1. Social CRM: The New Frontier
of Marketing, Sales and Service

3. Social CRM: The New
Frontier of Marketing,
Sales and Service
The emergence and increasing adopt a “social CRM” strategy. that social media and Web 2.0
usage of social media and Such a strategy will help will not work for all customer
other Web 2.0 tools has them touch customers at needs and segments, even
dramatically altered the many more points and much though they can significantly
ways in which companies earlier in the buying process, alter the role played by more
interact with their customers. often at lower cost than that traditional contact channels.
For instance, buying advice, of more traditional marketing,
In short, social CRM presents
product information and sales and customer service
many opportunities to build a
technical help is increasingly channels. To do so, companies
distinctive capability that can
being disseminated from should embrace the social
serve as a building block of
consumers to other media channels being used
high performance: a method
consumers, in some cases by their customers, identify
to potentially connect more
without involvement or and engage with the “super-
tightly with customers at
oversight by the provider. users” who supply product
lower cost and in a way that
Clearly, this shift presents expertise to other customers,
provides a real differentiation
both opportunities and risks and harness the power of
from competitors.
to companies. advanced analytics to provide
broad insights on customer
To derive greater value from
needs, wants and behaviors.
these new communication
Perhaps most importantly,
channels, companies should
companies must remember
The New Frontier of Marketing Sales and Service | 3

4. Figure 1. As social media has grown in importance, original equipment
manufacturers’ control of the buying and service process has declined.
Control OEM has over
buying/service process
Growth in social media
No Web Early stages Social networking
of Web and cloud explodes
The evolution of call the manufacturer’s call center for
support. The introduction of the Internet
report from The Conference Board
found 77 percent of adult Internet
the Internet and gave consumers more options. They
could access further information on
users considered blogs a good way to
get information about a company or
social media products—as well as limited support
information—via the retailer’s or
product.3
The evolution of social media and other manufacturer’s websites. For most The preceding data reflects a
Web 2.0 tools is having a significant products, though, consumers still had to fundamental shift from a predominantly
impact on both how consumers interact go to a physical store to purchase items “company to consumer” dialogue to
with companies and the level of and call the manufacturer for support. a “consumer to consumer” dialogue.
control such companies have over the Indeed, a recent survey from Forrester
sales, marketing and service of their Today, consumers make their purchases Research found nearly half of online
products. (Although it is difficult to find either via retailers’ or manufacturers’ users say information provided by
consensus on what exactly is meant by sites or retailers’ physical stores. other consumers is more important
“social media,” for the purpose of our However, as social networking and to them than data given by marketers
discussion, the term refers to Internet other Web 2.0 tools have exploded in of products and services.4 In this new
and mobile channels that enable users popularity—a recent study found the world, companies have an opportunity
both to view and create content and to number of social networking users or a threat, depending on how they
share that content with others.) has doubled since 20071—consumers adapt marketing, sales and service
have many new sources of product
Consider the example of original information and buying advice, as well 1 “Number of Social Networking Users Has
equipment manufacturers (see Figure as answers to usage and technical Doubled Since 2007,” Adam Ostrow, July 28,
2009, http://mashable.com/2009/07/28/social-
1). In the pre-Internet days, consumers questions about the products they networking-users-us/
interested in purchasing a product have purchased. According to a recent 2 “Engaging Consumers Online,” DEI Worldwide,
either asked their friends or a retailer study by DEI Worldwide, 70 percent 2008
for advice. They had to go to the of consumers have used social media 3 Executive Action Series, No. 251, Sheri Rothman,
The Conference Board, November, 2007
retailer’s store to buy the item and to get information on a product, 4 “Justifying Social Marketing Spending,” Forrester
brand or company.2 Furthermore, a Research, February 2009
4 | Social CRM

5. "According to a recent study by
DEI Worldwide, 70 percent of
consumers have used social media
to get information on a product, brand
or company. Furthermore, a report from
The Conference Board found 77 percent
of adult Internet users considered blogs
a good way to get information about a
company or product."

