Post on 20-May-2020
Deepening Customer Insights & Relationships
with social media and social CRM
@bsdalton
Barry Dalton
Senior Vice President
Multi Channel Customer Engagement
Telerx Marketing, Inc
Flash Poll
Primary business is B2C?
Primary business is B2B?
What we hope to accomplish
Social Media & Social CRM: Facts & Figures
Shaping a social business framework
A case study for future application
Discussion & Idea Exchange
Collaboration
Multi-Channel
Customer
Engagement Retail
IVR
Chat
Phone
Website
Print/TV/
Radio
IM/
SMS
Flash Poll
Who is responsible for social customer engagement strategy?
How do companies & brands continue to create
customer value in this ever-changing environment?
Topic Discussion
Is social media the answer?
Source: Avaya Customer Preference Report 2011
Customer engagement by the numbers
65% 25%
61%
The Return-on-Investment Challenge
14
Simple Math
ROI = Benefits - Costs
Costs * 100
# DC = Total Mention Audience * 5%1
Source: 1Forrester Research “ The ROI of Customer Service Communities,” Dr. Natalie Petouhoff, 2010
Media is Media
• What’s the ROI of… – a phone call?
– Email?
– Chat?
– Print ad?
– TV spot?
• “Impressions are impressions” – Hal Thomas
• The real question: – what is the conversion rate from shopper to
customer?
Shopper
eyeballs
Buyer Loyalist
Peer reviews
Friend recommendations
Competitive alternatives
User-generated content
influencers
When to Post
To increase engagement rate
How much to Post
To increase engagement rate
Customer Effort
What’s the business value of social CRM?
What’s the customer value of social CRM?
Topic Discussion
What’s your methodology for measuring
financial returns of other media efforts?
Topic Discussion
What are the elements of a social business framework?
Topic Discussion
Start with mapping the considerations
IDC 2012
Customer Engagement?
One Word…
MOBILE!
By The Numbers
Source: Nielsen Mobile Data Q3 2011
What’s the proper role of gamification in
the customer experience?
Topic Discussion
Awareness Familiarity Consideration Purchase Loyalty
Source: Adapted from McKinsey Global Consulting – Customer Decision
Journey - 2009
Source: Adapted from McKinsey Global Consulting – Customer Decision
Journey - 2009
mobile
social
web
@
store
call center
Awareness Familiarity Consideration Purchase Loyalty
Data CRM Twitter Forums Ratings/Reviews Phone eMail Blogs Comments Activity Streams
Market Research
Digital Market
PR Customer Service
Product Development
Other Functional
Areas
Knowledge
Outside In Inside Out
Case Study