cómo gestionar mi estrategia social para atención a clientes
Post on 19-Oct-2014
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Cómo gestionar mi estrategia social para atención a clientes. Diseñando nuevas estrategias de Marketing para entregar un servicio al cliente de excelencia. Taller impartido por Simón Torres, Oracle Pre-Sales Consultants, CX y César Garduño, Oracle Pre-Sales Consultants, CXTRANSCRIPT
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§ More information about information protection and classification can be found in the Information Protection Policy.
Information Protection Policy Classification
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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
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CX
AGENDA • SOCIAL • MARKETING • SERVICE
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The Difference Between CRM and Customer
Experience (CX)
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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
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Customer Lifecycle
MAINTAIN"SELECT"
PURCHASE" RECOMMEND"
RESEARCH" NEED" RECEIVE" USE"
BUY! OWN!Support & Serve"Market & Sell"
7!
6!
5!1!
2!
3!
4! 8!
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• Social Media
#1 EN LA RED ES LA ACTIVIDAD
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HOY EN DÍA, LOS CLIENTES ETIQUETAN ANUNCIAN COMPARTEN VEN
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MÁS
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DE
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1 BILLÓN DE INFORMACIÓN
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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.
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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
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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
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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
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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
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Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle Confidential Oracle Confidential
¿Cómo podemos apoyar?
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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
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Social Experience
Social Marketing Social Engagement & Monitoring
Crear y Planear
Publicar Ampliar
Analizar Listen
Monitor, Categorize, Route
Engage
Analyze
Oracle Social
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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
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24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
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
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25 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 8
Oracle SRM
Demo
Be Engaging Be Insigh,ul Be Transparent
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Cesar Garduño Sales Consultant
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1 50 57
# Measure of CMO = ROI % are ready % decisions are made before calling a salesperson
Your Challenges
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You
Customer
Reaching Customers
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You
Customer
AD
PR
Event www.
@
Technology Impact
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You
Customer
AD
PR
Event www.
@
in ?
Channel Overload
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Multiple Decision Makers
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
Customers Own the Conversation
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
Demand for Results
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
#* Data ^%
Dubious Data
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
#* Data ^% Analysis
Need for Better Analysis
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
#* Data ^% Analysis
Overcome the Challenges
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
#* Data ^% Analysis
$$$ Target
Focus on Your Customer
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You
Customer
AD
PR
Event www.
@
in ?
? ?
? ?
Dialog
#* Data ^% Analysis
$$$ Target
Insight
Results Operate Strategically
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65
79
4
1
% higher conversion rate
% incr. in rev. / customer
Days lead to contact before
Hour lead to contact after
DexOne Results
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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
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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.
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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
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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
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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
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Listen to what people are saying about your brand
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Know Your Customer: Eloqua Profiler
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Extend Your Campaign Reach with Oracle SRM
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Publish to multiple social media channels
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Engage with fans and followers Social Engagement and Monitoring
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Know Who Your Buyers Trust.
Trust
Linked to Customers?
Following Key Influencers?
Friends of Employees?
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Enable Sales to Profile and Engage with Their Best Opportunities
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Connect Marketing to Revenue: Eloqua Insight
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Know the Score: SRM Analytics
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Oracle Social
Social Experience
Social Marketing Social Engagement & Monitoring
Crear y Planear
Publicar Ampliar
Analizar Listen
Monitor, Categorize, Route
Engage
Analyze 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
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