3. Contents â Social CRM
Sď⯠What is Social CRM?
Sď⯠The Social Customer
Sď⯠CRM to Social CRM
Sď⯠Why Social CRM?
Sď⯠Case Studies
Sď⯠How to evaluate Social CRM products?
Copyright Taragana Inc.
4. About Angsuman Chakraborty
Sď⯠18 years of industry experience in architecting, leading & developing
enterprise software products for Fortune 500 to Startup companies in USA &
India
Sď⯠Product & Technical Lead for Extensity Enterprise products like Expense
Report, Timesheet & Travel Plan products, products which lead to very
successful IPO in 2000
Sď⯠Co-Founder Taragana Inc
Sď⯠Chief Software Architect at DoubleTwist Inc., Consultant Architect Millipore
Sď⯠B.Tech (Hons.) IIT Kharagpur, Sun Certified Java Architect
Copyright Taragana Inc.
5. Taragana Inc
Sď⯠Develop Software Products & Services
Sď⯠Relaso Social CRM & Customer Support Software
Sď⯠Machine Translation Products for Blogs
Sď⯠Gaea Times News Media
Sď⯠Few Notable clients:
Sď⯠Invitrogen Inc., Millipore Inc., Merck Pharmaceuticals (all Fortune 1000)
Sď⯠Scripps Research Laboratories, 720 Inc., Jotmate Inc. etc.
Sď⯠ABP Group, Keya Seth etc.
Sď⯠Worldwide customer base (over 2000)
Copyright Taragana Inc.
6. Why Customer Relationship
Management?
Sď⯠In Peter F. Druckerâs words, the purpose of business is to
create and keep a customer.
Sď⯠âThe ability to successfully manage customer relationships
can be decisive advantage in todayâs competitive world.â
â Craig Conway, President & CEO, PeopleSoft, Inc.
Copyright Taragana Inc.
7. Why CRM? - Customer
Sď⯠Increase customer satisfaction
Sď⯠Add new customers
Sď⯠Retain and Increase sales from existing customers
Copyright Taragana Inc.
8. Why CRM? - Relationship
Sď⯠Relationship with existing customer to
Sď⯠Retain them as well as cross-sell
Sď⯠Spur Word-of-mouth campaign of product / service
Sď⯠Relationship with new prospects
Sď⯠Increase conversion
Sď⯠Spur Word-of-mouth campaign of product / service, effectively
creating an unpaid marketing team
Sď⯠Avoid PR disasters before they happen
Copyright Taragana Inc.
10. Why CRM?
Sď⯠Shared Information
Sď⯠Leverage new prospects
Sď⯠Cross selling
Sď⯠Analytics
Sď⯠Record all interactions
Sď⯠Maintain commitments, even with staff churning
Sď⯠Legal Compliance (SOX, J-SOX, Bill 198 etc.)
Sď⯠Business Analytics & Reporting
Copyright Taragana Inc.
11. Legal Requirements
Sď⯠Key financial processes
Sď⯠Marketing discretionary spending
Sď⯠Sales revenue recognition
Sď⯠Service credits and product returns
Sď⯠Audit Trail
Sď⯠Monitoring business activities
Sď⯠Tracking cost and revenues
Copyright Taragana Inc.
12. Sales
Sď⯠Tracking, recording and streamlining sales process
Sď⯠Sales forecast
Sď⯠Business insights into opportunities, territories
Sď⯠Workflow automation
Copyright Taragana Inc.
13. Marketing
Sď⯠Tracking & measuring multi-channel campaigns
Sď⯠ROI Analysis
Sď⯠Lead qualification & lead targeting
Sď⯠Drip Marketing
Sď⯠Recency â Frequency - Monetary Value Analysis &
Automated Actions
Copyright Taragana Inc.
14. Customer Support
Sď⯠Increase customer satisfaction by better and standardized
service and processes
Sď⯠Accept requests by SMS, Email, Phone, Social Media and
process them uniformly with timely notifications
Sď⯠Track support tickets for analysis and reporting
Sď⯠Measure & improve resolution & response times
Copyright Taragana Inc.
15. CRM Failures in 2001-2009
Year Organization Failure Rate
2001 Gartner Group 50%
2002 Butler Group 70%
2002 Selling Power, CSO 69.3%
Forum
2007 Economist Intelligence 56%
Unit
Copyright Taragana Inc.
16. CRM Challenges
Sď⯠Management
Sď⯠Vision & Strategy
Sď⯠Support
Sď⯠Change Agent
Sď⯠End User Adoption
Sď⯠Total Cost of Ownership
Sď⯠Time to implement
Copyright Taragana Inc.