6. Figure 2. Consumers’ changing preferences and behaviors have made
online life more complicated for providers of all kinds.
Old World
Banner Website Search
Direct
Phone Call Center
Mail
Lead Gen Rep Phone
New World
Social
Video IP TV
TV
Rating
Sites
Paid
Search
Widgets
entertain inform convert
Website
connect assist
Blogs
Call
Rep
Print Center
Mobile
Email
Organic
Banner Search Community
Lead Gen
Direct
Mail
6 | Social CRM

7. Figure 3. Social CRM changes marketing from a push-through funnel to a real-time dialogue at all
stages of influence.
Forced Message Push "Unlimited" opportunities for dialogue
Awareness Awareness
Consider Consider
Purchase Purchase
Usage Usage
Loyalty Loyalty
Spectrum of opportunity for interaction to
influence choice
Seized opportunity to Untapped opportunity to
influence choice through influence choice through
dialogue/interaction dialogue/interaction
of their own products to a new In addition, because of the speed with engage in a dialogue with prospects or
consumer ecosystem: one in which which customers and information customers much earlier and at many
enthusiasts and detractors can dictate move today, companies must be able more touch points.
customer perception and experience for to incrementally, and very quickly,
manufacturers. improve their operations based on what The collapse of the marketing funnel,
they learn from observing customers. in turn, means the distinctions
between marketing and sales become
Ramifications for As a result, many companies have
shifted the focus of their investments further blurred and, in some cases,
providers from building channel infrastructure
to creating nimble and robust content
disappear entirely. In fact, social media
increasingly is being referred to not
management and data collection and in terms of marketing or sales, but
What are the ramifications of this
analysis capabilities. rather, as an “engagement channel,”
shift? At a high level, the evolution
which incorporates elements of both
of social media has introduced new
From a marketing perspective, the marketing and sales.
contact channels that must be
evolution of social networks and online
integrated into marketing, service and With consumers increasingly relying on
communities has resulted in a collapse
support strategies. However, while third-party sites for usage and technical
of the marketing funnel (see Figure 3).
social networking and social media information, manufacturers must build
How so? Traditional, mainstream
are certainly on the rise, there are still capabilities to strengthen their brands
marketing forces a message through
large groups of customers who do not and customer loyalty via these channels,
the marketing funnel, moving through
communicate via these tools. Therefore, as well as to up-sell and cross-sell
stages from building awareness
differentiated service takes on an even relevant, related products and services,
to earning loyalty. It only allows
greater role because of these new and gather and integrate cross-channel
dialogue and relationship building as
channels. A thorough understanding customer data. Indeed, smart use of
the prospect or customer progresses
of customers’ channel preferences, these third-party channels can become
through the funnel. By contrast, the
combined with insights into the true a powerful way to boost image and
digital revolution, and particularly
value of customers to the business, customer satisfaction while reducing
social media, makes it possible to
must drive how companies interact with CRM operational costs.
each respective segment (see Figure 2).
The New Frontier of Marketing Sales and Service | 7

