CRM in the age of the Social Web

Mitch Lieberman

First - What is CRM?(Customer Relationship Management)

CRM

• is core contact management, only it requires planning,

Name, Address, Phone #, Email Address

• is a place to store transactions and history,

Orders, Invoices, Issues, Communications

• is a place to manage future business/pipeline,

Prospects, Leads, Opportunities, Campaigns

• or simply something sales people complain about?

Because they do not understand what’s in it for them!

Departments, unfortunately are rarely aligned

CRM is important, but has too strong an internal focus

Technology is also important, but CRM is a little too much about Tools

Second - What is the Social Web?(nope, not Spiderman’s bachelor party)

Social Web

• It is partly about Social Networks,

Facebook, Twitter, Linkedin, Ning, Hi5

• It is a little bit about Web 2.0?

YouTube, Flickr, FourSquare, WordPress

• It needs to include Social Media?

How the people above communicate

• But a key element includes the Social Customer?

The hyper-connected, vocal, collaborative, mobile “I trust my peers more than advertising” consumer?

Customers and Prospect ‘hang out’ at various locations.

Establishing trust is job #1 for the entire organization(psst, this needs to happen before they buy from you)

Trust me? Uhh ?!?

@Lucy not nice #fail #scrm #football

Image by:Textualcreations.ca

You need to invite your customer into your ecosystem

Customer

Partners

Suppliers

Company

The challenge is that it requires a change in Focus

Old Organization + New Technology = Old Expensive Organization

Business Challenges• Pace of Change – Senior Management• Pace of Change – Organizational readiness• Chicken and Egg• Cultural Change of the Organization• Keeping up with Customer Expectations

Technology Challenges

• Pace of Change – Information Technology• Location– Cloud, SaaS, On-Premise• What are the customers doing?• Data Silos (Departments, 3rd Parties)• Coordination

How do we Proceed?

Some vendors call it Sales 2.0Some consultants call it CRM 2.0Many people call it Social CRM No matter what you call it, it requires

change– Change in Culture, – Change in Process,– Change in Technology

CRM

Action / Reaction / Management (ARM) Process

Action / Reaction / Management (ARM) Process

•Listen Active, Passive, Search, Monitor

•Catalog Note, Save, Store, Archive

•Identify Customer, Prospect, Influencer,

•Type Transaction, Interaction

•Listen Active, Passive, Search, Monitor

•Catalog Note, Save, Store, Archive

•Identify Customer, Prospect, Influencer,

•Type Transaction, Interaction

Action / Reaction / Management (ARM) Process

•Traditional In Person, Phone, Mail

•ElectronicFax, Email, Forum

•Social Web Text, Tweet, Blog

•Community Amazon, Facebook, Private

•Traditional In Person, Phone, Mail

•ElectronicFax, Email, Forum

•Social Web Text, Tweet, Blog

•Community Amazon, Facebook, Private

Action / Reaction / Management (ARM) Process

•Perceived Emotion Real, Staged

•ExpectationsImmediacy, Urgency

•Degree of Sociability(Discussed later)

•Scale 1 on 1 or Many to Many

•Perceived Emotion Real, Staged

•ExpectationsImmediacy, Urgency

•Degree of Sociability(Discussed later)

•Scale 1 on 1 or Many to Many

Action / Reaction / Management (ARM) Process

•Demographics Name, Location, Family

•Interaction HistoryCampaigns, Support Cases

•Transaction HistoryPurchases, Proposals

•Sociographics The Social Web

•Demographics Name, Location, Family

•Interaction HistoryCampaigns, Support Cases

•Transaction HistoryPurchases, Proposals

•Sociographics The Social Web

Action / Reaction / Management (ARM) Process

•Extension of CRM Same logic applies

•DynamicChannels change

•FlexibleHuman element

•Complex Yeah….

•Extension of CRM Same logic applies

•DynamicChannels change

•FlexibleHuman element

•Complex Yeah….

Business Rules

Action / Reaction / Management (ARM) Process

•External Customer, Community

•InternalDepartment, Product, KB

•Always?Internal=yes, External=no

•External Customer, Community

•InternalDepartment, Product, KB

•Always?Internal=yes, External=no

Action – External/Internal

Degrees of Social Interactions

• Transactional / Monologue • Request / Call• Passive / Venting • One-Sided Dialogue • Information Seeker / Social

Pressure • Active / Engaged • Community Driven • Specific Intent / Cross Channel

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The Customer is Changing. Is Your Company?

The traditional customer is the one we all were as recently as a decade ago.  We bought products and services and based our decisions on utility and price.  We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.  But that customer changed because of a social change in the early part of the millennium.  The customer seized control of the business ecosystem and it was never the same.“

~ Paul Greenberg, Author of CRM at the Speed of Light

Collaborators

Thanks!Mitch Lieberman

What is Social CRM?

“Social CRM is a philosophy & a businessstrategy, supported by a technology platform,business rules, workflow, processes & socialcharacteristics, designed to engage thecustomer in a collaborative conversation inorder to provide mutually beneficial value in atrusted & transparent business environment.It’s the company's response to the

customer’sownership of the conversation."

~ Paul Greenberg, Author of CRM at the Speed of Light