1. Social CRM A call for reviewing current CRM Strategy, Processes and Mindset throughout companies Fabio Cipriani November-2008 ? ! Concept, Benefits and Approach to adopt

12. Putting Social CRM to work: Understand Social Influence in CRM Building Blocks and transform it... The Social Influence changes the traditional CRM building blocks and requires companies to work towards a Social CRM concept composed by Social Strategy, Social Operations and Social Organization Strategy Operations Organization

13. To support this transformation, go deeper in the ‘Company life cycle’ from the customer point of view… Establishing need Consumption needs Need by influence Buying Paying Experience Searching Selecting Decision Comparing Sharing Sharing impressions Deciding Receiving Using Social web improves our sense of control and makes us more sensible to ads and willing to participate. This is an open door to understand and establish customer needs By sharing experiences, people connect and influence each other. Online reviews can be more important than a recommendation from a friend. Call for improved analytics Besides traditional price comparison via specialized websites, the prospect customer can now form groups to bargain prices thanks to some specific web 2.0 sites Paypal enabled new ways for paying for products and receiving from customers, but new social networks allows you to lend / borrow money from / to multiple users Customer is now empowered with powerful search tools capable of bring back text, pictures, music, video and any other digital content. Long tail economics happen here Search results can be frightening. Organization of information is now owned by the user via tags, categories and links. This is new taxonomy is called ‘folksonomy’ Based on previous experiences and other customer descriptions in social networks, blogs, and so on, the customer draws a conclusion about how satisfied he is Customers share their experience in virtual communities and other reviewing tools. It can consist of improvement suggestions, faults description or mere opinions Prospect customers can find plenty of opinions in multiple places or even ask online about your product to compare and finally decide. Connection is seamless and easy Better Supply Chain overview by connecting companies and external parties. CPFR improvement( Collaborative Planning, Forecasting, and Replenishment ) Customer support is now offered via web 2.0 channels as well. Some virtual communities allow users to support each other using a product or service. Lowering CS costs Company Life Cycle Customer behavior