social srm best practices
DESCRIPTION
A roadmap to understand the business value and best practices for launching Social CRM.TRANSCRIPT
engage collaborate learn
Social CRM Best Practices
A Program Launch Framework
Value Proposition for Social CRM
• E-mail and phone call deflection
• Lower Average Handling Time
• Increasing First Call Resolution
• Customer Retention
• Brand Awareness & Value
• Advertising Equivalency
• Improved Customer Satisfaction
• New Product Launch - Revenue
• Marketing Campaign Effectiveness
• Improved Lead Generation and Conversion Rates
• Reduced Labor costs
• Speed to Resolution
• Mitigated Risk
Insights for Future Initiatives (Social Insights)
Insights For Existing Initiatives
(Dashboard ―Lenses‖)
Social CRM
(Auto Tagging, Auto Responding, & Auto Routing)
Customer Care Efficiency
(Integration to Customer Care)
ROI for Social CRM
$(100,000)
$(50,000)
$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Q1 Q3 Q3 Q4
Monthly Project Investment
Monthly Efficiency Benefit
Cumulative Payback
• Gross Margin can be improved by $268,257 in the first year alone of the social CRM project.
• Return on Investment in the two years of the project is greater than 1.8 times.
• IRR at the end of year 1 is 570%, and at the end of year 2 is 619%.
Value
1. Gains from Consumer Insights▫ Reducing traditional marketing research efforts like surveys and focus groups
to enable quicker delivery of results
▫ Gathering more frequent and better intelligence through scalability of a social monitoring solution
▫ Leveraging real-time insights to accelerate product development, messaging, and launch
2. Gains form Brand Protection▫ What percentage of revenue per week would your company lose if your brand
were attacked unfairly in the marketplace?
▫ How many weeks would your brand be impacted?
▫ How quickly could you mitigate the problem with social engagement and monitoring?
▫ What would it cost your company to recover from an unforeseen attack on your brand?
3. Gains from Lead Generation▫ Lower cost of lead acquisition through less expensive social channels
▫ Larger marketing conversion rates
▫ Shorter sales cycles due to better and faster informed buyers
4. Gains from Contact Center Interaction
Value for Marketing & PR
• Improve the effectiveness of your campaigns and activities
▫ Understand and quantify buzz around your product launches and campaigns
▫ Correct the course of campaigns that aren’t working, adjust your strategy
▫ Improve messaging and SEO
▫ Identify best sources, prioritize your investments
• Acquire additional customers at a lower cost
▫ Identify customer and prospect communities
▫ Join the conversation
▫ Identify and engage influencers
▫ Improve quality and relevance of sales tools
▫ Capture and share intelligence about your customers and prospects
Value for Marketing & PR
• Increase product awareness
▫ Understand the features and benefits that drive interest, apply to campaigns and product positioning
▫ Gain insights for targeting specific groups and segments
• Increase market share and leap-frog the competition
▫ Monitor top competitors at a fraction of the cost ofmarket research
▫ Understand what customers like/dislike about competitors
▫ Identify gaps in the marketplace expressed by consumers
▫ Identify and capitalize on emerging trends
• Reduce time and costs involved in new product launches
▫ Identify new product opportunities
▫ Create, monitor and measure online focus groups
▫ Reduce campaign testing costs and improvement cycles
Value for Marketing & PR
• Increase customer retention
▫ Understand and share specific customers’ needs and interests
▫ Identify and engage brand advocates
▫ Respond proactively, generate good will
▫ Identify and address threats to customer relationships
• Strengthen and protect your brand equity
▫ Identify emerging problems, resolve before they go viral
▫ Improve brand positioning by understanding brand strengths and weaknesses
▫ Adjust your actions as you see howsentiment around your brand changes
Value for Customer Care & Support
• Increase awareness of emerging issues▫ Monitor millions of websites in real-time for
relevant posts
