Cómo gestionar mi estrategia social para atención a clientes

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Information Protection Policy Classification

Como gestionar mi estrategia social para atención a clientes.

Simón Torres Solution Specialist César Garduño Solution Specialist

Diseñando nuevas estrategias de Marketing para entregar un servicio al cliente de excelencia

CX

AGENDA •  SOCIAL •  MARKETING •  SERVICE

The Difference Between CRM and Customer

Experience (CX)

CRM or CX – What’s Different?

§  360o view of the customer

§  Tracking interactions with sales, service &marketing

§  Calls, emails, in-person interactions

§  Improved reporting on customers

§  Companies drive flow of information

§  Maximizing interaction revenue

Incorporating New Technologies to Enhance Customer Engagement

§  Continuous lifecycle for customer from buy to own

§  Customers in control of conversation

§  Explosion of channels - social, mobile, chat

§  Leverage analytics for decisions and personalization

§  Delivering greater customer lifetime value

CRM CX Goal = Customer Insight Goal = Customer Engagement

1990s 2000s 2010s

ERP

§  Back office functions that did not directly affect customers

§  Supply chain management

§  A common database, which supports all applications

§  Managing Business Data

Goal = Business Optimization

Customer Lifecycle

MAINTAIN"SELECT"

PURCHASE" RECOMMEND"

RESEARCH" NEED" RECEIVE" USE"

BUY! OWN!Support & Serve"Market & Sell"

7!

6!

5!1!

2!

3!

4! 8!

• Social Media

#1 EN LA RED ES LA ACTIVIDAD

HOY EN DÍA, LOS CLIENTES ETIQUETAN ANUNCIAN COMPARTEN VEN

1 BILLÓN DE INFORMACIÓN

32 Millones

2012

CRECIMIENTO 35

Millones 2013

90%

USUARIOS DE REDES SOCIALES EN MÉXICO,

QUE USAN FACEBOOK

#5

EL USO DE REDES SOCIALES EN MÉXICO OCUPA EL QUINTO

LUGAR EN CRECIMIENTO MUNDIAL

47%

AUMENTO DE USUARIOS DE FACEBOOK EN

AMERICA LATINA,ENTRE JUNIO DEL 2011 Y JUNIO DEL 2012

Fuente: Social Media and The Latin American Market, 2013.

Redes sociales ligadas al negocio

Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 15

de los usuarios de Facebook han dado “me gusta” a una marca

de los usuarios de Twitter han tuiteado acerca de una marca

70% de los ejecutivos de marketing tienen poco conocimiento de lo que se habla de su marca en las redes sociales

Fuente: “10 Facts about Consumer Behavior on Facebook” and consumer behavior study on Twitter, Constant Contact® and research firm Chadwick Martin Bailey Alterian’s 8th annual marketer survey, 2011

Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Oracle Confidential

75% postea un comentario negativo en una red social después de una mala experiencia

de los clientes después de una mala experiencia deciden cambiarse a la competencia

Source: “2011 Customer Experience Impact Report: Getting to the Heart of the Consumer and Brand Relationship”,,2012

Olvidarte de promocionar el contenido en todos los perfiles que tienes.

Publicar lo mismo en todas las redes sociales (Copy&Paste)

Errores en las Redes Sociales

Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Oracle Confidential

¿Cómo podemos apoyar?

