Orange France has transformed its approach to customer services by building a team of 50 community managers who provide online support through engagement in third party forums. This has saved the company € millions via a reduction in call volumes. Meanwhile the Accor Hotel Group has provided 4,000 hotel managers with social media monitoring dashboards to help them increase customer satisfaction. In this session Catriona will explain how and why each brand took these steps, explaining the lessons learnt along the way.
2. “We are now at a point that the customers' expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer engagement, not traditional operational customer management.” - Paul Greenberg
3. Social CRM is amorphous, all encompassing, and a totally different beast from traditional, records-centric CRM
4. Social CRM: A virtuouscircle of co-creation & collaboration Customer Intelligence Research Marketing PR Sales Customer support Other Social Media Monitoring Creative concept development; Campaign measurement; Influencer outreach Crisis management; Online footprintmeasurement Consumer insights’ analysis; Competitive intelligence Lead generation; Prospect outreach HR; Executives’ reputations etc Complaints management; Technical support Engagement: community building & online support Optimisation: Product & customer experience improvements
5. Time is of the essence ... this stuff is perishable