Social Web (n.)a version of the World Web Wide, itself a branch of the Internet, where people communicate with other people directly through Websites

Customer Relationship Management (n.)

the practice of building a strong relationship between a business and its potential customers

Social CRM (n.)“The company’s programmatic response to the customer’s control of the conversation”- Paul Greenberg

Irrelevant (adj.)not related, not applicable, unimportant, not connected

Customer complexity

MarketingCustomer servicesExpectationEngagement

Customer control“Your most important customer is not your biggest, but the one with the loudest voice”

OK, but what is it?ListeningLoggingAssessingRespondingApproachingImprovingNOT controlling!

Why?Customer relationship more complexReducing your CACProtecting and enhancing your reputation

Complex customer relationships

Harder to reachHarder to keepHarder to keep quietPower goes beyond spend

Customer Acquisition Cost

Winning new customers is expensiveEx-customers less likely to recommend you

Reputation“Don’t worry about your reputation, worry about your customer service”

Social CRM is…ContactsMarketingLeadsSalesCustomer serviceCustomer retentionRecommendation

…and is…Customer focusedHolisticJoined upA mindset, not just a system

Are you tuned to your customer’s vision

Your mission statementYour offeringYour messagingEverything!