Social CRM

By Angsuman Chakraborty Chief Architect - Relaso Social CRM (Taragana Inc.)

Contents

S About us S Why CRM? S Why CRM fails?

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Contents Social CRM

S What is Social CRM? S The Social Customer S CRM to Social CRM S Why Social CRM? S Case Studies S How to evaluate Social CRM products?
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About Angsuman Chakraborty

S 18 years of industry experience in architecting, leading & developing

enterprise software products for Fortune 500 to Startup companies in USA & India Report, Timesheet & Travel Plan products, products which lead to very successful IPO in 2000

S Product & Technical Lead for Extensity Enterprise products like Expense

S Co-Founder Taragana Inc S Chief Software Architect at DoubleTwist Inc., Consultant Architect Millipore S B.Tech (Hons.) IIT Kharagpur, Sun Certified Java Architect

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Taragana Inc

Develop Software Products & Services

S S S

Relaso Social CRM & Customer Support Software Machine Translation Products for Blogs Gaea Times News Media

Few Notable clients:

S S S

Invitrogen Inc., Millipore Inc., Merck Pharmaceuticals (all Fortune 1000) Scripps Research Laboratories, 720 Inc., Jotmate Inc. etc. ABP Group, Keya Seth etc.

Worldwide customer base (over 2000)

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Why Customer Relationship Management?

S In Peter F. Druckers words, the purpose of business is to

create and keep a customer.

S The ability to successfully manage customer relationships

can be decisive advantage in todays competitive world. Craig Conway, President & CEO, PeopleSoft, Inc.

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Why CRM? - Customer

S Increase customer satisfaction S Add new customers S Retain and Increase sales from existing customers

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Why CRM? - Relationship

S Relationship with existing customer to S Retain them as well as cross-sell S Spur Word-of-mouth campaign of product / service S Relationship with new prospects S Increase conversion S Spur Word-of-mouth campaign of product / service, effectively creating an unpaid marketing team S Avoid PR disasters before they happen
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Why CRM? - Management

S Tracking S Analytics S Reporting S Automation

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Why CRM?

S Shared Information S Leverage new prospects S Cross selling S Analytics S Record all interactions S Maintain commitments, even with staff churning S Legal Compliance (SOX, J-SOX, Bill 198 etc.) S Business Analytics & Reporting

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Legal Requirements

S Key financial processes S Marketing discretionary spending S Sales revenue recognition S Service credits and product returns S Audit Trail S Monitoring business activities S Tracking cost and revenues

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Sales

S Tracking, recording and streamlining sales process S Sales forecast S Business insights into opportunities, territories S Workflow automation

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Marketing

S Tracking & measuring multi-channel campaigns S ROI Analysis S Lead qualification & lead targeting S Drip Marketing S Recency Frequency - Monetary Value Analysis &

Automated Actions
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Customer Support

S Increase customer satisfaction by better and standardized

service and processes

S Accept requests by SMS, Email, Phone, Social Media and

process them uniformly with timely notifications

S Track support tickets for analysis and reporting S Measure & improve resolution & response times

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CRM Failures in 2001-2009

Year 2001 2002 2002 2007

Organization Gartner Group Butler Group Selling Power, CSO Forum Economist Intelligence Unit

Failure Rate 50% 70% 69.3% 56%

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CRM Risks & Challenges

S Management S Vision & Strategy S Support S Change Agent S End User Adoption S Total Cost of Ownership S Time to implement

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CRM Risks & Challenges End User Adoption

S A well cited study by AMR Research found that even among top

CRM vendors, 47 percent of companies reported serious challenges with end-user adoption that often put projects in jeopardy.
S Analysis shows that CRM implementations that do not make

daily tasks more productive for individuals will not see corporate benefits. Source: http://www.crmlandmark.com/survey_crmfailures.htm

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What is Social CRM?

CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. Its the companys response to the customers ownership of the conversation. Paul Greenberg, a leader in Social CRM & Author of CRM at the Speed of Light
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What is Social CRM?

S Social CRM is a business strategy & mindset S Social CRM is still CRM but evolved to account for new

generation of enlightened customers

S Supported by Technology & Processes S Component of Social or Collaborative Business

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The Social Customer

S Consumes information and learns about breaking news through

sites like Twitter and Facebook

S Learns about new products through social channels and networks S Discusses about products and services on web and Social Media S Desires a conversation with the brand rather than one-way ad

messages. Wants brands to listen, engage and respond quickly participates in

S Expects brands to be active in the same social media site that he

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The Social Customer

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CRM to Social CRM

Mindset CRM - Customer facing employee - Centralized Innovation Team Processes - Customer life cycle - Process centric - CRM Processes - Company life cycle - Conversation centric - Value Chain Technology Automating & supporting business processes Channels Single view of customer based on interactions history Multiple channels complicate single view of customer -doLandscape - Individual relationship - Targeted messages generate value - Complex relationship network Conversation generates value

Social CRM

- All employees engage - Customers in the center of innovation cycle

Community creation both internal & externally

http://relaso.com Modified from : Deloitte Development LLC Slide

CRM to Social CRM

CRM WHO WHAT WHEN WHERE WHY HOW Assigned departments Company defined process Business hours Defined channels Transaction Inside out

SOCIAL CRM Everyone Customer defined process Customers defined hours Customer-driven dynamic channels Interaction Outside in
Modified from: Chess Media http://relaso.com Group Slide

Why Social ? 18 Use Cases

Marketing
Social Marketing Insights Rapid Social Marketing Response Social Campaign Tracking Social Event Management

Sales
Social Sales Insights Rapid Social Sales Response Proactive Social Lead Generation

