Infographic: The Evolution of CRM

The Evolution of Social CRM WHAT IS SOCIAL CRM? WHO IS THE SOCIAL CONSUMER? Short for customer relationship management, CRM is a company's strategy for overseeing clients and sales prospects. Consumes information and learns CRM • about breaking news through sites like Twitter and Facebook. Learns about new products through social channels and networks. Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes. Is wise to unsolicited promotions and trusts only relevant information. CRM Desires a conversation with the brand rather than one-way ad messages. Expects brands to be active in the same social media sites he/she hangs out in. Wants brands to listen, engage and respond quickly. OLD GUARD: NEW GUARD: SOCIAL CRM CRM TRADITIONAL CRM CRM CUSTOMER 1. COLLECTED INFORMATION SERVICE & SUPPORT SALES MARKETING PR 2. SERVICE & SUPPORT SALES MARKETING CUSTOMER ENGAGEMENT CUSTOMER SUPPLIED INFORMATION, SUPPORT, CRITICISM AND IDEAS CUSTOMER SOCIAL CRM'S KEY CHANGES CUSTOMER PR Department In most organizations today, the Public Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers. engagement online. Advocacy and Experience Rather than sending passive messages to customers, It's very important to keep in mind that social CRM is not a new "thing" that replaces CRM, it's simply of what CRM has always been. companies are now actively engaging with them to incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems. an evolution -SOCIAL MEDIA EXAMINER CRM CSM CRM CRM CRM CRM CRM HOW CRM EVOLVED INTO SOCIAL CRM CRM SOCIAL CRM WHO Specific departments - Everyone WHAT Company-centric process Customer-centric process WHERE> + Defined channels Customer-driven dynamic channels WHEN> Set business hours Customer-set hours WHY Transaction Interaction HOW Messages flow outside Messages come inside WHY SOCIAL CRM IS MORE INFLUENTIAL Modern consumers are changing and evolving with the growth of social media. When deciding to engage with brands via social media, users look for: EXAMPLE Incentives 77% 1/2 OFF!! Coupons, free offers Effective problem solving HOW CAN I HELP YOU? 46% Customer service reps Feedback solicitation OUR NEW LOGO: 39% Keep! Lose! Polls Entertainment EXCLUSIVE MIX! 28% FREE DOWNLOAD Access to good, premium content New ways to interact PLAY GAME 26% Widgets, online games, mobile apps Specialized marketing 21% FOR YOUR EYES ONLY Targeted banner ads American consumers who: Go online to verify purchase recommendations Search ratings on web sites 43% 81% Say companies should use social networks to help customers Regularly interact with companies on a social media site 60% 43% Read user reviews 55% HOW IT'S USED CORRECTLY... Companies are beginning to figure out that social CRM adoption must be company-wide in order for peak efficiency. Some are also finding that adding more "community managers" helps greatly. Big names that do it right: DELL intuit Comcast H&R BLOCK Innovation is matching adoption and it's going to happen very rapidly in the next few years. –JEREMIAH OWYANG, FORRESTER RESEARCH, INC. HOW IT'S USED INCORRECTLY... According to Gartner.com, by 2010, more than 50% if companies will have created an online community but will fail to manage it effectively, instead driving customers away. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. –GARTNER.COM SOURCES: SOCIAL MEDIA EXAMINER / CONE BUSINESS IN NEW MEDIA STUDY, 2010 / GARTNER.COM / CHESS MEDIA GROUP / MYCUSTOMER.COM satisfaction www.getsatisfaction.com The Evolution of Social CRM WHAT IS SOCIAL CRM? WHO IS THE SOCIAL CONSUMER? Short for customer relationship management, CRM is a company's strategy for overseeing clients and sales prospects. Consumes information and learns CRM • about breaking news through sites like Twitter and Facebook. Learns about new products through social channels and networks. Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes. S Is wise to unsolicited promotions and trusts only relevant information. CRM Desires a conversation with the brand rather than one-way ad messages. Expects brands to be active in the same social media sites he/she hangs out in. Wants brands to listen, engage and respond quickly. OLD GUARD: NEW GUARD: S SOCIAL CRM CRM TRADITIONAL CRM CRM CUSTOMER 1. COLLECTED INFORMATION SERVICE & SUPPORT SALES MARKETING PR 2. SERVICE & SUPPORT SALES MARKETING CUSTOMER ENGAGEMENT CUSTOMER SUPPLIED INFORMATION, SUPPORT, CRITICISM AND IDEAS CUSTOMER SOCIAL CRM'S KEY CHANGES CUSTOMER PR Department In most organizations today, the Public Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers. engagement online. Advocacy and Experience Rather than sending passive messages to customers, It's very important to keep in mind that social CRM is not a new "thing" that replaces CRM, it's simply of what CRM has always been. companies are now actively engaging with them to incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems. an evolution -SOCIAL MEDIA EXAMINER CRM CSM S CRM CRM CRM CRM CRM HOW CRM EVOLVED INTO SOCIAL CRM CRM SOCIAL CRM WHO Specific departments - Everyone WHAT Company-centric process Customer-centric process WHERE> + Defined channels Customer-driven dynamic channels WHEN> Set business hours Customer-set hours WHY Transaction Interaction HOW Messages flow outside Messages come inside WHY SOCIAL CRM IS MORE INFLUENTIAL Modern consumers are changing and evolving with the growth of social media. When deciding to engage with brands via social media, users look for: EXAMPLE Incentives 77% 1/2 OFF!! Coupons, free offers Effective problem solving HOW CAN I HELP YOU? 46% Customer service reps Feedback solicitation OUR NEW LOGO: 39% Кеep! Lose! Polls Entertainment EXCLUSIVE MIX! 28% FREE DOWNLOAD Access to good, premium content New ways to interact PLAY GAME 26% Widgets, online games, mobile apps Specialized marketing 21% FOR YOUR EYES ONLY Targeted banner ads American consumers who: Go online to verify purchase recommendations Search ratings on web sites 43% 81% Say companies should use social networks to help customers Regularly interact with companies on a social media site 60% 43% Read user reviews 55% HOW IT'S USED CORRECTLY... Companies are beginning to figure out that social CRM adoption must be company-wide in order for peak efficiency. Some are also finding that adding more "community managers" helps greatly. Big names that do it right: DELL intuit Comcast H&R BLOCK Innovation is matching adoption and it's going to happen very rapidly in the next few years. –JEREMIAH OWYANG, FORRESTER RESEARCH, INC. HOW IT'S USED INCORRECTLY... According to Gartner.com, by 2010, more than 50% if companies will have created an online community but will fail to manage it effectively, instead driving customers away. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. –GARTNER.COM SOURCES: SOCIAL MEDIA EXAMINER / CONE BUSINESS IN NEW MEDIA STUDY, 2010 / GARTNER.COM / CHESS MEDIA GROUP / MYCUSTOMER.COM satisfaction www.getsatisfaction.com The Evolution of Social CRM WHAT IS SOCIAL CRM? WHO IS THE SOCIAL CONSUMER? Short for customer relationship management, CRM is a company's strategy for overseeing clients and sales prospects. Consumes information and learns CRM • about breaking news through sites like Twitter and Facebook. Learns about new products through social channels and networks. Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes. S Is wise to unsolicited promotions and trusts only relevant information. CRM Desires a conversation with the brand rather than one-way ad messages. Expects brands to be active in the same social media sites he/she hangs out in. Wants brands to listen, engage and respond quickly. OLD GUARD: NEW GUARD: S SOCIAL CRM CRM TRADITIONAL CRM CRM CUSTOMER 1. COLLECTED INFORMATION SERVICE & SUPPORT SALES MARKETING PR 2. SERVICE & SUPPORT SALES MARKETING CUSTOMER ENGAGEMENT CUSTOMER SUPPLIED INFORMATION, SUPPORT, CRITICISM AND IDEAS CUSTOMER SOCIAL CRM'S KEY CHANGES CUSTOMER PR Department In most organizations today, the Public Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers. engagement online. Advocacy and Experience Rather than sending passive messages to customers, It's very important to keep in mind that social CRM is not a new "thing" that replaces CRM, it's simply of what CRM has always been. companies are now actively engaging with them to incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems. an evolution -SOCIAL MEDIA EXAMINER CRM CSM S CRM CRM CRM CRM CRM HOW CRM EVOLVED INTO SOCIAL CRM CRM SOCIAL CRM WHO Specific departments - Everyone WHAT Company-centric process Customer-centric process WHERE> + Defined channels Customer-driven dynamic channels WHEN> Set business hours Customer-set hours WHY Transaction Interaction HOW Messages flow outside Messages come inside WHY SOCIAL CRM IS MORE INFLUENTIAL Modern consumers are changing and evolving with the growth of social media. When deciding to engage