9. A way forward: with different customer experiences
to discover those that resonate with
and prospects. While such feedback
certainly can provide valuable
social CRM customers. One example is Intuit, which
has successfully embraced and enabled
intelligence on what customers are
thinking, too much focus on one source
What should companies do to a passionate online community of or one segment can lead to a narrow
respond to these changes? They QuickBooks users that since has become or biased perspective. Thus, companies
should start by developing a “social the place to go for customers seeking must integrate the data they gain
CRM” strategy, which Accenture advice and service. Extending this from online channels with other, more
defines as an operating model, commitment to the customer further, holistic quantitative and qualitative
supported by technology and business Intuit recently purchased Mint.com, data gleaned from other sources to
processes, that is designed to engage a provider of free online tools that help paint a more accurate picture of their
customers in a mutually beneficial consumers manage their finances. "With overall customer base.
two-way conversation. Social CRM this transaction, Intuit will gain another
fast-growing consumer brand and a As they develop their social CRM
is a company’s necessary response
highly successful Software as a Service strategies, companies should consider a
to its customers’ transformation
(SaaS) offering that helps people save number of actions they can take within
from spectators (“TV watcher,"
and make money," said Brad Smith, marketing, sales and service to build
"newspaper reader," "Web browser”) to
Intuit CEO. "This move will enhance and strengthen customer relationships.
participants ("product rater," "blogger,"
"ambassador") and their subsequent Intuit's position as a leading provider
co-ownership of the company’s brand. of consumer SaaS offerings that
connect customers across desktop,
A key element of a social CRM online and mobile."5
operating model is a very flexible
framework that allows a company to However, companies also must 5 “Intuit to Acquire Mint.com,” Intuit press
be careful to balance the online release, September 14, 2009, http://about.intuit.
observe what customers are doing com/about_intuit/press_room/press_release/
and saying, and then experiment feedback they gain from customers articles/2009/IntuitToAcquireMint.html
The New Frontier of Marketing Sales and Service | 9

10. "The end of the marketing funnel may
lead to significantly more, earlier, deeper
and richer opportunities to build a
dialogue with prospects and customers,
and can offer an enhanced opportunity to
build relationships and influence choice."
10 | Social CRM

11. Implications of The National Football League also
recently substantially upgraded and
marketing products and services. We
will see fragmentation in engagement
social CRM for expanded its social media presence.
For the 2009 college player draft, the
platforms (for instance, devices such as
mobile, PC and IPTV, as well as services,
marketing and league set up what it called "Fan War
Rooms" for each of the league’s teams,
including Facebook, Twitter, Linkedin);
content types (such as user-generated
sales in which fans could interact with
each other about their specific team’s
media, short-form video and long-form
video); units (for example, ad units); and
The end of the marketing funnel may draft picks. The NFL also provided a pricing models (such as cost-per-action,
lead to significantly more, earlier, constant live stream of tweets directly cost-per-engagement or cost-per-
deeper and richer opportunities to from draft headquarters through desired-outcome).
build a dialogue with prospects and the days of the event and created a
customers, and can offer an enhanced widget for Facebook that enabled fans This increased fragmentation means
opportunity to build relationships and to follow the action via their own analytics must be focused on a
influence choice. At the most basic Facebook pages.8 In preparation for wide range of communication: what
level, this entails companies embracing the 2009 season kickoff in September, customers tell the company through
(not controlling) all the tools and social the league expanded its social media tweets, Facebook, Amazon.com user
media their customers are using to join and community section at NFL.com to reviews, emails, phone and other
the conversations and meaningfully include “fan postings, live chats with channels; what they say to each other
engaging with customers—or, at the players and coaches, fan-edited video through these channels; and how
very least, gaining insights into what highlight reels, aggregated Twitter they interact with other companies.
customers are thinking and feeling, and Facebook feeds, quizzes, polls and Furthermore, users increasingly want
which could lead to new opportunities other similar material.”9 to enjoy experiences in a seamless
to reach them. way across multiple screens and
Social media monitoring tools also can platforms. The permutations of all
As an example, Virgin America has more glean both quantitative and qualitative these variations will require much
than 20,000 followers on Twitter, which responses to advertising campaigns for more than simple spreadsheets and
gives the airline incredible access to promotions, illuminate opportunities gut feel to create the most appropriate
an engaged and loyal community of to improve one’s brand, uncover experiences for each customer
customers. But beyond simply enabling significant unmet customer needs, and segment, and will make optimal
Virgin to quickly and inexpensively identify people who may be highly marketing spend allocation decisions.
reach customers, the airline’s Twitter predisposed to a brand or product.
account actually does the selling for the Furthermore, we believe there will be
company when newcomers ask if they significant and disruptive innovations
should fly Virgin.6 within the next five years in the area
of highly relevant, targeted marketing
Drugstore.com emails its customers that becomes part of the perceived
automatically three weeks after they high relevance of the experience
have bought something to encourage itself. Companies that embrace such
customers to post a review of what innovations will be positioned to
they’ve purchased. The company’s have a much greater influence on
chief marketing officer says doing so consumers’ choices and, consequently,
not only makes customers feel valued, realize significant increases in revenue
but also strengthens the connection and profitability and sustained
between the company’s brand and its competitive advantage.
customers. As a result of the program,
Drugstore.com saw a more than 300 As fragmentation increases across the 6 http://www.washingtonpost.com/wp-dyn/content/
percent increase in new reviews posted. board, companies will have to adopt article/2009/07/12/AR2009071200319.html
In addition, because customers who 7 “What Do You Think?” Geoffrey A. Fowler, The
more sophisticated analytics and
Wall Street Journal, October 12, 2009, page R6.
respond to the emails can be verified dynamic optimization capabilities to 8 “How NFL is Drafting Fans Via Social
as actual customers, Drugstore.com fully capitalize on social media channels. Media," Elaine Wong, Brandweek, April
is able to identify reviews by these More specifically, companies will 23, 2009, http://www.brandweek.com/bw/
content_display/news-and-features/direct/
individuals as coming from actual continue to see increased fragmentation e3i202b681b4f137513fd1730c682acf73b
purchasers, which adds authenticity in almost all attributes of user 9 “NFL Kicking Off Some Site Upgrades,” Eric Fisher,
to the reviews and further bolsters the experiences as well as in performance Sports Business Journal, September 7, 2009, http://
company’s credibility.7 www.sportsbusinessjournal.com/article/63490
The New Frontier of Marketing Sales and Service | 11

