This document outlines 18 use cases for social customer relationship management (Social CRM). It begins by noting that customers have increasingly connected with each other through social media, while organizations have struggled to keep up. Social CRM can help reconnect organizations with customers by engaging them in social channels. The document identifies seven categories of Social CRM use cases and provides details on 18 specific use cases. It recommends starting with building social customer insights as the foundation for all Social CRM initiatives. This involves monitoring social media, mapping customer relationships, managing customer data, using middleware, and measuring outcomes.
Social CRM the new rules of relationship management
1.
Social CRM: The New Rules of
Relationship Management
18 Use Cases That Show Business How to
Finally Put Customers First
March 5, 2010
By R “Ray” Wang and Jeremiah Owyang
with Christine Tran
Edited by Charlene Li
Includes input from 42 ecosystem contributors
2. Table of Contents
Open Research .............................................................................................................. 3
Disclosures..................................................................................................................... 3
Ecosystem Input ............................................................................................................ 3
Influencer Input ............................................................................................................................. 3
Vendor Input ................................................................................................................................. 3
Purpose and Intent ........................................................................................................ 4
Executive Summary ....................................................................................................... 4
Customers Have Moved – Organizations are Falling Behind .................................... 5
Social CRM Reconnects Organizations Back to Customers .................................... 6
Avoid the Hype – Deploy Social CRM for Business Value ......................................... 7
Get Value: Adopt the 18 Social CRM Use Cases ........................................................ 8
All Use Cases Start with Listening ............................................................................... 9
Social Customer Insights Form the Foundation for All Social CRM Use Cases .......................... 9
Social Marketing Seeks to Achieve Customer Advocacy........................................................... 11
Social Sales Enables Seamless Lead Opportunities .................................................................. 12
Social Support and Service Drives Sustainable Customer Satisfaction..................................... 14
Social Innovation Streamlines Complex Ideation ....................................................................... 15
Collaboration Reduces Organizational Friction and Stimulates Ecosystem .............................. 16
Seamless Customer Experience Sustains Advocacy Programs ................................................ 17
Recommendations....................................................................................................... 19
Resources..................................................................................................................... 20
Sources......................................................................................................................... 21
About Us ....................................................................................................................... 22