Definition of social CRM, based on the work of Dion Hinchcliffe.

1. Defining Social CRM
Peter Kim
Managing Director, North America
May 2010

2. Dachis Group | Social CRM
How does CRM become social?
From To
Roles Customer service representatives All employees engage
Function Process-centric Conversation-centric
Approach Contact management Community management
Channels Well-defined Dynamic and evolving
Value Periodic customer connections Sustained engagement
Model Simple transactions Complex relationships
® 2010 Dachis Group. Confidential and Proprietary

3. Dachis Group | Social CRM
Visualizing the Social CRM ecosystem
Participation and
Structured and oversight
unstructured data
Employees
Self-
service
Community generated
activity
sCRM
Customers
• Open participation channels
• Community-driven Collective
• Joint accumulated value intelligence
• Scalable relationships
• Improved and emergent outcomes
® 2010 Dachis Group. Confidential and Proprietary

4. Dachis Group | Social CRM
About Dachis Group
• Founded in 2008
• Located in Austin, Portland, St. Louis, London,
Amsterdam, and Sydney
• Deliver research, strategy, and implementation
The Estee Lauder Companies Coca-Cola Yum! Brands
Citibank Intuit: TurboTax Forbes, Inc.
® 2010 Dachis Group. Confidential and Proprietary

5. Thank you
http://www.dachisgroup.com
+ 1 512 275-7825
info@dachisgroup.com