Presented at CSC Technology and Business Solutions Conference in New Orleans during June 2012, this presentation explains what Social CRM is and how Social Customers and Social CRM affects today's businesses. Social CRM enables the processes associated with marketing, sales and service/support to be powered by "social." However, in order for this concept to work we need to carefully think about what that means in terms of our operating model, our customer engagement strategy and our organization culture. Only by understanding different types of social customers can you create a flexible model for engaging with your customers in a way which you can develop, measure and ultimately co-create value together. This session explains social CRM and the types of social customers that exist. Using industry examples and projects that CSC has delivered, the speaker covers strategies, solutions and services that enable customers to add a social layer to their CRM strategy.

1. TECHNOLOGY AND BUSINESS
TBSC 2011 SOLUTIONS CONFERENCE
SOCIAL CRM AND THE SOCIAL
CUSTOMER
WHAT YOU NEED TO KNOW
Mark Walton-Hayfield
Social Business Strategist
Tuesday 12th June 2012
mark.walton-hayfield@csc.com
/in/markwaltonhayfield
@markw_h
+44 (0)7808 630386

2. What is Social CRM?
• CRM enables the core processes of • Social CRM does the same but with a
Marketing, Sales, and Service/Support different perspective to CRM
Customers Customers
Outside In Approach
Inside Out Approach
Channels Channels
Conversation Flow
Conversation Flow
Key Area
Marketing
Marketing
Service &
Service &
Support
Support
of
Sales
Sales
Focus
Enterprise Enterprise
Social CRM is an evolution of CRM but is better aligned to customers and their needs
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3. A Market Definition of Social CRM
“Social CRM is a philosophy and a business strategy, supported by a technology platform,
business rules, processes and social characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually beneficial value in a trusted and
transparent business environment. It is the company's response to the customer's
ownership of the conversation.” - Paul Greenberg July 2009
Quote directly from Paul Greenberg @pgreenbe but referenced 37k times including http://en.wikipedia.org/wiki/Social_CRM
Companies invested here... ...but their customers are here
Inside Out Approach
Outside In Approach
Contacts
Call Notes
E-mails
Meeting Notes
CTI
Image adapted and re-used from servicecloud presentation from Salesforce.com
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4. A Number of Drivers Affect How Your Customers Interact Today
• Broadband adoption
• Online shopping & research
• Try and maybe buy in store
• Brochures are not in shops
• Mobile and real-time
• Always connected
• Popularity of Social Media
• What do my friends think
• A person like me
“Through 2015, 80% of
enterprises will lack a
coherent approach to dealing
with information from the
collective”
Gartner - Business Get Social 2011
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5. The Social Customer Requires Many More Business Model Considerations
Who is the social customer? What matters most to them?
Savvy using social channels
Trusts differently than used to
Trust!
Communicates with peers
65% find peers most trusted source [Edelman 2011 Trust Barometer]
Communicates with companies
Gets what they want
20% use Twitter for customer service [Colloquy] Listen to customer needs and feedback.
Social. Mobile. Local. High quality goods and services offered.
Expects immediate response. Or nearly so Treats employees well.
Expects information available nearly instantly when searching Customers placed ahead of profits.
Increases velocity of consumerisation of work
Active participants in affecting change by using social networks
Re-used and re-purposed courtesy of Paul Greenberg @pgreenbe
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6. Not All Social Customers Are the Same or Have the Same Motivations
Organic Scheming Controlled
http://www.zdnet.com/blog/crm/here-they-come-organic-scheming-and-controlled-customers-are-you-ready-to-roll-with-them-guest-post/4390
Illustrations courtesy of Andreas Olofstom @olofstam
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7. CRM Has Changed, Customers Trust Each Other Not the Brand
When a company is distrusted* • 15% of consumers use print,
newspapers and magazines as their
first go-to source*
• 71% use the internet, social media,
friends and family as their first go-to
source*
• 43% of consumers trust “people like
them”*
When a company is trusted*
• 70% of consumers trust independent
experts*
• 74% of consumer purchasing
decisions are affected by key @mkrigsman
influencers on social networking
sites**
*Edelman Trust Barometer, 2011
TBSC 2012 ** Gartner User Survey Analysis: Consumer Marketing Using Social Network Analysis, Worldwide, 2010 June 21, 2012 7

