connecting the dots social media across the customer journey

Connecting the dotsEnhancing insight using social media

David JacksonCEO

Clicktools

© Clicktools Ltd. 2012

CRM

About Clicktools

CRM On Demand


Agenda

• Corporate challenges

• Social media across the customer journey

• Implications


Challenges


“Mindset”{noun}

a set of beliefs or a way of thinking that

determines one’s behaviour, outlook or

mental attitude

“Legacy”{noun}

something that has been superseded but is difficult to replace

because of its widespread use


(61%) Discount

(55%) Purchase

(53%) Reviews and product rankings

(53%) General information

(52%) Exclusive information

(51%) Learn about new products

(49%) Submit opinion on current products/services

(37%) Customer service

(34%) Event participation

(33%) Feel connected

(30%) Submit ideas for new products/services

(22%) Be part of a community

Discount (60%)

Purchase (60%)

Reviews and product rankings (67%)

General information (71%)

Exclusive information (68%)

Learn about new products (73%)

Submit opinion on current products/services (69%)

Customer service (63%)

Event participation (61%)

Feel connected (64%)

Submit ideas for new products/services (63%)

Be part of a community (61%)

Customer ranking Company ranking

Source: IBM Business Value Institute


Outbound customer communication 77%

Product/messaging innovation 54%

Inbound feedback 53%

Better understand customers 48%

None 3%

Other 2%

How marketers use social media

Source: Weber Shandwick


TotalCustomerExperience

EngagementEasy to dobusiness

with

Nice to dobusiness

with

Value for money

Product/Service Reputation


Social media acrossthe customer journey


Develop


Lead generation


Purchase


Use

Tweet to Case


Engagement


Must Do’s


Engagement


Single customer view

Transactions

Campaign responses

Solicited feedback

Call center activity

Social media activity

Product usage

CUSTOMERRELATIONSHIPMANAGEMENT

Campaign participation

Next best action

Business modeling

It’s that ability to listen to the customer and act on what they say. That could be through a survey, a tweet or a conversation with a call centre agent. The key is to bring all these elements together to find out what customers are saying.”Jim Davies, Gartner CRM analyst


0 15 30 45 60

32

51.59

12.5

3.2

0.8

I loved it

I liked it

Didn’t matter

I didn’t like it

I hated it

How did you feel when the company contacted you as a result of your Tweet?

Action not words

Maritz Research Sept 2011


Data not opinion

“Nonetheless, analytical-thinking skills have become even more important to this company. We need to come up with the ideas to innovate, and those innovations are always informed by data.”

Robert McDonaldCEO, P&G

McKinsey Quarterly Interview


Instant internationlization


Not just social media

Technorati 2011


From Social Media to Social CRM

THIS NOT THISTHIS NOT THIS

Customer journey Process

Interactions Transactions

Dialog Monolog

Integrated Fragmented


10 point plan

• Identify touch points and communities

• Prioritize social channels

• Build listening mechanisms

• Integrate listening into CRM in real time

• Establish alert mechanisms

• Build profiling models - next best action

• Empower staff to act

• Build linkage models

• Weed out legacy mindsets

Thank YouVisit our stand

Slides available on Slideshare

www.facebook.com/clicktools

@clicktools@tweetdavej