Post on 20-Jun-2015
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SOCIAL CRM
India Social Summit 2010 #ISS10
Source: Journal of Service Research 2010 13: 311
“The Impact of New Media on Customer Relationships”
http://jsr.sagepub.com/content/13/3/311
Understanding “Social”
Characteristics
Digital
• No costs (production/distribution)
• No „gatekeepers‟ (publishing)
Pro-active
• Articulation (reviews, fan sites)
• Co-creation („beta‟ testing, reporting flaws, ideating, helping other users)
Networks
• Explicit (Social Networking/Gaming/etc. sites)
• Implicit (Communication/transaction patterns)
Characteristics (Contd.)
Visible
• What (user generated content can be seen by others)
• Where (services can see location of user)
Real-time & Memory
• Consumed at the time of production
• Available indefinitely
Ubiquitous
• Mobiles
• Internet of Things
“Social” @ Enterprises
The Value & Values for Enterprises
Innovation
Learning
Tasks
Social software adoption starts with tasks (problem solving) and moves to social
learning & innovation
– John Hagel III
Scope of participation
extends to Employees,
Customers & Society
The Social Customer
Customer Relationships
Acquire Retain Enhance
The Social Customer
ComplaintsWOM
referral
Co-creation
Transaction
Source:
Journal of Service Research 2010 13: 341
“Analytics for Customer Engagement”
http://jsr.sagepub.com/content/13/3/341
Social CRM Yatra
Social CRM
Social CRM
Understand Customers
Customer Engagement
Customer Experience
Measure Customers
Measure Outcomes
Social Networks
Communities WOM, Viral Collaborate Influence
Social Media
Broadcast Listen Real TimeUser Generated
Content
@prem_khttp://j.mp/prem_k
Thank you