▫ Identify urgent issues and filter out the noise without requiring human intervention
▫ Quickly identify negative sentiment and adverse events
▫ Automatically alert key individuals
• Improve speed and quality of response▫ Automatically route and escalate interactions
based on your rules, in under a minute
▫ Equip team members to collaborate
▫ Respond through multiple tools
▫ Integrate with multiple CRM and contact center solutions, simplifying response and tracking
▫ Capture detailed records, minimizing duplicate, inconsistent, and conflicting responses
Listen
Respond
Engage
Value for Customer Care & Support
• Improve customer satisfaction and engagement▫ Quickly identify where and when you’re needed▫ Engage with customers via their preferred
channel▫ Promote goodwill through timely assistance▫ Leverage social profiles to enable more
personalized service▫ Identify and engage with your advocates,
showing your appreciation
• Gain actionable service and support insights▫ Gain access to thousands of customers and
prospects who won’t typically contact you▫ Track the impact of your actions▫ Understand the quality issues that impact
satisfaction and buying decisions▫ Understand what customers like, dislike and
love about your company
Listen
Respond
Engage
Value for Product Management & R&D
• Improve the quality and volume of consumer and customer insights▫ Increase the pace of innovation with a constant stream of
ideas and feedback
• Identify new product opportunities and markets▫ Identify emerging trends as a basis for future development
▫ Gather detailed requirements in the detailed conversations
▫ Prioritize your efforts by viewing volume and velocity of conversations
• Decrease time-to-market for new products and services▫ Gain a high volume of input at a low cost and short period
of time
▫ Expedite prototyping and demo tests
• Improve the success of new product launches▫ Increase your precision in meeting consumer and market
demand
▫ Provide better product documentation to marketing and sales
Value for Sales
• Increase customer acquisition▫ Identify where customers and prospects interact
online▫ Catch leads in ―mid-air‖ as needs are expressed
around your products and services▫ Build targeted relationships by joining the
conversation at the right time with the right message
▫ Identify and engage the most relevant influencers ▫ Increase positive word of mouth and generate
referrals through increased engagement
• Improve sales effectiveness▫ Leverage real-time feeds to identify and respond
to sales triggers▫ Eliminate time spent manually searching for
relevant conversations▫ Improve your ability to resonate with your
audience by viewing their words and phrases▫ Know which features and benefits matter most to
your audience
Value for Sales
• Improve competitive intelligence▫ See how conversation, sentiment, velocity
and topics differ between you and your competitors
▫ Find the silver bullets in the conversation details
▫ Understand competitive strengths and weaknesses
▫ Get insight into new and planned product offerings and pricing
• Improve customer retention▫ Understand and address your shortcomings▫ Identify and engage with your advocates
online▫ Understand your customers’ needs by
viewing their real-time feeds▫ Leverage social profiles to provide more
personalized service, improved responsiveness and increase satisfaction
Social CRM ROI
Customer Trends Driving Social CRM
• 75% of online consumers (> 1.5billion) visited a Blog or Social Network site in 2010
• Over 75% of consumers trust peer recommendations
• Nearly 75% of consumers would rather resolve issues online versus traditional methods
• Publicly posted feedback to social posts were proved to be positive
Customer Care Social Ownership
• The integration of Social CRM into the customer service function drives numerous benefits:
▫ Ability to proactively service customers, enhance their experiences and strengthen their opinions of your brand to inspire positive word of mouth.
▫ Lever existing processes and systems.
▫ Representatives are empowered with the right tools and knowledge to effectively engage an individual—or a group—at the right time.
