Date post: | 14-Sep-2014 |
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Za Social: How brands can enhance CRM using social apps27th January 2011
What is Social CRM ?
Social CRM
“Social CRM represent the continuing journey by organizations to deliver the right customer experience at the right time. It is fundamentally about how to and where to reengage with customers.”
-From Jeremiah Owyang’s webinar on SCRM
Social CRM Process
Community
FacebookTwitter
LinkedInOnline conversations
BlogsNews
Mssg forums
Phone callsEmails
Feedback formsCompaints
Listening tools
CRM
Profiles
Workflows
Interactions
Transactions
Social –influence
History
Response & business communication
Using Social Apps for enhancing CRM
Social CRM tools spectrum
CRM (database driven, one-to-one, private)
Social(conversational, many-to-many, engaging)
High
High
Low
Low
Buzz Visualization Curation enabled support forum
Integrated social hubsSocial apps built on sales force CRM platformCRM integrated listening toolsCRM integrated support forums
Contact profiling Support forums
Recommendation engineCustomer service software
Tools for customer acquisitionTools for customer retention
- Social tools tend to be oriented towards conversation or a particular CRM process
Social CRM Use Cases
- SCRM tools used by brands seem to be aligned to at least one of alimeter’s use cases
Social Apps for Customer Acquisition
Rapportive – Gmail Extension
Use case: Social lead generation
SCRM tool: Contact profiling
Usage: Shows social profiles of user’s Gmail contacts along with latest conversations
Impact: Helps profile contacts and understand them better
Gatorade Conversations Visualization Use case: Social
Marketing insights
SCRM Tool: Buzz visualization
Usage: Helps understand relevant market buzz through a friendly user interface
Impact: Improves response processes and influences customer engagement strategies
Target Product Recommendation AppUse case: Social sales
insights
SCRM tool: Recommendation engine
Usage: Recommends customized deals depending upon user’s interest in other deals
Impact: Improved product selection for consumer
Kingfisher Social Hub ApplicationUse case: Rapid social
marketing response
SCRM tool: Integrated social hub
Usage: Shows user activity at all social hubs at one location
Impact: Deep insight into consumer behavior. Recognition of influencers/ evangelists
Mark’s Referral FB App
Use case: Social Campaign tracking
SCRM tool: Social app built on Salesforce CRM platform
Usage: Maps users social graph to generate referrals
Impact: Campaign promotion and measurement of word - of - mouth referrals. Increased knowledge database of potential customers
Dell Radian 6 – Salesforce Integration
Use case: Rapid social marketing response
SCRM tool: CRM integrated listening tool
Usage: Allows integration of relevant buzz and profiles with CRM database
Social Apps for Customer Retention
Vodafone Discussion App
Use case: Peer - to - peer unpaid armies
SCRM tool: Support Forum
Usage: Default Facebook tab used for support and discussions
Impact: Customer support on queries
HootSuite Feedback App
Use case: crowd source innovation
SCRM tool: Curation enabled discussion forum
Usage: Allows users to create and vote the best ideas for HootSuite
Impact: Best idea crowdsourcing
Rosseta Stone Customer Support App
Use case: Rapid social response
SCRM tool: Customer service software
Usage: Allows users to ask questions, find answers and chat with CRM agents
Impact: Provide support to customers on customer hubs like Facebook
Ask Pampers App
Use case: Social support insight
SCRM tool: CRM integrated support forum
Usage: Allows users to share ideas, report problems, give kudos or ask questions
Impact: Salesforce integration allows stronger SCRM capabilities with the conversation data
About Kuliza
About Kuliza
Kuliza is a social technology firm focused in helping companies leverage social software, community platforms, mobile and cloud computing for improving business performance, communication and customer engagement.
Kuliza Offerings
ServiceDeliverables
Social Technology Advisory
Social Technology Implementation
Social Technology Support
Design and build Social platforms, tools and software. ZaSocial Services can be broadly categorized as:
Online communities Design and build online communities to connect customers, partners and employees; trigger engagement and build relationships
Social Commerce Design and build / revamp social commerce platforms and tools for making purchase experience more engaging and satisfying for your customers
Social Apps Design and build social apps on Social Platforms like Facebook
Social CRM Build Social CRM tools to extend CRM solutions to Social Web
Mobile app design and development services for iOS and Android
Ensure a hassle free infrastructure that can sustain your changing infrastructure needs
Ask us how to build Social CRM tools ! Kuliza.com | [email protected] | @kuliza
[email protected]@achintya85