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Understanding Social CRM: Engaging Customers in the Digital Age

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Explore the evolution of CRM to Social CRM, emphasizing engagement over mere management. Richard discusses how Social CRM empowers customers by providing access to trusted information through collaborative participation. Personalization enhances interactions, aligning with buyers' needs and emotional desires. Marketers can leverage Social CRM for idea management, market research, social campaigns, and public relations, ensuring a consistent customer service presence. This new paradigm integrates all engagement channels for improved communication between customers and companies.

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Understanding Social CRM: Engaging Customers in the Digital Age

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  1. Social Customer and Social CRM Ian Heggs March 2011

  2. Meet Richard . . .

  3. Meet Richard . . .

  4. HDMI Handshake Problem

  5. Common question on forums . . . “Does anyone from the company ever read these forums?”

  6. “The Social Customer will find a way” “Life will find a way”

  7. CRM vs Social CRM

  8. What is Social CRM? "CRM was about managing the customer, Social CRM is about engaging with the customer" Paul Greenberg, Enterprise 2.0 Key Note Santa Clara, November 2010

  9. What is Social CRM?

  10. What is Social CRM?

  11. What it means for Customers • Access to more trusted and independent information through many-to-many participation. • Personalisation of interactions with an organization and products or services offering greater control over: • Their own level of engagement with an organisation • The information they want, rather than being pushed information • A buying process that aligns with a buyer's needs • Fulfilling emotional needs.

  12. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  13. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  14. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  15. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  16. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  17. Social CRM for Marketing • Idea Management • Market Research • Market Launch • Social Campaigns • Social Event Networking • Public Relations • Brand Promotion

  18. Social CRM: Objective

  19. Social CRM In a company-hosted Social CRM, it is essential that a regular and highly visible customer service presence be maintained

  20. Social CRM Social CRM means integrating all customer engagement channels to enable better communication between customers, customer service and other company employees and other customers

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