1. Maximize human resources
2. Cut costs
3. Strengthen customer relationships to inspire advocacy
Source: Aberdeen Group, June 2010
Customer Care Social Ownership
1. Consistent cross-channel experience
▫ Social media, phone, e-mail, and online chat
▫ Centralized feedback and 360 degree voice of the customer capture and reporting
2. Coordinated responses
Align with Enterprise Initiatives
1. Social Customer Insights: The 5M’s
Marketing
2. Social Marketing Insights
3. Rapid Social Marketing Response
Social Campaign Tracking
Social Event Management
Social Pull-Through
Marketing
Sales
7. Social Sales Insights
8. Rapid Social Sales Response
9. Proactive Social Lead Generation
10. Direct & Distributes Social
Commerce
11. Dynamic Social Supply Allocation
Service/Support
12. Social Support Insights
13. Rapid Social Responses
14. Peer-To-Peer Unpaid Armies
Innovation
15. Innovation Insights
16. Crowd sourced R&D
Collaboration
17. Collaboration Insights
18. Enterprise Collaboration
19. Extended Collaboration
Customer Experience
20. Seamless Customer
Experience
21. VIP Experience
22. Mobile-On-Mobile Location
• Define reason for effort
Prioritize by:1. Business Benefit2. Organizational Readiness3. Technical Complexity
Align with Enterprise Initiatives
Define a Few Use Case Scenarios
1. Scenario2. Stakeholders3. Topics4. Reports5. Integrating6. Value
Initial Deployment
1. Capture Insights
2. Track value to the business
3. Utilize stakeholder interviews
▫ Ask questions to quantify value to the business
4. Very selective in what you respond to
Stakeholder Insights
1. Focus on stakeholder topics
2. Train on their dashboard ―lens‖
3. Track insights
[Insert screen shot]
What to Monitor
1. Focus on Company forums
– i.e. Facebook & Twitter
2. Industry Forums
– Blogs, Forums,
• Too much focus on popular sites – too narrow
• Most companies respond to a few posts – labor constraint
• Agents spend too much time looking for actionable posts – Automate through business rules
Staffing
1. Call center agents are not always the best social CSR
2. Hire for social skills
3. Have candidates respond to sample social posts as part of the interviewing process
▫ Social writing skills - Personality
▫ Value added information
4. Use social agent positions as career development opportunities
Quality Assurance
1. QA – review agent responses and social responses to the agent responses
2. Monitor often!
▫ Monthly, weekly, and daily
3. Social QA is an extension of existing protocols already in place
Service Level Agreements
1. Align with Call Center hours of operation
2. Respond to necessary comments within one business day
3. Use auto responses satisfy expected immediate response and queue to Social CSR for follow-up response next business day
Social Media Policy
1. Who can respond2. Legal issues
▫ Information for internal use only▫ Promotion need frequent ▫ Customer account privacy
3. Provide CSRs access to approved company knowledge management system
▫ Approved messaging ,with out scripts▫ Clarify social misinformation
http://www.delicious.com/jamesoclark/social-policy-guidelines
Define Rules of Engagement
1. Many organizations provide their CSRs with documentation to ensure that they follow the appropriate processes when communicating with customers
2. Who can respond
3. Process maps for types of complaints
On-line Conduct
1. Purpose
2. Standards of conduct
3. Disclosure regulation
4. Trademark and Intellectual property
5. Confidentiality
6. Press inquiries
7. 3rd party paid endorsements
Involve Legal
1. Seek corporate counsel prior to launch
2. Federal Mandate
3. Customer privacy
4. Data security
5. Escalation channeling (off-line) & messaging
Metrics
Sample Metrics Include:
1. Number of followers / Interactions2. Number of customer communications deflected
from phone/e-mail to social media3. Rate of response4. Issue resolution rate (based on platform)5. Customers moved from social to direct 6. Utilize existing customer care metrics as
appropriate7. Customer retention (based on platform)
Business Rules to Route
1. Auto respond
2. Escalation (Leal, risk management, safety, etc.)
▫ Utilize existing customer care escalation standards
3. Faster response time - <15 min.
4. Lowers labor costs –
▫ Less manual monitoring
▫ Auto tagging
5. Scalability
Integration to CRM
1. Customer DNA insight
2. Lever existing customer care operation, processes, and swim lanes
3. Lever agents experienced with complex issues and escalations
4. Integrate into CRM database for holistic customer reporting
Using Auto Responses
1. Good for immediate response during off hours
2. Utilize personalized auto responses
3. Social CSRs are increasingly trusted to represent the organization without scripted messaging
4. Unified social messaging is needed for consistency
Public Response or Direct message
1. Posting a public answer is the most valuable response
2. Take private if you suspect a needed escalation – i.e. legal, risk management, customer privacy
3. Blocking abusive followers can make a consumer look dab on-line
Improvement
1. Think big…. Start small
2. Utilize Failure Mode Effects Analysis (FMEA)
3. Iterative, Agile approach
▫ Understand, adopt, adapt, execute
4. Iterative approach
▫ Understand, adopt, adapt, execute