Uploaded byCharles Mok
Power of social influence, crm and customer perception
This document discusses the evolution of customer interactions from traditional channels like phone and email to numerous social media platforms. It creates challenges for brands to engage with customers across more channels and conversations. The key aspects of social CRM are to listen to customer conversations online, analyze sentiments, and engage with customers to build relationships. It provides examples of how Dell used social CRM to improve its reputation after a negative blog post. The document also notes some challenges of social CRM like handling large message volumes and ensuring data privacy.
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Power of social influence, crm and customer perception
- 2. more devices more channels moremulti-tasking SMARTER, EMPOWERED AND CONNECTED CUSTOMERS
- 4. BUSINESS REALITY –NOT JUST ‘LIKES’ Customers read about, share, discuss, review and suggest brands ONLINE
- 5. CHALLENGES FACED BYBRANDS IN SOCIAL CRM More channels More collaboration More connections More conversations Customers want to interact differently and expect response
- 6. SOCIAL CRM –EVOLUTION Traditional CRM •Phone, fax, email, letter, website, SMS, IM, mass media + Social CRM •SEO, eDM, Apps, Blog, microblog, wiki, social networks, video/photo sharing, forums, review and comparison websites Listen/Analyze •Track mentions online •how many, by whom, where, how, about what, how they feel
- 7. HK: SOCIAL CRMVIA FACEBOOK
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- 9. REPUTATION TURNAROUND: CASE STUDYOF DELL 2005 a blog post sparked a wave of complaints with huge damage on reputation, CS scores, market share and profits
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- 12. SOCIAL CRM ISGOOD BUT… How to handle loads of messages - Analyze, standardize, automate Data Retention and Privacy • Brands need to be open and transparent • Respect customer’s data, share what you know and what you are doing with it
- 13. MAKING GOOD USEOF SOCIAL CRM • Identify your objective and strategy • Choose your metrics and tools (mobile!) • Listen: Track conversations • Build relationships: respond, engage and converse • Evolve