This document discusses social CRM, which involves using social media and user generated content to understand customers better and enhance customer engagement, experience, and relationships. It describes how social media is digital, proactive, networked, visible, real-time, and ubiquitous. It explains that social software adoption at enterprises starts with using social tools to solve problems but can expand to social learning and innovation. The document outlines how social media supports all aspects of the customer relationship process from acquisition to retention to enhancement. It presents social CRM as understanding customers through social listening, engaging customers on social networks, collaborating with customers, and measuring customer feedback and business outcomes.

1. Social CRM
#ISS10
Prem Kumar Aparanji
Evangelist – Social CRM
December 2010
©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.

2. Understanding “Social”
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3. Characteristics
Digital
• No costs (production/distribution)
• No „gatekeepers‟ (publishing)
Pro-active
• Articulation (reviews, fan sites)
• Co-creation („beta‟ testing, reporting flaws, ideating, helping other
users)
Networks
• Explicit (Social Networking/Gaming/etc. sites)
• Implicit (Communication/transaction patterns)
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4. Characteristics (contd.)
Visible
• What (user generated content can be seen by others)
• Where (services can see location of user)
Real-time & Memory
• Consumed at the time of production
• Available indefinitely
Ubiquitous
• Mobiles
• Internet of Things
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5. “Social” @ Enterprises
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6. The Value & Values for Enterprises
Scope of participation
extends to Employees, Innovation
Customers & Society
Learning
Tasks
Social software adoption starts with tasks (problem
solving) and moves to social learning & innovation
– John Hagel III
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7. The Social Customer
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8. Customer Relationships
Acquire Retain Enhance
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9. The Social Customer
WOM
Complaints
referral
Co-creation Transaction
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10. Social CRM Yatra
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11. Social CRM
Social Media
User Generated
Broadcast Listen Real Time
Content
Social Networks
Communities WOM, Viral Collaborate Influence
Social CRM
Understand Customer Customer Measure Measure
Customers Engagement Experience Customers Outcomes
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12. Thank you
@prem_k
http://j.mp/prem_k
©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.