Service & Support

Social Support Insights Rapid Social Response Peer-to-Peer Unpaid Armies

Innovation
Innovations Insights Crowdsourced R&D Crowdsourced Roadmap

Collaboration
Collaboration Insights Enterprise Collaboration Extended Collaboration

Customer Experience
Seamless Customer Experience VIP Experience

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Social CRM Risks

S S

Need persistent quality involvement to succeed Non-participation risks

S

United pays $180million for $1200 guitar http://pi.vu/Z)g

S S S S

Customer is not always right http://www.entrepreneur.com/article/222501 Lack of Management buy-in Lack of processes in place
33 percent of the 315 U.S.-based SMBs surveyed have endured at least one significant malware or virus infection from social networks Social Media Risk Index by Panda Security http://pi.vu/Z)q

Security Concerns

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Case Studies

S AFTER STEAZ: When an organic tea company started talking

on Facebook and Twitter about why teas that are organic matter, consumer listened. In fact they not only listened, they bought the product and sales doubled. When downloadable coupons were then offered on these social networks, 250,000 were downloaded and 2,830 tweets were recorded in an hour. My.BarackObama.com raised $30,000,000 from over 70,000 personal fund-raising pages, 400,000 blogs, 35,000 groups and 200,000 offline events. Based on approval ratings, it also was probably the time when trust in the President was highest.

S BARACK OBAMA: Social media campaign for the President on

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Case Studies

S BEST BUY (Twelp Force) : Best Buy employee

communities grew to 2,200 employees within 3 months and responded to over 13,000 customers on social networks answering public questions, concerns, and opinions. The Twitter feed @twelpforce now counts over 29,000 followers and the number of questions averages 100-125 per day and is considered a key value-add by customers and the company

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Case Studies

S DR. VAKSMAN: Local Dentist with five month old dental

practice in San Francisco attracted 320 new clients through social media presence including Facebook, Twitter, LinkedIn and YouTube. H&R used Facebook and Twitter to provide immediate access to a tax professional for Q&A in the Get It Right social media campaign. The effort secured 1,500,000 unique visitors and answered 1,000,000 questions for a 15% lift in business versus the prior year when there was no social media Get It Right program

S H&R BLOCK: Tax preparation is a highly seasonal business.

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Case Studies

S INDIUM: A company that manufactures special alloys isnt sexy; neither is

convincing 14 of its engineers to start blogs. But that exactly what the company does. It increased leads, prospects, conversions and sales by double digits plus it gave customers the opportunity to know the companys employees personally. term relationships with future and potential customers and provided free credit reports/scores, home value report and mortgage recommendations. Quizzle.com received over 425,000 visits and 70,000 accounts were created without a dollar spent in traditional advertising.

S QUICKEN: Launched social community and blogger outreach to build long-

S Kolaveri Di 45,542,295 views on Saturday 25th 2012 at 5:15AM

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Social CRM for Professionals

S Manage Contacts and Clients

S Automate greetings and reminders S Bulk & automated communication

S Generate leads online through Social Media & Web S Create & Manage Targeted SMS & Email Campaigns S Unified Customer Support through Phone, Email, SMS, Web &

Social Media, with side-effects of increasing brand image online & increased customer satisfaction.
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How to evaluate Social CRM Products?

S Does it work with any mobile, not just smartphones? Does it work

even without internet access?

S Does it unify communication across multiple regular and social

channels including SMS, Email, Phone, Web, Twitter, Facebook, LinkedIn and Blog thereby allowing both you and your customer to communicate via these channels? information about your contacts & their business from web & social media. Does it reduce your daily work by in-built intelligence?

S Built-in intelligence. Does it intelligently & proactively fetch

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How to evaluate Social CRM Products?

S Is it multi-lingual? Can you use the CRM in Hindi or

Bengali etc. in addition to English?

S Does it notify you in real-time what your customers are

talking about your company, your product & services as well as your competitors and also allow you to respond instantly?
S Does it have a Business Rule Engine & Workflow Engine to

encapsulate your business processes and SLAs etc.?

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Social CRM SaaS vs Hosted

S Software-as-a-Service
S Zero to minimal upfront cost S Low monthly cost, proportional to team size; you pay more as S S S S

your business grows and vice versa No AMC, Anytime, anywhere availability Automatic Data protection & backup, increased robustness Protection against hard-drive crash, virus, worms

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Social CRM SaaS vs Hosted

S Hosted ex. Cloud-based

S Pros S Installed on your server so greater perception of data security S Cons S Installed on your server S Need to ensure: S Data protection & backup S Virus, worms, trojans protection S Not available anytime, anywhere unless it is hosted on 24/7 connected data center like with a hosting provider

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Social CRM - Summary

S CRM & Social CRM has addressable challenges S Social CRM is a mindset and process, not just technology S Social CRM today is a requirement, not a luxury for most

business. Social CRM market to surpass $1 Billion in revenue by 2012 (Gartner Study).

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Resources

S S S S S S

Social CRM Presentation at IIFT http://blog.relaso.com/social-crm-presentation-at-iift-slides-in-pdf/ Review of CRM failures http://pi.vu/GuH CRM Success Factors http://pi.vu/Gum Social CRM Market Size http://www.gartner.com/it/page.jsp?id=1777938 Taragana http://taragana.com Relaso http://relaso.com S Blog http://blog.relaso.com
S

Facebook page https://www.facebook.com/relasoproduct

Angsuman Chakraborty http://taragana.relaso.com/profile/angsuman

S

Mobile: 9748229053 Email: angsuman@taragana.com, angsuman@relaso.com

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