Its All About Conversations
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It’s A About Converstions Jorge Teixeira da Silva Business Intelligence Executive @ DRI www.dri-global.com @jteixeirasilva #scrm
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Presentation made at the IDC Customer Experience event by Jorge Teixeira da Silva, Business Intelligence Unity Director at DRI. Universidade Nova de Lisboa, 21 June 2012.
Transcript of Its All About Conversations
It’s A!! About Convers"tions
Jorge Teixeira da SilvaBusiness Intelligence Executive @ DRIwww.dri-global.com
@jteixeirasilva
#scrm
!"# is a business strategy, where organizations transact from being product centric to client centric.
In The End
It’s A!! About Convers"tions
and allows toStandardize processes
Register all the conversationsDi!erentiate the communication
Di!erentiate the o!erPersonalize the Conversation
What kind of conversations?
Organizations Customers
CRM Tools
But what about the social media channels?
What kind of conversations?
Organizations Customers
???
How do organizations haveconversations on social media channels?
Organizations have chosen to be on the social media channels and it will lead to customers conversations…
But how do organizations deal with the problem of being “blind” to the social media conversations?
Social Media is in fact for organizations Social Customer Relationship Management! (!"#$)
The Social CRM programs may start at the departmental level, but over time, they must gain corporate buy, in order to transcend the functional silos.
Marketing SalesService
& Support Innovation IT CollaborationCustomer
Experience
Social MarketingInsights
Rapid SocialMarketingResponse
Social CampaignTracking
Social EventManagement
Social SalesInsights
Rapid SocialSales Response
Proactive SocialLead Generation
Social SupportInsights
Peer-to-PeerUnpaid Armies
Rapid SocialResponse
CrowdsourcedR&D
Social CampaignTracking
InnovationsInsights
IT Collaboration
Software Enabler
TechnologicInsights
EnterpriseCollaboration
Extended Collaboration
CollaborationInsights
VIPExperience
SeamlessCustomer
Experience
Social CRM programs must gain corporate buy in order to transcend the functional silos
Marketing
Social MarketingInsights
Rapid SocialMarketingResponse
Social CampaignTracking
Social EventManagement
Sales
Social SalesInsights
Rapid SocialSales Response
Proactive SocialLead Generation
Service& Support
Social SupportInsights
Peer-to-PeerUnpaid Armies
Rapid SocialResponse
Innovation
CrowdsourcedR&D
Social CampaignTracking
InnovationsInsights
IT
IT Collaboration
Software Enabler
TechnologicInsights
Collaboration
EnterpriseCollaboration
Extended Collaboration
CollaborationInsights
CustomerExperience
VIPExperience
SeamlessCustomer
Experience
If there is no alignment between the di!erent departments of the organization, Social CRM fails and leads to a communication disaster!
Organizations are already doing Social CRM (Facebook pages, blogs, Twitter), but without a correct strategy, this will lead to failure.
Word spreads like a virus!Customer Servicecomplaint not solved!
So embrace Social CRM into the processes of the organizations.
Social Media isn't about Marketing…
…or Sales…
…or Support…
…its about all the processes in an organization that have a touch point with customers.
To follow the social media conversations,organizations need to trace the talk…
Your customers are already talking!
…to store the data of all the fans that they have on the social media channels, to be able to segment each customer…
…to di$erentiate the communication, to di$erentiate the o$er and to lead the conversation.
Usually Social Media is seen as a Marketing tool…
…so typically we see organizations doing reporting about…
…number of Fans, number of Likes, Sentimental analysis…
… but they are forgetting the most important value:
The Customer
You must apply all the principles of the CRM to the social media channels
Organizations Customers
Standardize processesRegister all the conversations
Di!erentiate the communicationDi!erentiate the o!er
Personalize the Conversationand build a relationship of trust …
Client
Organizations need to tackle Social CRM and integrate the processes into the organizations…
…because they are failing in the strategy of CRM, since the conversations on Social Media are not being taken care of.
Do You Still Want to
Be “Deaf” to the Social
Conversations?
Currently Brands are on 3 di#erent levels of “listening”
NoneThru Third
Party(Reporting)
Media Monitoring(Reporting)
But there is a 4th level of listening, that ...
... Identifies each Customer
... Monitors the Conversations
... Listen to each Customer
... Engage with each Customer
... to be on the Social Media
... and Lead the Conversations
Thank you.
Jorge Teixeira da SilvaBusiness Intelligence Executive @ [email protected]
@jteixeirasilva
www.dri-global.com+351 21 715 30 55
Let’s keep the conversation going or comment this talk, tweet me @jteixeirasilva at #scrm
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