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1. Professor. Young-Gul Kim
Meherunnesha Binte Mannan
Individual Research Project
KAIST Info and Media Management,2011
August, 2011
meherun@busieness.kaist.ac.kr

2.  Introduction
 Trend in CRM
 Entrance of SNS in CRM
 Measurement of SNS ROI as CRM tool
 Best and Worst Practice of SNS for CRM
 Conclusion and Recommendations

3.  Research Objective:
 To learn how the CRM is being changing.
 To find out the impact of SNS on CRM
 To do some successful and blundered case study
 Method:
 Internet articles
 References

4.  Traditional CRM: To collate customer data
(profiles, order history etc) and serve to maintain a
relationship with the customer and the company.
 Recent CRM:
 Analytical CRM: Finding out what contributes to
customer highest satisfaction.
 Mobile CRM: Cope up with mobile trend and easily
assessable almost anywhere.
 Integrated approach: marketing, service and sales are
now working holistically to satisfy the customers.
 Ref: new trends take shape:- http://www.crminfoline.com/crm-articles/crm-trends.htm

5.  Most recent CRM:
 CRM and internet: Customer
dynamic CRM 2011 is capable of creating
and maintaining a clear view of customers
and from first contact through purchase
and post-sales.
 Outsourcing CRM: Using sales force.
 Midmarket CRM: Licensed CRM applications. For example:
Salesforce, Microsoft and Goldmine etc.
 Ref: new trends take shape:- http://www.crminfoline.com/crm-articles/crm-trends.htm, image source: google.

6. 1995 -2007 2007-2012 2009- 2011 2010-2012 2011-2013
The era of social The era of social The era of social The era of social The era of social
relationships functionality colonization context commerce
• Simple • Embed web app • Lean on their • Opt in to share • Work with peers
profile and & widgets on peers’ opinions their identity to define the
discussion their profiles to to make for a more next generation
features to make decisions relevant web of products, also
share with experience more about products experience purchase in
each other fun & useful groups
The era of Social CRM (SCRM)
 Ref: CRM adopts SNS ( Social Media - The five-year Forecast, http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-Media-The-
Five-Year-Forecast-53635.aspx) .

7.  Why Social Media?
 Identify your champions
 Target new stakeholders
 Assess overall sentiment It can improve
 Identify your critics and fend off crises customers
CRM
 Audit your efforts acquisition, retenti
on, loyalty and
 Study the success stories profitability.
 Identify new program or product opportunities
 Identify donors or lower costs
 Keep tabs on competitors
 Improve your campaigns and programs
 Ref.Guide to monitoring social media conversations - http://www.socialbrite.org/2011/01/10/guide-to-monitoring-social-media/

8.  Moving from traditional to Social CRM
Parameters Traditional CRM Social CRM
Roles Customer Service All employees
engage
Function Process-centric Conversation-centric
Approach Contact Community
management management
Channel Well-defined Dynamic and
evolving
Value Periodic Connection Sustained customer
with customer engagement
Model Simple transaction Complex
relationships
Source: Book – Social CRM for Dummies.

9.  Some statistical data of using SNS as CRM
 In 2010, only 5% of organizations took advantage of SNS to improve service
processes and 30% of industry shaping enterprises will incorporate social CRM.
 Ref.Merging Social Media with CRM - http://www.resourcenation.com/blog/merging-social-media-with-crm/31915/. Image source: emarket.com

10. Model for how to use SNS
Four areas must be addressed:
Monitoring of social media
platforms
Content generation and
distribution
Centralized data storage
Cross-department
collaboration
 Ref..Social Networking and CRM- http://www.marketingtechblog.com/social-media-marketing/free-ebook-moving-to-social-crm/

11.  By using different software and programs, SNS ROI
can be measured/analyzed and applied to business.
Threadsy: To collect and unify the emails from social networks.
Myweboo: To organize your info streams
Types of software
Hootsuite: To integrate all you platforms application depends
on the objectives
Fast: For teams of social marketers
TweetDeck: Connect with your contacts.
 Ref.Top 10 social media dashboard tools - http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/

12.  Best
 Comcast Cares – customer service through twitter.
▪ Founded in 1969, Comcast is the nation’s leading provider of
entertainment, information and communications products and
services. Twitter address: @ComcastCares.
▪ It deals the unhappy customer publicly in twitter to offer help.
▪ It changed their critics to raving fan by using twitter as their CRM.
▪ Comcast has handled more than 21,000 customer service requests
(official tickets) through social media
▪ Lessons:
▪ It is sufficient to let customers know – you are there to help; let them take the
next step.
▪ Listen first, then engage if it makes sense.
 Ref.http://socialmediatoday.com/index.php?q=SMC/39127, http://mashable.com/2009/03/08/social-media-blunders/

13.  Worst
 Sony BMG – copy protection scandal
▪ Sony placed copy protection (XCP) on its CDs to prevent
pirating. But XCP software created new vulnerabilities on
computers that malware could exploit.
▪ Mark Russinovich wrote this story in a blog and Sony tried to
stonewall bloggers instead of being upfront.
▪ As a consequence, Sony lost millions in lawsuits.
▪ Lessons:
▪ Do not try to fight against user behavior using ill-advised malware.
▪ Be upfront about mistakes.
 Ref.http://socialmediatoday.com/index.php?q=SMC/39127, http://mashable.com/2009/03/08/social-media-blunders/

14.  CRM + Social Networking = Customer Satisfaction
(which is the purpose to serve the customers).
 The best SCRM application is the one you will use with
your know how.
 Regardless the type of business (B2B or B2C), to apply
SCRM, it is important to know your specific objectives.
 Immediately after starting SCRM, it is necessary to co-
align your activities with your objectives.
"How you gather, manage and use information will determine whether you win or lose."
-Bill Gates

15. For further inquiry, please contact me at meherun@business.kaist.ac.kr