MINE – Social CRM tool

Example of implementation
of new sales and service
online channel for social networks

for Customer Relation Management Workshop
Raiffeisen Bank International
Peter Fusek, October 11st -12nd, 2012

www.partneringcorp.com

“…Social CRM – the integration of social media with customer
relationship management (CRM) strategies – is the next frontier for
organizations that want to optimize the power of social interactions to
get closer to customers. With the worldwide explosion of social media
usage, businesses are feeling extreme pressure to be where their
customers are. Today, that street corner is increasingly virtual, located
inside a social media or social networking site. But in an environment
defined by customer control and two-way dialog, are customers anxious
to engage with businesses?...”

www.partneringcorp.com 3

1. Continous 2. Online qualification 3. Interaction with user
monitoring curent of user for available using chat
location and events campaigns applications
of person
• Relevant campaing list • Human-like dialog
• GPS on mobile phone for particular person • Unstructured question
• Facebook posts • Understanding of chat and answer interaction
• Person profile answers
• Chat • Mix of sales and
entertainment info
• Offer and response
history
• Contact policy


 Online generation with smartphone and mobile internet connection (+GPS)
(Operation System: iOS, Android, Symbian, Windows7 mobile,
Manufacturer: Apple, Nokia, Samsung, HTC, Sony, etc.)
 Users of Facebooku, Gmail/Gtalku, ICQ, Skype, etc.
(various chat client with Jabber/XMPP protocol support)


Online generation still shops in brick and mortal stores - New
internet generation lives and communicates on social networks
using mobile phone. Quick decision making makes it hard to
reach the moment of truth / buying decision making on right
time, right place. Current location and immediate call to action is
critical success factor for closing deal.

Preapproved offers and loyalty schemes - Time limited offers for
advantageous personalized cross-sell / up-sell for individual
customer. Mix of various kind of proposition delivers extra value
and loyalty what is becoming no longer possible via boring
conventional channels

Interactive customer care - Individual discussion as a way of
customer care in case of need. Instant answer and constant
response quality of service. Releasing capacity of call center /
points of sales, self-learning FAQs system respecting real
customer needs


1. User add a new friend – MINE based on recommendation from your bank.
User identifies himself with i.e. contract number for joining his online
profile with backend data and offers
2. MINE has located this user, it find relevant offer and it verified an offer
relevancy according to user’s current status and mood
3. Personalized offer hit this customer right on moment of truth, what
www.partneringcorp.com increase and chance for sucess
dramatically

 Simple user interface,full integration with existing campaign management
 Settings of location, rules/selection criteria and communication policies
 Various campaign types – based on GPS location, time or event detection
 Reporting and analysis,full integration with existing campaign measurement


 Motivate customer to add you as a friend or as an application
 Extra incentive will make him accept (ignore) permission which you need
 DONE !, now you can access his/her profile, chats incl. friends data and you
can interact with him on the wall (so even with his community)


 Act as a human: say hello, ask him or let him to ask, don’t just tell (sell)
 Use simple straightfoward dialogue to save his time and lower your machine
effort to understand the answer
 Give him a time, don’t be pushy, make pauses, etc.


 Act as a human: say thank you, bye, always close the dialog, no problem
to say – I’ll let you know – if end of script or technical difficulties
 Forward to human agent (online chat or outbound call via callcenter) if sales
context of dialogue and no more automated steps


 Technical proof-of-concept with Sales finance local Slovak business
 Quick win implementation, no CAPEX/OPEX costs
 Lower mass portfolio, low penetration of mobile, no smart phones,
not facebook users, but still:
• 1 month duration, drawing for free shopping (100 ,50 ,25€)
• 500 users out of 10.000 direct emails has accepted FB app
• 50 blogers who post minimum one sentence to FB app
• 100 posts , maximum 5, on average 1,5
• 100.000 friends! of users, were exposed at
least once by an application/message


 Gaming will acquire only inactive users
 Tell-to-your-friend works once incentive is present
 It’s all about access to friends of your user (100x higher impact)
 Motivate users to talk because it’s making you displayed on his/her
wall for friends
 Don’t do it alone, just a plain bank is not enough – so find a partner
for entertainment part of dialogue (i.e. bookstore, discount portal)
 Prepare clear business strategy upfront
 Social CRM is still much more about Acquisitions/Lead generation
rather than Sales
! Research your portfolio if it’s ready for online !


 Online segmentation/ Target group definition
• Penetration of smartphones, social network user in your portfolio
• Fit of your proposition with online world

 Software as a Service
• No initial CAPEX to HW/SW
• No operational or maintenance costs
• Immediate start

 Commision based pricing
• Proof of concept is typically free of charge
• Flat monthly fee or Pay-as-you model as profit share from real sales via this
channel

 Regular interchange of offers and responses
• Utilizing of existing leadlist available for call center or direct mailing
• Regular update of offers and responses using secured WS or SFTP

Partnering is providing state of the art platform supporting pro-
active communication with customer via “Chatbot” technology,
providing services such as Virtual assistants supporting Customer
Service departments, alternative outbound communication
channel with push messages, personal assistant services for your
customers, and more

Partnering provides unique service for so called Location based
campaigns. Solution is based on widely used mobile platforms
such as Android / iPhone, using alternative customer
communication channels and “Chatbot” to provide yet unseen
customer experience with incomparably low costs!

Partnering has successfully delivered multiple projects for major
clients in area of CRM, Segmentation, Planning & Controlling,
New products development (banking area), Commissions,
Collections, and more


Peter Fusek, +421 903 124 356

peter.fusek@partneringcorp.com


MINE – Social CRM tool

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