nps 13 loyalty_and_social_crm_at_symantec
TRANSCRIPT
Loyalty and Social CRM
Symantec Social CRM 1
Tristan Bishop, Director of Digital Strategy
Symantec Social CRM 2
20,500 employees Founded in 1982
48 countries $6.7 billion revenue in FY 2012
1500 global patentsFootprint on a billion systems
Fortune’s Most Admired Companies
Every Fortune 500 company
is a customer
Overview
Symantec Social CRM 3
Connecting Social Media to Growth1
Adopting Social CRM2
Closing the Social Loop3
4Symantec Social CRM
Connecting Social Media to Growth
• Social Network use increasing in every age group
• 60% of social network users follow brands
• 40% of the Fortune Global 100 use Twitter for customer service
Social Adoption is Rising
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Social Media in 2013
1. Social networking is now the most popular online activity
2. 62% of adults worldwide now use social media
3. 80% of US social network users prefer to connect with brands through Facebook
4. 40% of Twitter users regularly search for products in Twitter
5. Social commerce sales will total $9 billion in 2012
Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
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Loyalty Enables Growth Customer Loyalty correlates to Compound Annual Growth Rate
(CAGR)
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Experience Enables Loyalty
• Calculated “Lifetime Customer Value“ at $12,500 per cyclist
• Gave free parts and service to distressed “drop-ins” on family rides
• Won 400 brand advocates in first year • Sixty dollar parts investment protected
five million dollar value stream
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Consideration Creates Commitment
Awareness Enables Experience
• Drivers have mobile access to CRM and NPS data for EVERY repeat customer
• They know exactly who they are serving
• Awareness helps provide superior experience
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Social Increases Awareness
• “Your customers ARE discussing your brand on social channels! “
• “The conversation IS happening, whether brands care to participate or not!”
Deb Eastman, Satmetrix
Symantec Social CRM 10
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Adopting Social CRM
Customers Control the Conversation
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What Should We Do?
Adopted a formal Social CRM program
1. Integrates customer social activity with corporate knowledge
2. Fosters engagement with partners, prospects and customers
3. Generates opportunities for multiple business functions (sales, support, marketing, PR, engineering, legal)
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Actionable Internet Mentions™ (AIMs)
1. An off-brand mention of a Symantec product that requires analysis or engagement
2. Posted on a publicly visible social network, blog or forum
3. Posted by someone who is not a Symantec employee
4. Assigned to the Symantec employee best equipped to engage
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AIM ™ is a term created and trademarked by Symantec
AIMs
All Mentions
Noise = all internet mentions that are not relevant or actionable
Studied Incoming Social Media Posts1. Case: Request for help
resolving real-time issue2. Query: Question that doesn’t
require support resource3. Rant: Insult that merits brand
management consideration4. Rave: Praise from Symantec
brand advocate5. Lead: Pronouncement of near-
term purchase decision6. RFE: Request to enhance a
product with a new feature7. Fraud: Communication from
an unauthorized provider of Symantec products
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Created AIM Classification Process
Requests Help?
Yes
Problem WITH Product Case
Question ABOUT Product Query
No
Suggests Improvements RFE
Switching Vendors Lead
Exposes Piracy Fraud
General Mention
Happy Rave
Unhappy Rant
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Closing the Social Loop
Staffed a Global Triage Team
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Prepared Social Responders
• Approved by BU leaders • Experienced (often senior)
employees• Many Directors and Sr.
Managers
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• Complete the training on Symantec Social Media University
Endorsed by Senior Leaders Trained by Corporate PR
Social Media Monitoring
Tool
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Blogs
Message boards
Product 1
Product 2
Product 3
Rant
Rave
Lead
RFE
Fraud
SymantecEmployee
Response
Began Triage Process
Query
Case
Social Triage Team
Review
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Gradually Added ProductsDesign Launch
Backup Exec July 2011 October 2011
Endpoint Protection July 2011 October 2011
Net Backup August 2011 October 2011
Endpoint Mobility October 2011 November 2011
Enterprise Vault November 2011 December 2011
Website Security January 2012 February 2012
Encryption February 2012 March 2012
Norton Core March 2012 May 2012
Storage Management September 2012 October 2012
Norton Zone December 2012 January 2013
Norton Emerging January 2013 February 2013
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Volume: AIMs™ by Class, FY Q4 2012
Shared Engineering Services 22
Consumer = 10,437 AIMs
RFE
Query
Lead
Fraud
Case
Rant
Rave
0 500 1000 1500 2000 2500 3000 3500 4000 4500
41
271
563
1342
1505
2572
4143
CPG AIM Volume
CY13: EMEA SCRM
1. Train SES staff who can read in Spanish, Portuguese, French and German
2. Train Symantec escalation contacts who are fluent in these languages
3. Create global SCRM triage process for European languages
Shared Engineering Services 23
Next Steps
CY13: APJ SCRM
1. Train SES staff who can read in Chinese and Japanese
2. Train Symantec escalation contacts who are fluent in these languages
3. Create global SCRM triage process for Asian languages
Shared Engineering Services 24
Next Steps
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Symantec Social CRM
Thank you!
Copyright © 2010 Symantec Corporation. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners.
This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.
Thank you!
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Tristan BishopTwitter: @KnowledgeBishop