Net Promoter and Social CRM

1. Loyalty and Social CRM
Tristan Bishop, Director of Digital Strategy
Symantec Social CRM 1

2. 20,500 employees Founded in 1982
48 countries $6.7 billion revenue in FY 2012
Footprint on a billion systems 1500 global patents
Every Fortune 500 company is Fortune’s Most Admired
a customer Companies
Symantec Social CRM 2

3. Overview
1 Connecting Social Media to Growth
2 Adopting Social CRM
3 Closing the Social Loop
Symantec Social CRM 3

4. Connecting Social Media to Growth
Symantec Social CRM 4

5. Social Adoption is Rising
• 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
Symantec Social CRM 5

6. 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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7. Loyalty Enables Growth
Customer Loyalty correlates to Compound Annual Growth Rate
(CAGR)
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8. Experience Enables Loyalty
Consideration Creates Commitment
• 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
Symantec Social CRM 8

9. 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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10. 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

11. Adopting Social CRM
Symantec Social CRM 11

12. Customers Control the Conversation
What Should We Do?
Symantec Social CRM 12

13. 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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14. Actionable Internet Mentions™ (AIMs)
1. An off-brand mention of a
Symantec product that requires All Mentions
analysis or engagement AIMs
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 Noise = all internet
employee best equipped to mentions that are not
relevant or actionable
engage
AIM ™ is a term created and trademarked by Symantec
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15. Studied Incoming Social Media Posts
1. Case: Request for help
resolving real-time issue
2. Query: Question that doesn’t
require support resource
3. Rant: Insult that merits brand
management consideration
4. Rave: Praise from Symantec
brand advocate
5. Lead: Pronouncement of
near-term purchase decision
6. RFE: Request to enhance a
product with a new feature
7. Fraud: Communication from
an unauthorized provider of
Symantec products
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16. Created AIM Classification Process
Problem WITH
Case
Product
Yes
Question
Query
ABOUT Product
Suggests
RFE
Requests Help? Improvements
Switching
Lead
Vendors
No
Exposes Piracy Fraud
Happy Rave
General
Mention
Unhappy Rant
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17. Closing the Social Loop
Symantec Social CRM 17

18. Staffed a Global Triage Team
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19. Prepared Social Responders
Endorsed by Senior Leaders Trained by Corporate PR
• Approved by BU leaders • Complete the training on
Symantec Social Media
• Experienced (often senior) University
employees
• Many Directors and Sr.
Managers
Symantec Social CRM 19

20. Began Triage Process
Blogs Social Media
Monitoring
Message boards Tool
Symantec Social Triage
Team
Employee Case
Response Query Review
Rant
Rave Product 1
Lead Product 2
RFE Product 3
Fraud
20
Symantec Social CRM 20

21. Gradually Added Products
Design 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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22. Volume: AIMs™ by Class, FY Q4 2012
Consumer = 10,437 AIMs
CPG AIM Volume
Rave 4143
Rant 2572
Case 1505
Fraud 1342
Lead 563
Query 271
RFE 41
0 500 1000 1500 2000 2500 3000 3500 4000 4500
Shared Engineering Services 22

23. CY13: EMEA SCRM
Next Steps
1. Train SES staff who can
read in
Spanish, Portuguese, Frenc
h 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

24. CY13: APJ SCRM
Next Steps
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

25. Symantec Social CRM 25

26. Thank you!
Tristan Bishop
Twitter: @KnowledgeBishop
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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.
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