with brands via social media, users look for: EXAMPLE Incentives 77% 1/2 OFF!! Coupons, free offers Effective problem solving HOW CAN I HELP YOU? 46% Customer service reps Feedback solicitation OUR NEW LOGO: 39% Кеep! Lose! Polls Entertainment EXCLUSIVE MIX! 28% FREE DOWNLOAD Access to good, premium content New ways to interact PLAY GAME 26% Widgets, online games, mobile apps Specialized marketing 21% FOR YOUR EYES ONLY Targeted banner ads American consumers who: Go online to verify purchase recommendations Search ratings on web sites 43% 81% Say companies should use social networks to help customers Regularly interact with companies on a social media site 60% 43% Read user reviews 55% HOW IT'S USED CORRECTLY... Companies are beginning to figure out that social CRM adoption must be company-wide in order for peak efficiency. Some are also finding that adding more "community managers" helps greatly. Big names that do it right: DELL intuit Comcast H&R BLOCK Innovation is matching adoption and it's going to happen very rapidly in the next few years. –JEREMIAH OWYANG, FORRESTER RESEARCH, INC. HOW IT'S USED INCORRECTLY... According to Gartner.com, by 2010, more than 50% if companies will have created an online community but will fail to manage it effectively, instead driving customers away. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. –GARTNER.COM SOURCES: SOCIAL MEDIA EXAMINER / CONE BUSINESS IN NEW MEDIA STUDY, 2010 / GARTNER.COM / CHESS MEDIA GROUP / MYCUSTOMER.COM satisfaction www.getsatisfaction.com The Evolution of Social CRM WHAT IS SOCIAL CRM? WHO IS THE SOCIAL CONSUMER? Short for customer relationship management, CRM is a company's strategy for overseeing clients and sales prospects. Consumes information and learns CRM • about breaking news through sites like Twitter and Facebook. Learns about new products through social channels and networks. Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes. S Is wise to unsolicited promotions and trusts only relevant information. CRM Desires a conversation with the brand rather than one-way ad messages. Expects brands to be active in the same social media sites he/she hangs out in. Wants brands to listen, engage and respond quickly. OLD GUARD: NEW GUARD: S SOCIAL CRM CRM TRADITIONAL CRM CRM CUSTOMER 1. COLLECTED INFORMATION SERVICE & SUPPORT SALES MARKETING PR 2. SERVICE & SUPPORT SALES MARKETING CUSTOMER ENGAGEMENT CUSTOMER SUPPLIED INFORMATION, SUPPORT, CRITICISM AND IDEAS CUSTOMER SOCIAL CRM'S KEY CHANGES CUSTOMER PR Department In most organizations today, the Public Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers. engagement online. Advocacy and Experience Rather than sending passive messages to customers, It's very important to keep in mind that social CRM is not a new "thing" that replaces CRM, it's simply of what CRM has always been. companies are now actively engaging with them to incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems. an evolution -SOCIAL MEDIA EXAMINER CRM CSM S CRM CRM CRM CRM CRM HOW CRM EVOLVED INTO SOCIAL CRM CRM SOCIAL CRM WHO Specific departments - Everyone WHAT Company-centric process Customer-centric process WHERE> + Defined channels Customer-driven dynamic channels WHEN> Set business hours Customer-set hours WHY Transaction Interaction HOW Messages flow outside Messages come inside WHY SOCIAL CRM IS MORE INFLUENTIAL Modern consumers are changing and evolving with the growth of social media. When deciding to engage with brands via social media, users look for: EXAMPLE Incentives 77% 1/2 OFF!! Coupons, free offers Effective problem solving HOW CAN I HELP YOU? 46% Customer service reps Feedback solicitation OUR NEW LOGO: 39% Кеep! Lose! Polls Entertainment EXCLUSIVE MIX! 28% FREE DOWNLOAD Access to good, premium content New ways to interact PLAY GAME 26% Widgets, online games, mobile apps Specialized marketing 21% FOR YOUR EYES ONLY Targeted banner ads American consumers who: Go online to verify purchase recommendations Search ratings on web sites 43% 81% Say companies should use social networks to help customers Regularly interact with companies on a social media site 60% 43% Read user reviews 55% HOW IT'S USED CORRECTLY... Companies are beginning to figure out that social CRM adoption must be company-wide in order for peak efficiency. Some are also finding that adding more "community managers" helps greatly. Big names that do it right: DELL intuit Comcast H&R BLOCK Innovation is matching adoption and it's going to happen very rapidly in the next few years. –JEREMIAH OWYANG, FORRESTER RESEARCH, INC. HOW IT'S USED INCORRECTLY... According to Gartner.com, by 2010, more than 50% if companies will have created an online community but will fail to manage it effectively, instead driving customers away. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. –GARTNER.COM SOURCES: SOCIAL MEDIA EXAMINER / CONE BUSINESS IN NEW MEDIA STUDY, 2010 / GARTNER.COM / CHESS MEDIA GROUP / MYCUSTOMER.COM satisfaction www.getsatisfaction.com The Evolution of Social CRM WHAT IS SOCIAL CRM? WHO IS THE SOCIAL CONSUMER? Short for customer relationship management, CRM is a company's strategy for overseeing clients and sales prospects. Consumes information and learns CRM • about breaking news through sites like Twitter and Facebook. Learns about new products through social channels and networks. Social CRM is a philosophy and business strategy designed to engage the customer in a mutually beneficial relationship. It's supported by social technology, business rules, workflow and processes. S Is wise to unsolicited promotions and trusts only relevant information. CRM Desires a conversation with the brand rather than one-way ad messages. Expects brands to be active in the same social media sites he/she hangs out in. Wants brands to listen, engage and respond quickly. OLD GUARD: NEW GUARD: S SOCIAL CRM CRM TRADITIONAL CRM CRM CUSTOMER 1. COLLECTED INFORMATION SERVICE & SUPPORT SALES MARKETING PR 2. SERVICE & SUPPORT SALES MARKETING CUSTOMER ENGAGEMENT CUSTOMER SUPPLIED INFORMATION, SUPPORT, CRITICISM AND IDEAS CUSTOMER SOCIAL CRM'S KEY CHANGES CUSTOMER PR Department In most organizations today, the Public Relations department will play a bigger role by taking charge of the brand's social presence, while handling customer Traditional CRM is based around information that companies could collect on their customers and then input into a CRM system that allows them to better target various customers. engagement online. Advocacy and Experience Rather than sending passive messages to customers, It's very important to keep in mind that social CRM is not a new "thing" that replaces CRM, it's simply of what CRM has always been. companies are now actively engaging with them to incorporate them into the system as advocates. Now, there is collaboration amongst both parties to solve business problems. an evolution -SOCIAL MEDIA EXAMINER CRM CSM S CRM CRM CRM CRM CRM HOW CRM EVOLVED INTO SOCIAL CRM CRM SOCIAL CRM WHO Specific departments - Everyone WHAT Company-centric process Customer-centric process WHERE> + Defined channels Customer-driven dynamic channels WHEN> Set business hours Customer-set hours WHY Transaction Interaction HOW Messages flow outside Messages come inside WHY SOCIAL CRM IS MORE INFLUENTIAL Modern consumers are changing and evolving with the growth of social media. When deciding to engage with brands via social media, users look for: EXAMPLE Incentives 77% 1/2 OFF!! Coupons, free offers Effective problem solving HOW CAN I HELP YOU? 46% Customer service reps Feedback solicitation OUR NEW LOGO: 39% Кеep! Lose! Polls Entertainment EXCLUSIVE MIX! 28% FREE DOWNLOAD Access to good, premium content New ways to interact PLAY GAME 26% Widgets, online games, mobile apps Specialized marketing 21% FOR YOUR EYES ONLY Targeted banner ads American consumers who: Go online to verify purchase recommendations Search ratings on web sites 43% 81% Say companies should use social networks to help customers Regularly interact with companies on a social media site 60% 43% Read user reviews 55% HOW IT'S USED CORRECTLY... Companies are beginning to figure out that social CRM adoption must be company-wide in order for peak efficiency. Some are also finding that adding more "community managers" helps greatly. Big names that do it right: DELL intuit Comcast H&R BLOCK Innovation is matching adoption and it's going to happen very rapidly in the next few years. –JEREMIAH OWYANG, FORRESTER RESEARCH, INC. HOW IT'S USED INCORRECTLY... According to Gartner.com, by 2010, more than 50% if companies will have created an online community but will fail to manage it effectively, instead driving customers away. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. –GARTNER.COM SOURCES: SOCIAL MEDIA EXAMINER / CONE BUSINESS IN NEW MEDIA STUDY, 2010 / GARTNER.COM / CHESS MEDIA GROUP / MYCUSTOMER.COM satisfaction www.getsatisfaction.com