authentic style but combining different styles. Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony. Digitale Generatie: Todays youth … Jongeren van nu vinden het leven in de virtuele wereld even vanzelfsprekend als daarbuiten; de
eerste generatie die opgroeit met digitale media. My Media Generation: Today’s youth have three basic needs: community, selfexpression and personalisation; the first 'global'
generation That can customize everything to its own taste and wants. Generatie Einstein: Todays youth is smarter, stronger and more social: the first positive generation!
Generation V
Generation Virtual is used to describe a growing online culture in
which people participate, often anonymously, through
personas in a flat, virtual environment. Generation Virtual is not
defined by age, gender, social demographics or geographic
location. It is based on demonstrated accomplishments
(merit) and an increasing preference for the use of digital
media channels to discover information, build knowledge
and share insights.
Generation Virtual is used to describe a growing online culture in
which people participate, often anonymously, through
personas in a flat, virtual environment. Generation Virtual is not
defined by age, gender, social demographics or geographic
location. It is based on demonstrated accomplishments
(merit) and an increasing preference for the use of digital
media channels to discover information, build knowledge
and share insights.
The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087
Or in a more visual wayMultiple Online Personas
http://www.flickr.com/photos/naturalturn/3264726560/
THE END THE END OF THE WEB OF THE WEB AS WE KNOWAS WE KNOW
The Internet and its attendant array of consumer devices, networks and content sources have fundamentally changed how customers, employees and partners expect to interact with the enterprise (Gartner CIO survey 2008/2009).
INTERNET RETAILING IS RESPONSIBLE FOR CIRCA 10% OF TOTAL SALES, THIS IS EXPECTED TO GROW NOT SHRINK
HOWEVER, SOCIAL MEDIA AND NETWORKS INFLUENCE A VERY SIGNIFICANT PORTION (GREATER THAN 40%) OF ALL OFFLINE SALES.
The Historic Focus of CRM projects vs How Customers buy things today
Social CRM
Social CRM is your existing CRM plus the ability to leverage the social web and kick start, manage and ultimately automate the conversation process. Its power lies in the ability for all parts of the organisation but mostly customer services and sales/marketing teams to listen in on conversations (social voyeurism), craft compelling messages, join in on customer conversations (Twitter is being increasingly used in this context) and offer people added value information in real time.
Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.
It’s the company’s response to the customer’s ownership of the conversation
Building meaningful relationships
With your friends and colleaguesWith people you don’t know (yet)Build trust
www.profmanishparihar.blogspot.com
Source:Rick Mans
rick.mans@capgemini.com+31 6 512 10 144
http://twitter.com/rickmanshttp://www.linkedin.com/in/rickmans
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