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

Email

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

email

@

store

print

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