12. Support and many leading companies crawl third-
party sites to understand customer
service in the service issues and proactively respond
before they can impact their brands.
social media era Other leading companies—aided by the
use of new capabilities from enterprise
Consumers today increasingly see software providers—are using sites such
social media as channels and tools as Twitter to more quickly solve service
for customer service. Indeed, one questions. A great example is Comcast,
recent study found that 43 percent of which managed to turn a customer's
consumers think companies should use "Tweet" into a case study on how to
social media to solve their problems.10 learn about and resolve a customer’s
issue via a social network. In this
A number of leading enterprises have case, an influential customer (a well-
taken major strides toward fulfilling known tweeter with 12,000 followers)
such wishes by creating an online called out Comcast via Twitter for the
environment that enables customers trouble he was having with his Internet
to interact with each other as well connection. Comcast discovered the
as company representatives to find tweet and, within 20 minutes, responded
solutions to their issues. For example, and restored service.13 In his speech at
Sybase utilizes newsgroups to enable the 2009 Web 2.0 Summit, Comcast
users to communicate with product CEO Brian Roberts said Twitter “has
engineers and other users about changed the culture of our company.”14
specific issues, thereby creating a
forum for customers to seek and Social CRM is driving a sea
obtain technical support. And this is change that is requiring
a rich experience: the customer gets companies to invest in new
multiple answers to his question from
service and support capabilities.
a variety of sources, including super
users (“Team Sybase” volunteers) and From To
Sybase employees. Furthermore, each
community forum is categorized by Static Dynamic
product to simplify the customer’s Knowledge Knowledge
Management Monitoring
search for information.11
A variation on this theme is the Call Center Social Media
approach taken by Samsung, which Operations Integration
partnered with CNET to create an
online community for all Samsung Information
Desktop
products. Although the forum is staffed Gathering and
Applications
by Samsung employees, it is far more Analysis
than just a “Q & A with Samsung.” The
company acknowledges that often the
most helpful answers come from forum 10 “Cone Finds That Americans Expect Companies
members themselves, and encourages to Have a Presence in Social Media,” company
news release, September 25, 2008, http://www.
users to contribute their insights to coneinc.com/content1182
help those with questions.12 The key is 11 http://www.sybase.com/support/community-
to determine how to “authorize” users forums
to provide assistance and enable and 12 http://forums.cnet.com/5204-13973_102-0.
html?forumID=146
support the most helpful of these users. 13 http://www.penn-olson.com/2009/09/21/5-
social-media-disasters/
Transforming the ways in which service 14 “Comcast: Twitter Has Changed the Culture
is provided is only the beginning. of Our Company,” MG Siegler, TechCrunch,
Social CRM also can be used to help October 20, 2009, http://www.techcrunch.
com/2009/10/20/comcast-twitter-has-changed-
companies proactively unearth issues the-culture-of-our-company/
before they become problems. Indeed,
12 | Social CRM

