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Similar a Social: Session 6: Social CRM Tools: What Makes Sense and What Doesn't (20)
Social: Session 6: Social CRM Tools: What Makes Sense and What Doesn't
- 1. Social
Social CRM Tools
What Makes Sense and What Doesn't
- 2. Tom Petrocelli
Senior Analyst, Social Enterprise
Enterprise Strategy Group
@tompetrocelli, enterprisestrategygroup.com
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- 3. Agenda
The Socially Enabled CRM Situation
The Goals and Benefits of Social CRM
Integration and Alignment
Focus on the Customer
Ideas For Achieving Success
Q&A
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- 4. How Is Socially Enabled CRM Different?
At present, it’s not any different
Socially enabled CRM applications have the same
social features as all enterprise applications
There are no special clusters of features
Social tools depend on the vendor more than the
application
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- 5. Preponderance of Social Tools In CRM
Applications
Number of Social Features of CRM Applications
12
10
8
6
4
2
0
Microsoft Dynamics CRM Salesforce.com SAP CRM SugarCRM Ardexus WebMode, Mode Zoho CRM
Chatter/Sales Cloud
Not much variance here
© 2012 Enterprise Strategy Group
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- 6. The Most Common Social Tools in CRM
Activity Streams
Micro-messaging/Group Discussions
IM or Internal Messaging
File Sharing
Task Sharing
Group Calendar
Only 10% to 20% of tools are integrated into the
CRM application
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- 7. Social Tools Deploy Widely
How has your organization’s deployment of social communication and/or
collaboration tools been rolled out? (Percent of respondents)
Social communication tools (N=239) Social collaboration tools (N=229)
80%
70%
70% 65%
60%
50%
40%
30%
20% 16% 18%
10%
10% 7% 5% 7%
1%
0%
Company-wide At a departmental At a divisional level Individual Don’t know
level employees use on
ad hoc basis
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- 8. Socially Enabled CRM Situation
Social tools are deployed to as many people as
possible and not targeted to CRM
When they are, there are a lot of tools
There is nothing special about how social tools are
implemented within CRM
Social tools are often not integrated into enterprise
applications
Don’t despair: This is only the first wave
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- 9. Adoption Drivers
Why did your organization deploy / plan to deploy socially enabled
applications? What would you say is the primary reason for deploying /
planning to deploy socially enabled applications? (Percent of
respondents, N=212, multiple responses accepted)
To allow employees to use their time more 16% Primary
efficiently 77% reason for
22% deploying
To be more productive overall 77% socially
14% enabled
To save on travel time and budget 75% applications
To collaborate internally more effectively 16%
75%
To create more efficient business processes 15%
70%
All reasons
To serve our customers better 12% for
67% deploying
Other 1% socially
17% enabled
4% applications
Don’t know 4%
0% 20% 40% 60% 80% 100%
© 2012 Enterprise Strategy Group
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- 10. Benefits of Socially Enabled CRM
Top Benefits
Reduced Travel Time
More efficient operations
Teams that work better together
Better decision making
Lesser Benefits
Better Customer Service
Higher Productivity
Only 36% of respondents claim to be able to provide better service.
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- 11. The CRM-Social Disconnect
Organizations want and get more efficient operations
and collaborate better
Organizations want but don’t get higher productivity
Organizations don’t want better customer service and
get that – which is not good
The benefits are working better internally
rather than interacting with customers
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- 12. How Do You Achieve Benefits of Socially
Enabled CRM?
Alignment & Integration with Business
Processes
Focus On The Customer
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- 13. Inhibitors to Wider Adoption
Outside of costs and regulatory concerns inhibitors
are:
Poor alignment
End-user resistance
Lack of executive buy-in (i.e. More resistance)
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- 14. Integration And Alignment With Business
Processes
Socially enabled CRM systems have too many
features
They can’t all be useful to CRM processes
Gap between expected benefits and actual benefits
maybe the result of misalignment with business
processes
Social tools as deployed don’t support business
processes well
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- 15. Characteristics of Social Tools
Mode Of Communication
Persistence
Users/Reach
Threaded
Response Time
Match the characteristics to the process you want to
support
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- 16. Contextual Social Enterprise
Understand the context within which a user operates
on a day to day basis.
Place social tools within the context of the user
experience.
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- 17. What To Do About Integration and Alignment
Find the tool that people will actually use most of the
time
Integrate the tools to the process not the other way
around.
Consider the characteristics of social tools
Be judicious; Don’t deploy every social tool just
because you can
Hide what you don't use, train on what you do
Deploy social tools as part of an enterprise
application or workflow
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- 18. Focus on The Customer
Overall IT is not using social tools to connect with
customers
But CRM is about customers
Social tools are not targeted to CRM needs
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- 19. What Doesn’t Make Sense
Micro-messaging on every entity
It’s like a fire hose of babble
Activity streams that report on everything everyone is
doing.
It’s a distraction
Not connected to processes or workflows
Following only works when users make use of core
functions.
Integrated video/audio requires too much attention
You can’t multi-task
It’s resource heavy
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- 20. What Makes Sense (Suggestions)
Make social tools part of customer-oriented processes
Build into CRM applications; Do not rely on general company
solutions
Keep everything in the CRM system please
Target social tools to user activities
Group Chat for escalation in tech support/service
Micro-messaging for quick tips and important updates
Activity streams for following daily account activity
File sharing for proposals
IM/Internal messaging as a replacement for out of stream emails.
Groups. Organize into groups.
Groups help you see only relevant information
Think: Context. Relevance. Process.
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- 21. Example: Escalation in a Technical Support
Contact Center
Real-time escalation
Group Chat because it’s carries an expectation of a real-
time immediate response, multi-user, many-to-many, but
single threaded.
Can connect a first-tier agent with an second-tier escalation
resource, and if that fails, an engineering resource.
Customer is not on hold or has to wait for a call back.
Better customer service drives the use of the social tool
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- 22. ESG Research
ESG Social Adoption Trends Survey, April 2012
353 online surveys with IT professionals who were familiar with
their organization’s current social enterprise, collaboration, and
messaging efforts, as well as forward-looking strategies.
Midmarket (100 to 999 employees) Enterprise-class (1,000+
employees) organizations in North America
Midmarket (44%), Enterprise (56%)
Respondents by gender: Male (73%), Female (27%)
Respondents by age: 25 and under (1%), 26 to 35 (25%), 36 to
45 (33%), 46 to 55 (32%), over 55 (9%)
Multiple industry verticals including financial, communications &
media, business services, and manufacturing
ESG Socially Enabled Enterprise Solutions Market
Landscape Report, May 2012
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- 24. #SCON12
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