1. Delighting the Social CustomerWhere process meets chaosClint Oram

2. About Me CTO & Co-Founder,SugarCRM Inc. linkedin/clintoram clint@sugarcrm.com slideshare.net/sugarclint17/12/12 2012 SugarCRM Inc. All rights reserved. 2 3. @sugarclint #crm12 #sugarcrm17/12/12 2012 SugarCRM Inc. All rights reserved. 3 4. Change17/12/12 2012 SugarCRM Inc. All rights reserved. 4 5. Technology hasChanged our Society17/12/12 2012 SugarCRM Inc. All rights reserved. 5 6. Technology hasChanged the Customer 60% expect tointeract with other 63% search Self-empoweredcustomers when theylike a brand on online to connect with Self-sufficient Facebook people with similar issues to Self-organizing get answers80% more 41% expect a reply likely to try new within one hourthings based when they connecton friends online with a brand suggestions Source: CMO Council 2011 Variance in the Social Brand Experience Report17/12/12 2012 SugarCRM Inc. All rights reserved.6 7. Customer Expectations are Changing17/12/12 2012 SugarCRM Inc. All rights reserved. 7 8. Business mustEvolve 75% customersfrustrated with 42% dont receive the brand because of assistance they were lack of knowledgepromised after a on customersales callhistory Do your employees create happy customers?61% come away52% had a feeling that the negativecompany knowsexperience nothing about themwith a sales after service orrepsales callSource: SugarCRM/Harris Interactive Survey 2012 17/12/122012 SugarCRM Inc. All rights reserved.8 9. Know yourCustomer Over 350 million business Most businesses stillprofessionals useuse spreadsheets email toand email to track collaborate with their customerscustomers Everyone engages with the customer Social andBut only 20 millionmobile arepeople use CRM connecting software today everyone17/12/12 2012 SugarCRM Inc. All rights reserved. 9 10. The New Rules17/12/12 2012 SugarCRM Inc. All rights reserved. 10 11. You are Not in Control Rule #1 17/12/12 2012 SugarCRM Inc. All rights reserved. 11 12. CustomersLesson Manage YouLearned17/12/12 2012 SugarCRM Inc. All rights reserved. 12 13. Traditional Marketing is Declining Rule #2Growth of Marketing Spend Over Next 2-3 YearsDeclineGrow -100% -80% -60%-40% -20% 0% 20%40% 60% 80%-5% 67%Social Media -11% 64%Digital and Online -5% 61%Public Relations -8% 58%Direct Marketing -5%58%Data Analysis -14%57%Marketing Collateral -10%48%Paid Search -19% 45%Events Print -67% 14%TV and Radio -74% 9%Out-of-Home -35% 8% Source: Booz & Companys B2B Marketing Survey 201017/12/122012 SugarCRM Inc. All rights reserved. 13 14. How People Connect Lesson with CompaniesLearned Inbound Permission Customer-Driven Outbound Interruption Vendor-Driven17/12/122012 SugarCRM Inc. All rights reserved.14 15. Customer Service is MarketingRule #317/12/12 2012 SugarCRM Inc. All rights reserved. 15 16. Measure yourLesson Customer Satisfaction Learned 17/12/12 2012 SugarCRM Inc. All rights reserved. 16 17. Join theConversation Rule #417/12/12 2012 SugarCRM Inc. All rights reserved. 17 18. Customers wantLessonHonest Dialogue Learned 85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.Cone Inc Report: Social Media in Business17/12/122012 SugarCRM Inc. All rights reserved. 18 19. How to get started?17/12/12 2012 SugarCRM Inc. All rights reserved. 19 20. Seems Complicated17/12/12 2012 SugarCRM Inc. All rights reserved. 20 21. What are your social pain points? MarketingIssueBrand Escalation ProtectionCommunityThought SupportLeadershipSupport KnowledgeSharing SocialDemand GenerationContent CustomerSharing EngagementCustomerProfile Sales17/12/12 2012 SugarCRM Inc. All rights reserved. 21 22. Start with Inbound Marketing17/12/12 2012 SugarCRM Inc. All rights reserved. 22 23. To Drive Customer Engagement17/12/12 2012 SugarCRM Inc. All rights reserved. 23 24. Phase 1: Establish your Social Profile 1. Build your LinkedIn profile 2. Start your company Facebook page 3. Create your Twitter account17/12/12 2012 SugarCRM Inc. All rights reserved. 24 25. Then Listen, Engage, Direct & Measure Phase 2: EmployeeEngagement Phase 3: CorporateEngagement 17/12/122012 SugarCRM Inc. All rights reserved. 25 26. Phase 4: Integrate into All Processes 27. Listen, Your Customers Will Tell You MarketingIssueBrand Escalation ProtectionCommunityThought SupportLeadershipSupport KnowledgeSharing SocialDemand GenerationContent CustomerSharing EngagementCustomerProfile Sales17/12/12 2012 SugarCRM Inc. All rights reserved. 27 28. CRM for EVERYONESee you in New York for SugarCon 2013!April 8th-11th 29. Thank You@sugarclintslideshare.net/sugarclint@sugarcrmfacebook/sugarcrm17/12/12 2012 SugarCRM Inc. All rights reserved. 29