13. Figure 4. The “virtuous loop” knowledge management lifecycle.
Authors create and/or Publishing workflow
hor
modify content. Authors Aut allowing for review,
now may be customers P approval and publishing.
as well.
ub
lis
h
Content analytics are
Analytics
critical to understanding
what content is being
used and rated. These
analytics provide insight
to where improvements
are needed and what is
working well.
me
Users (i.e., agents and
su
Fe n
ed Co
bac customers) use the
Users provide feedback k
content. Analytical data
such as recommendations
is gathered based on
for new content or updates
this usage.
needed and/or ratings on
how useful content is.
Salesforce.com has announced it will developed knowledge management external communities to handle Tier 1
integrate Twitter into its solution, systems. Importantly, the integration and possibly even Tier 2 levels of service
complementing its existing integration should support a “virtuous loop” that inquiries. Such communities, which can
with Google and Facebook. This provides for a continuous process of provide a high level of service at costs
solution will enable a company to learning, whereby solutions and answers most companies cannot touch, include
both conduct automated searches are created and strengthened by input not only ad hoc collections of customers,
of Twitter content to be pulled into from both customers and internal but also more formal entities such as
salesforce.com’s system, and to resources—which, in turn, makes the CrossLoop. CrossLoop is a “consumer
set up alerts when Twitter users overall online service experience more Internet company that empowers
mention the company name to track robust, helpful and easier to use (see everyone to help someone anywhere in
sentiments.15 Of course, such tools do Figure 4). The key to such a virtuous the world with its free and easy-to-use
not completely obviate the need for loop is a technology platform that software application for desktop sharing.
personal intervention. Virgin America, can support customer forums, self- CrossLoop connects computer users with
for instance, has the equivalent of service FAQs and internal knowledge trusted, qualified service providers and
1.5 people dedicated solely to management in the same framework. friends who can provide the support
monitoring and engaging Twitter and they need quickly and conveniently.”17
other social networks to understand Second, social CRM gives companies the
what customers are saying about opportunity to redefine the roles played
the airline.16 by their contact centers and the agents
who work in them. Indeed, with an
In incorporating social media into increasing volume of simple transactions
its service and support operations, a being supported by self-service channels
company must keep several things in (including mobile devices, IVR and
15 http://thenextweb.com/2009/03/23/salesforce-
mind. First and foremost, companies kiosks), the role of the call center
integrates-twitter-service-cloud/
must ensure they integrate their gets drastically diminished. For many 16 http://www.washingtonpost.com/wp-dyn/
customer forums with their internally companies, it may make sense to allow content/article/2009/07/12/AR2009071200319.html
17 http://crossloop.com/about/aboutus
The New Frontier of Marketing Sales and Service | 13