Mobile

Social Media

In Store Contact Center Field Service

Direct Sales

Channel Sales Web Oracle Marketing Oracle Sales Oracle

Service Oracle Social

CX Foundation PaaS, Social, Mobile, Data Mgmt, Integration Tools, Process Automation, BI

Multicanalidad

Social Experience

Social Marketing Social Engagement & Monitoring

Crear y Planear

Publicar Ampliar

Analizar Listen

Monitor, Categorize, Route

Engage

Analyze

Oracle Social

23 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8

Social Marketing

Construye en redes sociales

Construcción y crecimiento de marcas a través de medios Sociales Incremento en la relevancia de comunicaciones en medios Sociales Integración de canales sociales en una solución centralizada para Marketing


Social Engagement and Monitoring

Entendimiento y colaboración

Entendimiento de qué es importante para los clientes Interactúa con los clientes a través de múltiples canales Autocategorización de señales para seguimiento de acuerdo a las roles del negocio


Oracle SRM

Demo

Be Engaging Be Insigh,ul Be Transparent

Cesar Garduño Sales Consultant

1 50 57

# Measure of CMO = ROI % are ready % decisions are made before calling a salesperson

Your Challenges

You

Customer

Reaching Customers

You

Customer

AD

PR

Event www.

@

Technology Impact

You

Customer

AD

PR

Event www.

@

in ?

Channel Overload

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Multiple Decision Makers

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

Customers Own the Conversation

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

Demand for Results

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

#* Data ^%

Dubious Data

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

#* Data ^% Analysis

Need for Better Analysis

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

#* Data ^% Analysis

Overcome the Challenges

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

#* Data ^% Analysis

$$$ Target

Focus on Your Customer

You

Customer

AD

PR

Event www.

@

in ?

? ?

? ?

Dialog

#* Data ^% Analysis

$$$ Target

Insight

Results Operate Strategically

65

79

4

1

% higher conversion rate

% incr. in rev. / customer

Days lead to contact before

Hour lead to contact after

DexOne Results

Mobile

Social Media


Direct Sales




Multicanalidad

Consumerization has affected our customer.

Mass media Internet / 1:1 Social/Mobile

Customer Power and Choice

Company Power and Voice

CUSTOMERS TAKE CONTROL

1% of consumers feel that their expectations for a good experience are met

86% of consumers will pay more for a better customer experience

89% of consumers switched to a competitor after a poor experience

Source: 2011 Customer Experience Impact Report (CEI), based on a survey commissioned by RightNow and conducted by Harris Interactive.

The Customer Conversation is Happening

58% of Facebook users have mentioned

a brand in a status update 39%

of Twitter users have tweeted about a brand

70% of marketers have little understanding of

social media conversations happening around their brand

A Fundamental Shift in Customer Experience Customers Are Demanding that Sellers Transform the Buying Process WELL INFORMED

Customers demand relevant and unfettered access to product information through many channels

MULTIPLE INTERACTIONS Customers choose when, where and how often they want to engage with sellers

HIGHER EXPECTATIONS Customers expect seamless recognition at every touch-point along with superior customer service

MORE INFLUENCE Customers increasingly exercise influence on social channels to provide feedback

Oracle Eloqua + Social Rela0onship Management (SRM) -‐ Transforming Social Conversa:ons into Ac:onable Intelligence

Learn Convert

Know ENGAGE •  Know: Filter & categorize relevant ac:onable opportuni:es

•  Engage: Respond to consumer signals real-‐0me via mul:–channel communica:on

•  Convert: Broadcast content and campaigns at global scale

•  Learn: Performance dashboards & metrics to track and improve marke0ng and social ROI

Listen to what people are saying about your brand

Know Your Customer: Eloqua Profiler

Extend Your Campaign Reach with Oracle SRM

Publish to multiple social media channels

Engage with fans and followers Social Engagement and Monitoring

Know Who Your Buyers Trust.

Trust

Linked to Customers?

Following Key Influencers?

Friends of Employees?

Enable Sales to Profile and Engage with Their Best Opportunities

Connect Marketing to Revenue: Eloqua Insight

Know the Score: SRM Analytics

Oracle Social

Social Experience

Social Marketing Social Engagement & Monitoring

Crear y Planear

Publicar Ampliar

Analizar Listen

Monitor, Categorize, Route

Engage

Analyze Mobile

Social Media


Direct Sales




Multicanalidad

Cómo gestionar mi estrategia social para atención a clientes

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