17. CRM Challenges: End User
Adoption
Sď⯠A well cited study by AMR Research found that even among top
CRM vendors, 47 percent of companies reported serious
challenges with end-user adoption that often put projects in
jeopardy.
Sď⯠Analysis shows that CRM implementations that do not make
daily tasks more productive for individuals will not see corporate
benefits.
Source: http://www.crmlandmark.com/survey_crmfailures.htm
Copyright Taragana Inc.
18. What is Social CRM?
âCRM is a philosophy & a business strategy, supported by a
technology platform, business rules, workflow, processes &
social characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually
beneficial value in a trusted & transparent business
environment. Itâs the companyâs response to the customerâs
ownership of the conversation.â
Paul Greenberg, a leader in Social CRM & Author of CRM at
the Speed of Light
Copyright Taragana Inc.
19. What is Social CRM?
Sď⯠Social CRM is a business strategy & mindset
Sď⯠Social CRM is still CRM but evolved to account for new
generation of enlightened customers
Sď⯠Supported by Technology & Processes
Sď⯠Component of Social or Collaborative Business
Copyright Taragana Inc.
20. The Social Customer
Sď⯠Consumes information and learns about breaking news through
sites like Twitter and Facebook
Sď⯠Learns about new products through social channels and networks
Sď⯠Discusses about products and services on web and Social Media
Sď⯠Desires a conversation with the brand rather than one-way ad
messages. Wants brands to listen, engage and respond quickly
Sď⯠Expects brands to be active in the same social media site that he
participates in
Copyright Taragana Inc.
22. CRM to Social CRM
Mindset Processes Technology Channels Landscape
CRM - Customer facing - Customer life Automating Single view - Individual
employee cycle & supporting of customer relationship
- Centralized - Process business based on - Targeted
Innovation Team centric processes interactions messages
- CRM history generate
Processes value
Social - All employees - Company life Community Multiple - Complex
CRM engage cycle creation both channels relationship
- Customers in the - Conversation internal & complicate network
center of centric externally single view -
innovation cycle - Value Chain of customer Conversation
-do- generates
value
Copyright Taragana Inc.
Modified from : Deloitte Development LLC Slide
23. CRM to Social CRM
CRM SOCIAL CRM
WHO Assigned departments Everyone
WHAT Company defined Customer defined
process process
WHEN Business hours Customers defined
hours
WHERE Defined channels Customer-driven
dynamic channels
WHY Transaction Interaction
HOW Inside out Outside in
Modified from: Chess Media Group Slide Inc.
Copyright Taragana
24. Why Social ? 18 Use Cases
Marketing Sales Service & Innovation Collaboration Customer
Support Experience
Social Social Sales Social Innovations Collaboration Seamless
Marketing Insights Support Insights Insights Customer
Insights Insights Experience
Rapid Social Rapid Social Rapid Social Crowdsourced Enterprise VIP
Marketing Sales Response R&D Collaboration Experience
Response Response
Social Proactive Peer-to-Peer Crowdsourced Extended
Campaign Social Lead Unpaid Roadmap Collaboration
Tracking Generation Armies
Social Event
Management
Copyright Taragana Inc.
25. Case Studies
Sď⯠AFTER STEAZ: When an organic tea company started talking
on Facebook and Twitter about why teas that are organic matter,
consumer listened. In fact they not only listened, they bought the
product and sales doubled. When downloadable coupons were
then offered on these social networks, 250,000 were downloaded
and 2,830 tweets were recorded in an hour.
Sď⯠BARACK OBAMA: Social media campaign for the President on
My.BarackObama.com raised $30,000,000 from over 70,000
personal fund-raising pages, 400,000 blogs, 35,000 groups and
200,000 offline events. Based on approval ratings, it also was
probably the time when trust in the President was highest.
Copyright Taragana Inc.
26. Case Studies
Sď⯠BEST BUY (Twelp Force) : Best Buy employee
communities grew to 2,200 employees within 3 months and
responded to over 13,000 customers on social networks
answering public questions, concerns, and opinions. The
Twitter feed @twelpforce now counts over 29,000 followers
and the number of questions averages 100-125 per day and
is considered a key value-add by customers and the
company
Copyright Taragana Inc.
27. Case Studies
Sď⯠DR. VAKSMAN: Local Dentist with five month old dental
practice in San Francisco attracted 320 new clients through social
media presence including Facebook, Twitter, LinkedIn and
YouTube.