14. However, even with external Finally, companies can improve the In terms of service and support,
communities handling much of the user experience while reducing service organizations need to leverage social
initial service requests, companies and support costs by building into their media and Web 2.0 tools to create more
still can expect direct calls from products or services some capability robust service and support capabilities
customers unwilling or unable to take that enables customers or the devices that enable customers to interact
advantage of self-service options—so themselves to proactively take charge with each other as well as company
companies must have agents who of problems on their own. An obvious representatives to find solutions to
can provide personal service when example of this “soft panel” approach their issues quickly and easily. Robust
needed. If a company has adopted the is the ability of devices such as the customer forums, powered by passionate
preceding principle of “virtuous loop” Xbox and iPod to assess the condition customers who are appropriately
knowledge management, the time of the device each time it is connected incented and rewarded by the enterprise,
needed to resolve these issues will be to the Internet and automatically are especially critical to making these
substantially reduced and first-call download or suggest new software to sites preferred sources of solutions to
resolution will be much more likely. correct any shortcomings. customers’ problems. Also, companies
that crawl third-party sites to proactively
Third, each interaction—regardless of
the channel in which it occurs—must Conclusion identify possible service issues mentioned
in consumers’ online conversations can
be united into one complete composite avoid or reduce the impact of potentially
We are at a tipping point. The majority
customer record that can provide bigger problems that arise when issues
of customer CRM interactions now
accurate, cohesive service. In other are left unaddressed.
are occurring outside of company-
words, a social CRM strategy should
controlled channels, and companies
ensure that interactions with call By making social CRM an important
must adjust their CRM operating
centers become more customer-focused, element of their customer strategies,
models to adapt and engage these
value-added and relationship-based. companies are better positioned
outside channels to drive growth and
The key is that companies no longer can to achieve a stronger and more
keep customer satisfaction high.
optimize a single channel, but rather, differentiated market position, provide
must optimize the customer experience As noted, consumers are increasingly superior service, lower operational costs
across all channels of support, which active users of social media sites, and and attain a competitive advantage—all
requires the integration and analysis they also view such sites as purveyors of which helps them take major strides
of structured as well as unstructured of important and trusted information toward high performance.
data in real time. Technologies that on companies, products and brands in
exist today make such “voice of the which they are interested. Companies
customer” analysis much more active, that recognize, embrace and integrate
enabling companies to analyze a social CRM into their customer-
customer contact as quickly as five facing operations for marketing, sales
minutes after the interaction. and service are better positioned to
simultaneously improve their consumer
Fourth, the interconnectedness of
relationships while reducing the cost of
today’s high-tech products via the
marketing, selling and delivering service.
cloud enables companies to get more
information on a customer’s situation— From a marketing and sales perspective,
using low-cost, offshore engineering companies should embrace the same
resources as well as a new generation social media sites their customers use,
of automated tools that can rapidly and use those sites to both create
collect and sift through data to glean dialogues with customers to help
insights into what a customer is them with their purchase decisions,
experiencing—than they would get and mine sites for information on
through an initial phone conversation what customers are saying about the
with a much more costly customer company and its products. New tools
service agent. This arrangement has that enable the amalgamation and
the potential to substantially reduce analysis of a wider range of quantitative
the cost structure of support while and qualitative data will be a key
streamlining and simplifying the enabler in this regard.
process for consumers.
14 | Social CRM

16. About the Authors About Accenture
Todd R. Wagner is a senior executive Accenture is a global management
leading Accenture's Management consulting, technology services and
Consulting CRM practice for outsourcing company, with more than
Communications and High Tech in 176,000 people serving clients in
North America. He specializes in more than 120 countries. Combining
customer experience strategy and unparalleled experience, comprehensive
operations across marketing, sales capabilities across all industries and
and service for enterprise and business functions, and extensive
consumer facing technology research on the world’s most successful
companies. He can be reached at companies, Accenture collaborates
todd.r.wagner@accenture.com. with clients to help them become
high-performance businesses and
Joe Hughes is a senior executive in governments. The company generated
Accenture’s Global Systems Integration net revenues of US$21.58 billion for
practice and leads the Global Customer the fiscal year ended Aug. 31, 2009. Its
Service and Support and Integrated home page is www.accenture.com.
Desktop Offerings for Accenture's
Electronics and High Tech industry group.
Joe specializes in Voice of the Customer
analysis and the service applications
of Social CRM. He can be reached at
joseph.p.hughes@accenture.com.
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