Social CRM: Putting

the Customer First

Jacob Morgan
 What is Social CRM?
“Social 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.
It’s the company's response to the customer’s
ownership of the conversation."
~ Paul Greenberg, Author of CRM at the Speed of Light
 OR Social CRM Is…

Social CRM is a part of social business

that helps companies make sense of
(and then act on) the data they collect
from social customer interactions.
Current Challenges
• Multiple data sources

• Customer demands and

Expectations

• Customers taking control of

conversations and brand image

• Customer insights

• Humanizing the brand/transparency

• Staying ahead of the competition

• Acquire, develop, and retain customers

 The Customer is Changing.
Is Your Company?
The traditional customer is the one we all were as
recently as a decade ago.  We bought products and
services and based our decisions on utility and price. 
We communicated with the companies we were
dealing with by letter, phone call, and occasional
e-mail, if they had the facility to do that.  But that
customer changed because of a social change in
the early part of the millennium.  The customer
seized control of the business ecosystem and it
was never the same.“
~ Paul Greenberg, Author of CRM at the Speed of Light
 The Numbers
• Fastest growing sector for Internet use is communities (5.4%
in a year)
• Member communities reach more internet users (66.8%)
than email (65.1%) (Nielsen “Global Faces on Networked
Places”)
• By 2010 over 60% of Fortune 1000 companies will have
some form of online community deployed for CRM
purposes (Gartner Group – “Business Impact of Social
Computing on CRM)
Slide by Deloitte
Slide by Deloitte
 Will Companies Succeed?

“By 2010 more than half of companies that

have established an online community will fail
to manage it as an agent of change, ultimately
eroding customer value. Rushing into social
computing initiatives without clearly defined
benefits for both the company and the
customer will be the biggest cause of
failure.”
~ Gartner Group
Agenda
Agenda
Agenda

Created by Jeremiah Owyang and

Ray Wang from Altimeter Group
Dr. Natalie Petouhoff,
Dr. Natalie Petouhoff,
Did This Affect Stock Price?
“Don’t get numb
with the numbers,
it’s about the
customer
experience!”
 Models and Frameworks
Do you Social
do Social CRM is
CRM? Sexy

I love
Social
CRM
The Point

Thanks Mitch!
Qantas Gap is Small
• Prompt resolution (had
someone on the phone soon
after)

• Two-way communication (on

Twitter, email, and the phone)

• Collaborative relationship
(helped me select destinations)

• Personalization (I received a
custom Powerpoint presentation
with steps outlining how to get
the special offers)

• Feeling of importance
What Can be Improved?
• Respond faster (had I been in
the ASAP purchase phase, they
would have missed me)

• Post the issue into a

community (I’m sure I’m not the
only one who had this problem)

• Build an advocacy program (I’m

now an advocate)

• Know when I purchase (follow

up with me, get me to buy again,
follow my conversations)

• Collaborate with me and the

community (improving the
experience)
The Best SCRM Model is…

YOU
Long Road Ahead
 Key Takeaways
• Social CRM starts before social media
• As with E2.0, we are just scratching the surface
• Time to start looking deeper and beyond just social tools.
Time to start looking at business integration and strategy (let’s
get real)
• Technology is an enabler but SCRM is a strategy
• SCRM is an evolution of CRM, not a replacement
• Frameworks and models are still adapting and changing (and
this will continue)
• Find what works for your company
• End game should be to develop a social business
• There is still a long road ahead