on social crm - will mcinnes
TRANSCRIPT
the 1/9/90 rule Traditional CRM phases
• ‘Acquire’ or ‘Get customers’
• ‘Enhance’ or ‘Make the experience better’
• ‘Retain’ or ‘Keep customers’
the 1/9/90 rule• Everything is easy for everyone
• The consumer is in control of their stuff
• The organisation is in control of their stuff
• All the databases sing together like a gospel choir, sweet and heavenly
• Create stronger loyalty by offering tailored stuff
• Move faster and better than competitors by knowing more, sooner
• Reduce operating costs by minimising faff, replication and silliness
http://www.flickr.com/photos/icelandic_sheepdog/3071125716/ The prize
the 1/9/90 rule 1. Buzz monitoring
2. Community engagement
3. Community at scale
4. Joining up data sources
5. Then doing something meaningful with the results…
The mission
Phases of SCRM• Buzz monitoring
• Community engagement
• Community at scale
• --------- we are here
• Joining up
the 1/9/90 rule SCRM wishlist
• Involves Customer Service
•Offers consumers an SLA
•Documented, working processes across the organisation
•Appropriate systems and technology in place
• Internal training
•Underpinned by clear and agreed definition of value
•Manages privacy
• Is proactive
•Handles unstructured data
•Highly contextual