Sď⯠H&R BLOCK: Tax preparation is a highly seasonal business.
H&R used Facebook and Twitter to provide immediate access to a
tax professional for Q&A in the âGet It Rightâ social media
campaign. The effort secured 1,500,000 unique visitors and
answered 1,000,000 questions for a 15% lift in business versus the
prior year when there was no social media âGet It Rightâ program
Copyright Taragana Inc.
28. Case Studies
Sď⯠INDIUM: A company that manufactures special alloys isnât sexy; neither is
convincing 14 of its engineers to start blogs. But that exactly what the
company does. It increased leads, prospects, conversions and sales by double
digits plus it gave customers the opportunity to know the companyâs
employees personally.
Sď⯠QUICKEN: Launched social community and blogger outreach to build long-
term relationships with future and potential customers and provided free
credit reports/scores, home value report and mortgage recommendations.
Quizzle.com received over 425,000 visits and 70,000 accounts were created
without a dollar spent in traditional advertising.
Sď⯠Kolaveri Di â 45,542,295 views on Saturday 25th 2012 at 5:15AM
Copyright Taragana Inc.
29. Social CRM for Professionals
Sď⯠Manage Contacts and Clients
Sď⯠Automate greetings and reminders
Sď⯠Bulk & automated communication
Sď⯠Generate leads online through Social Media & Web
Sď⯠Create & Manage Targeted SMS & Email Campaigns
Sď⯠Unified Customer Support through Phone, Email, SMS, Web &
Social Media, with side-effects of increasing brand image online &
increased customer satisfaction.
Copyright Taragana Inc.
30. How to evaluate Social CRM
Products?
Sď⯠Does it work with any mobile, not just smartphones? Does it work
even without internet access?
Sď⯠Does it unify communication across multiple regular and social
channels including SMS, Email, Phone, Web, Twitter, Facebook,
LinkedIn and Blog thereby allowing both you and your customer
to communicate via these channels?
Sď⯠Built-in intelligence. Does it intelligently & proactively fetch
information about your contacts & their business from web &
social media. Does it reduce your daily work by in-built
intelligence?
Copyright Taragana Inc.
31. How to evaluate Social CRM
Products?
Sď⯠Is it multi-lingual? Can you use the CRM in Hindi or
Bengali etc. in addition to English?
Sď⯠Does it notify you in real-time what your customers are
talking about your company, your product & services as well
as your competitors and also allow you to respond instantly?
Sď⯠Does it have a Business Rule Engine & Workflow Engine to
encapsulate your business processes and SLAâs etc.?
Copyright Taragana Inc.
32. Social CRM â SaaS vs Hosted
Sď⯠Software-as-a-Service
Sď⯠Zero to minimal upfront cost
Sď⯠Low monthly cost, proportional to team size; you pay more as
your business grows and vice versa
Sď⯠No AMC,
Sď⯠Anytime, anywhere availability
Sď⯠Automatic Data protection & backup, increased robustness
Sď⯠Protection against hard-drive crash, virus, worms
Copyright Taragana Inc.
33. Social CRM â SaaS vs Hosted
Sď⯠Hosted
Sď⯠Pros
Sď⯠Installed on your server so greater perception (not reality) of data
security
Sď⯠Cons
Sď⯠Installed on your server
Sď⯠Need to ensure:
Sď⯠Data protection & backup
Sď⯠Virus, worms, trojans protection
Sď⯠Not available anytime, anywhere unless it is hosted on 24/7
connected data center like with a hosting provider
Copyright Taragana Inc.
34. Social CRM - Summary
Sď⯠CRM & Social CRM has addressable challenges
Sď⯠Social CRM is a mindset and process, not just technology
Sď⯠Social CRM today is a requirement, not a luxury for most
business. Social CRM market to surpass $1 Billion in
revenue by 2012 (Gartner Study).
Copyright Taragana Inc.
35. Resources
Sď⯠Social CRM Presentation at IIFT http://blog.relaso.com/social-crm-presentation-at-iift-slides-in-pdf/
Sď⯠Review of CRM failures http://pi.vu/GuH
Sď⯠CRM Success Factors http://pi.vu/Gum
Sď⯠Social CRM Market Size http://www.gartner.com/it/page.jsp?id=1777938
Sď⯠Taragana http://taragana.com
Sď⯠Relaso http://relaso.com
Sď⯠Blog http://blog.relaso.com
Sď⯠Facebook page https://www.facebook.com/relasoproduct
Sď⯠Angsuman Chakraborty http://taragana.relaso.com/profile/angsuman
Copyright Taragana Inc.