8. You Cannot be Successful By Simply Managing and Talking at Customers
Employee Partner
relationships
Today you have to hear Innovate with new
your customers and co-creation
customer centric business
co-create value together of models
products
and services
There is an important Answer the question “what
network of stakeholders value trust is in it for me?” across all
you need to align with parts of the network
Customer
Sketch re-used courtesy of Mark Tamis @MarkTamis
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9. From Pain to Gain - The Threat and Opportunity of Social CRM
Image by @ericthefishking
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10. People Have Always Talked and They Will Continue To Do So
Image by @mkrigsman
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11. But the Communication Mechanism Has Changed and Is Now Amplified
Image by @mkrigsman
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12. In Order To Succeed Change Your Approach - Become Customer Centric
Image by @RockChalkJHawkr
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13. You Risk Becoming Extinct - Your Business Will Eventually Die
Image by @mkrigsman
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14. How Do You Cut Through All of the Noise and Hype Around Social Media?
Image by @Hebedesign
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15. Tune Into Your Customers, Filter Out the Noise - Focus On What Is Important
Image from FreeDigitalPhotos.net
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16. Understand How Social CRM Fits Across Your Customer Experience
Image by @mkrigsman
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17. Examples of Social CRM (listening) Being Used in CSC Engagements
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18. Enabling Social CRM For Our Customers
Customers The Purpose - Enterprise Processes & Workflow
Data and Intelligence
Channels
Outside In Approach
Collaboration for Customers, Partners, and Employees
Front Office
Security
Marketing
Service &
Engagement
Support
Sales
Back Office
Systems
Enterprise
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19. TECHNOLOGY AND BUSINESS
TBSC 2011 SOLUTIONS CONFERENCE
Thank You
Mark Walton-Hayfield
Social Business Strategist
mark.walton-hayfield@csc.com
/in/markwaltonhayfield
@markw_h
+44 (0)7808 630386

20. CSC CSCNews CSC CSCNews
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21. • Using the power of Social Media, Social Networks and Community collaboration a number of excellent external sources of information have been used to deliver this information to you with the permission
of the copyright owners for the resources used
• These resources have been noted throughout the presentation. However, Please find a complete list of external sources below who have provided permission to use their content for the purposes of this
presentation only.
• Special thanks go to fellow members of the Social CRM Accidental Community @scrm_ac in Paul Greenberg, Michael Krigsman, and Mark Tamis for allowing the use of their content in this presentation
Slide Description Contributor
3 Ravine of company investment vs customers Salesforce Service Cloud presentation via slideshare.net
4 Hey Banksy why don’t you return my e-mails Bruno Girin used under creative commens and with permission via flickr
5 Who is the Social Customer and Trust Paul Greenberg @pgreenbe used and adapted with permission
6 Organic, Scheming, Controlled Illustrations Andreas Olofstam @olofstam used with permission
7 Girl having a coffee and internet shopping Michael Krigsman @mkrigsman of Asuret via mobypicture http://mkrigsman.com/
8 People are Talking Sketch Mark Tamis @MarkTamis used with permission http://marktamis.com/
9 Scales of Justice image Eric the Fish @ericthefishking used under creative commons via flickr
10 People have always talked and they always will Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/
11 The communication mechanism has changed Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/
12 Change your approach image John Roever via flickr
13 Becoming extinct and dying image Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/
14 Cutting through the noise and hype image Hilde Skjølberg used with permission via flickr
15 Filtering out the noise image Used in accordance with terms of service within freedigitalphotos.net
16 Fitting Social CRM into your Customer Experience Michael Krigsman @mkrigsman of Asuret via flickr http://mkrigsman.com/
• The references from analyst firms included have either been used following the terms and conditions which CSC already has in place or via direct communication with the analyst firm quoted
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