Orange France has transformed its approach to customer services by building a team of 50 community managers who provide online support through engagement in third party forums. This has saved the company € millions via a reduction in call volumes. Meanwhile the Accor Hotel Group has provided 4,000 hotel managers with social media monitoring dashboards to help them increase customer satisfaction. In this session Catriona will explain how and why each brand took these steps, explaining the lessons learnt along the way.

1. Implementingenterpriseclass Social CRM Catriona Oldershaw Managing Director Synthesio UK @CatrionaTweets

2. “We are now at a point that the customers' expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” - Paul Greenberg

3. Social CRM is amorphous, all encompassing, and a totally different beast from traditional, records-centric CRM

4. Social CRM: A virtuouscircle of co-creation & collaboration Customer Intelligence Research Marketing PR Sales Customer support Other Social Media Monitoring Creative concept development; Campaign measurement; Influencer outreach Crisis management; Online footprintmeasurement Consumer insights’ analysis; Competitive intelligence Lead generation; Prospect outreach HR; Executives’ reputations etc Complaints management; Technical support Engagement: community building & online support Optimisation: Product & customer experience improvements

5. Time is of the essence ... this stuff is perishable

8. Collaboratingwithcustomers to provide a betterexperience

9. Your experience of the brand is intimately connected to the hotel you stay at

10. 1 global dashboard 40 country level dashboards 4,000 hotelier dashboards > Pilot > Global rollout > Training > KPIs > Reward & recognition

11. Understanding the customer journey ...

12. Typical metrics from a hotel manager’s dashboard ...

13. Customer satisfaction index Online satisfaction scores

14. Country-level and global dashboards

15. Cross-brand view of strengths and weaknesses

16. Engagingwithcustomers & nurturing super contributors

17. Built out & refined ‘owned’ presence on the Web during listening phase

18. “Fish where the fish are” LISTEN >> PLAN >> ENGAGE > Top forums > Super Contributors > Team of 50

21. ROI is “in the millions of euros” > Reduction in call handling costs

22. To conclude …

23. To be most effective, Social CRM requires an holistic, three-pronged approach Listening Engagement Analysis

24. Mix of real time & more contemplative analysis

25. This is a process of osmosis: a two-way collaboration between a brand and their communities

26. Social media is maturing: we need to talk about Enterprise Class solutions& whole organisations (people and processes) being empowered & involved

27. Are youready to start monitoring? http://www.synthesio.com/blog +44 (0)20 7788 7448 contact@synthesio.com Catriona.Oldershaw http://twitter.com/CatrionaTweets