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SoOcial Web with Ian Hendry, SMCVE June 17th Social Media Conference Bracknell
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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!