©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.
Prem Kumar Aparanji
Evangelist – Social CRM
December 2010
Social CRM
#ISS10
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1
Understanding “Social”
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Characteristics
2
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)
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Characteristics (contd.)
3
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
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4
“Social” @ Enterprises
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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
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6
The Social Customer
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Customer Relationships
7
Acquire Retain Enhance
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The Social Customer
8
ComplaintsWOM
referral
Co-creation Transaction
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9
Social CRM Yatra
| ©2010, Cognizant Technology Solutions
Social CRM
10
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
©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.
Thank you
@prem_khttp://j.mp/prem_k