A call for reviewing current CRM Strategy, Processes and Mindsetthroughout companies

Presented By:

Kathan Bhatt (3922291)Bhavin Chauhan (3922349)

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Over a last decade the Internet has contributed a lot in changing our life – both from a business as well as social perspective. Currently the industry expert’s calls Web 2.0 as an extreme set of innovative tools that is far beyond internet surfing and website publishing.

Web 2.0 has enabled us to interact with everyone quickly and easily with little or no cost. With over billions of people accessing internet on daily basis it has become a new world of interaction influencing major change in Social behaviour.

It all started with the web 2.0 revolution and its It all started with the web 2.0 revolution and its 4C’s4C’s

Web 2.0 is enabling: Collaboration Community creation Conversation Creativity

Image source:http://web2.socialcomputingmagazine.com/all_we_got_was_web_10_when_tim_bernerslee_actually_gave_us_w.htm

Web 2.0 stimulated fundamental changes in consumer behavior

Interactions between customer and brands starting earlier and never ending

New behavior patterns demand a new strategy, better segmentation, new channels and targeted messages and review of current customer facing business processes

Source: Fabio Cipriani (2008)

Web 2.0 provoked an expansion of the R in the CRM acronym

Company Social Networking:

Company / CustomerCompany / PartnerCompany / CompetitorCompany / Company

Customer Social Networking:

Customer / PartnerCustomer / CompetitorCustomer / CustomerPartner / Competitor

Source: Fabio Cipriani (2008)

• Single view of the customer based on the interactions history, customer profile data residing in the company’s base and data integration with internal systems

• Company owns the data but it is limited to previous interactions

• Phone• Fax• Email• Service• Letters• Personal contact• Company’s website• SMS• Instant Messenger• Chat• Media

• Phone• Fax• Email• Service• Letters• Personal contact• Company’s website• SMS• Instant Messenger• Chat• Media

• Blogs

+

•Single view of the customer is far more complex to achieve. Besides internal information, the company must rely on external information such as customer profiles in social networks and his behavior when participating in a community.

•Customer and other web 2.0 sites own part of the precious data

• Social Bookmarking

• Microblogs

• RSS• Wikis

• Social Networks

• Widgets

• Podcast

• Video sharing

• Forums

• Wish lists

• Price comparison website

• Reviews and ratings in retail sites

• Photo sharing

• Slides sharing

• Auction website

CRM 1.0 CRM 2.0

Source: Fabio Cipriani (2008)

• Focus on individual relationship (company to customer, company to partner, etc.)

• Limited view of the customer and his community preferences, habits, etc.

• Targeted messages generate value

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Customer Customer

Customer Customer

Customer Customer

•Focus on collaborative relationship (engaging a more complex relationship network)

•Multiple connections allow better understanding of the customer and his community

•Conversation generates value

CRM 1.0 CRM 2.0

Source: Fabio Cipriani (2008)

Customer processes developed from the company standpoint (customer life cycle for the company)

Process centric – adapt and optimize processes to support better customer interaction

Focused on CRM processes

•Company processes developed from the customer standpoint (company life cycle for the customer)

•Conversation centric – include the conversation factor to establish brand community, enable idea capturing and better segmentation

•Focused on the evolution of CRM processes and resulting impacts in the value chain

CRM 1.0 CRM 2.0Establishing

need

Experience

Shari

ng

impre

ssio

ns

Decisio

n

Marketing Sales Customer Service

Support processes

Operation processesValue

Expansi

on

Targeting

Retention

Acq

uisitio

n

Exp

an

sion

Targeting

Retention

Acq

uisitio

n

Source: Fabio Cipriani (2008)

A company’s online identity or e-image is far beyond what is has in the content of its website. Every organization holding an online identity is not only about their website, but it is about their online reputation.

It is all about: what are the public opinions for their business and how many people recommends it? Such questions are very sensitive and are necessary to be considered by every business organization to improve its online reputation.

Social Media plays an important role for improving your online reputation and also for improving Page Rank. Social Media is the only medium to up-lift the user traffic to your website by posting interesting offers, news, events etc. Whereas the presence of your do-follow links on online forums and popular blogs also helps improving your overall Page Rank.

If your business page appears on the first page of SERP along with other relevant pages that describes about your business, then it means that you really hold a good online reputation.

Social Media efforts on Affordable SEO Services site and facebook activities on Lets Nurture page are the only reasons behind the success they have earned so far. The facebook insights analysed on their business page shows in average 500 visits per week.

Apart from that, we are successful in increasing their Twitter followers from 900 to 1600+ within two months of period utilizing the tools and techniques that are provided by social networking sites.

Let us explore the company’s insights on facebook page and the importance of sharing company culture.

https://www.facebook.com/LetsNurture

Source: www.letsnurture.com

Source: www.letsnurture.com

Let us have a look on a short video published by facebook on world wide web. It clearly shows how can we help our business growth using Social Media.

Models and Frameworks

Social Media is Sexy

I love Social

Networking

Do you do Social

Networking?

“Those who insert themselves into as many channels as possible look set to capture the most value. They’ll be the richest, the most successful, the most connected, capable and influential among us. We’re all publishers now, and the more we publish, the more valuable connections we’ll make.” -Pete Cashmore, Founder of Mashable

Source: http://theadventurous500.com/good-business/social-media/social-media-quotes-socialnetwork-quotes