Its All About Conversations
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Presentation made at the IDC Customer Experience event by Jorge Teixeira da Silva, Business Intelligence Unity Director at DRI. Universidade Nova de Lisboa, 21 June 2012.
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Its All About Conversations
- 1. It’s All About Conversations Jorge Teixeira da Silva @jteixeirasilva Business Intelligence Executive @ DRI #scrm www.dri-global.com
- 2. CRM is a business strategy, where organizations transact from being product centric to client centric.
- 3. In The End It’s All About Conversations
- 4. What kind of conversations? CRM Tools Organizations and allows to Customers Standardize processes Register all the conversations Differentiate the communication Differentiate the offer Personalize the Conversation
- 5. What kind of conversations? ??? Organizations Customers But what about the social media channels?
- 6. How do organizations have conversations on social media channels?
- 7. Organizations have chosen to be on the social media channels and it will lead to customers conversations …
- 8. But how do organizations deal with the problem of being “blind” to the social media conversations?
- 9. Social Media is in fact for organizations Social Customer Relationship Management! (SCRM)
- 10. The Social CRM programs may start at the departmental level, but over time, they must gain corporate buy, in order to transcend the functional silos.
- 11. Social CRM programs must gain corporate buy in order to transcend the functional silos Service Customer Marketing Sales Innovation IT Collaboration & Support Experience Rapid Social Seamless Proactive Social Rapid Social Innovations Technologic Collaboration Marketing Customer Lead Generation Response Insights Insights Insights Response Experience Social Marketing Social Sales Social Support Crowdsourced Enterprise VIP IT Collaboration Insights Insights Insights R&D Collaboration Experience Social Campaign Rapid Social Peer-to-Peer Social Campaign Extended Software Enabler Tracking Sales Response Unpaid Armies Tracking Collaboration Social Event Management
- 12. If there is no alignment between the different departments of the organization, Social CRM fails and leads to a communication disaster! Innovation Customer Sales Experience Marketing Service Collaboration & Support IT Innovations Seamless Proactive Social Insights Lead Generation Customer Rapid Social Collaboration Experience Marketing Rapid Social Technologic Insights Response Response Insights Crowdsourced Social Sales R&D VIP Insights Experience Social Marketing Enterprise Insights Social Support Social Campaign Collaboration Insights IT Collaboration Rapid Social Tracking Sales Response Social Campaign Extended Tracking Peer-to-Peer Collaboration Unpaid Armies Software Enabler Social Event Management
- 13. Organizations are already doing Social CRM (Facebook pages, blogs, Twitter), but without a correct strategy, this will lead to failure.
- 14. Customer Service complaint not solved! Word spreads like a virus!
- 15. So embrace Social CRM into the processes of the organizations. Social Media isn't about Marketing…
- 16. …or Sales… …or Support… …its about all the processes in an organization that have a touch point with customers.
- 17. Your are a custo lread mers talkin y g! To follow the social media conversations, organizations need to trace the talk…
- 18. …to store the data of all the fans that they have on the social media channels, to be able to segment each customer…
- 19. …to differentiate the communication, to differentiate the offer and to lead the conversation.
- 20. Usually Social Media is seen as a Marketing tool…
- 21. …so typically we see organizations doing reporting about…
- 22. …number of Fans, number of Likes, Sentimental analysis…
- 23. … but they are forgetting the most important value: The Customer
- 24. You must apply all the principles of the CRM to the social media channels Standardize processes Register all the conversations Organizations Differentiate the communication Customers Differentiate the offer Personalize the Conversation and build a relationship of trust …
- 25. Client
- 26. Organizations need to tackle Social CRM and integrate the processes into the organizations…
- 27. …because they are failing in the strategy of CRM, since the conversations on Social Media are not being taken care of.
- 28. Do You Still Want to Be “Deaf” to the Social Conversations?
- 29. Currently Brands are on 3 different levels of “listening” Thru Third Media None Party Monitoring (Reporting) (Reporting)
- 30. But there is a 4th level of listening, that ... ... Identifies each Customer ... Monitors the Conversations ... Listen to each Customer ... Engage with each Customer ... and Lead the Conversations ... to be on the Social Media
- 31. Thank you.
- 32. Let’s keep the conversation going or comment this talk, tweet me @jteixeirasilva at #scrm Jorge Teixeira da Silva Business Intelligence Executive @ DRI www.dri-global.com jorge.teixeira.silva@dri.pt +351 21 715 30 55 @jteixeirasilva info@dri.pt dri nordic dri spain dri portugal