1.Slide...... 2.Slide......

Need:

SET 1 Final Term

Customer Data

CRM 3

Consistently clean, reliable customer level data Continuously accessible by all units within the organization Can efficiently manage large amounts of data. 3.Slide...... Data Mining

In this course, we will use data mining broadly and define it as any activity in which data is prepared, analyzed and turned into actionable information to support decision making. Hence, we will combine statistics (predictive modeling) and strictly defined data mining. 4.Slide...... Data Mining

5.Slide......

Data Mining

Many techniques can be used depending on the objective.

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 Market basket analysis Patterns in transactional data Rules based on products purchased together Clustering/segmentation Define customer groups. Within groups, customers are similar to each other, between groups, they are not. Clickstream analysis Optimize web content. Which pages are visited most often, and who visits them Randomized experiment Test/control Experimental design 6.Slide...... Data Mining Descriptive Statistics Mean/median/mode Variance/standard deviation Classification/Prediction Regression Logistic regression Decision trees (CART/CHAID) Neural Networks Data reduction methods Principal components Factor analysis 7.Slide...... 8.Slide..... Data Mining

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Knowledge obtained from the data needs to be improved continuously.

Measure

Analyze

Test

Continuous Learning Cycle

Learn

8.Slide......

Customer Contact

Customer contact is the process of Designing Channel Personalize the message Hey Nihat, have you seen our commercial on Dear Mr. Solakoglu, Executing, and Measuring The customer contacts for any activity that requires an interaction between the customer and the company (i.e. marketing campaigns for a new product). 9.Slide...... Customer Contact

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10.Slide......

Track and Learn

Tracking customer interactions and learning and adjusting customer strategy is an integral part of CRM process.

How did we contact the customer? Was it a success (e.g., a marketing campaign)? Was the outcome of the contact different than what we
expected or the previous ones?

Can we leverage the result for future contacts?

11.Slide...... 12.Slide...... In tracking the contact results, we should be careful Not to compare apples and oranges Not to confuse cause versus correlation To look for the right definition of success for the relevant audience Remember tracking and analyzing results are linked to data mining efforts and can leverage a common infrastructure. Results tracking and customer accessible at the same data. 13.Slide...... Perspectives on CRM
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Track and Learn

data

should

be

14.Slide......

To recap...

Narrow perspectives Database marketing emphasizing promotional marketing linked to database efforts Customer retention only where a variety of aftermarketing tactics are used for staying in touch with the customer once a transaction is made Popular approach focus on individual relationship with customers that integrate database knowledge with long term customer retention & growth strategy 15.Slide...... To recap...

Strategic approach Put the customer first & shift the role of marketing from manipulating the customer (telling & selling) to genuine customer involvement (communicating & knowledge sharing) Customer relationships should be the focus of marketing Core theme is focus on cooperative & collaborative relationship between the firm & its customers Concept of customer selectivity since not all customers are equally profitable & thus marketing programs need to be tailor-made for each different segment 16.Slide...... To recap...

Cooperative & collaborative relationship between the the firm and its customers Customer Selectivity since all customers are not equal The aim here is not to prune its customer base, but to identify & develop appropriate programs & methods that would be profitable & create value for the firm & the customer A few common issues that CRM definitions highlight: Process oriented view that looks at interactions over a period of time
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 Explicitly highlight the collaborative & cooperative nature of relationships for mutual benefit Metrics of relationship performance include enhanced value 17.Slide...... Learning Relationship Process

18.Slide......

Perspectives on CRM - Evolution

Growing research in different facets of CRM Early approaches can be classified as: Anglo-Australian Approach North American Approach Broader Approach - UK 19.Slide...... Anglo Australian Approach

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20.Slide......

North American Approach

21.Slide......

Broader Approach by Payne

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22.Slide......

Broader Approach by Payne

Developed by Center for Relationship Marketing & Service Management at Cranfield University, UK This broadened view addresses a total of six key market domains not just the traditional customer market o It also advocates a transition for marketing from a limited functional role to a cross-functional role and a shift towards marketing activities for customer retention 23.Slide...... Six key markets...

Customer Markets - exiting & prospective customers + intermediaries Referral Markets existing customers who recommend to other prospects and referral sources or multipliers like doctors, who refer patients to a hospital or a consultant who recommends a specific IT solution Influence Markets government, consumer groups, business press and financial analysts 24.Slide...... Six key terms contd..

Recruitment Markets for attracting the right employees to the organization Supplier markets suppliers of raw material, components & services etc. Internal Markets organization, including internal departments and staff

SET 2 (Final Term)

1.Slide...... The Convergence January 26th, 2010 2.Slide...... 3.Slide...... Introduction Agenda of Social Media and CRM

The New Economy Social Media Impact

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Traditional CRM The Social Media Revolution Social CRM SCRM - Concept, Approach, Benefits. SCRM Technologies 2010 Q&A The New Economy The Impact of Social Media

4.Slide......

Social media is helping to forge a new era in business transparency and engagement, creating both new challenges and opportunities. Todays customers expect an honest and direct relationship with the companies with which they do business. Companies are asked to be increasingly transparent and personal, revealing their human side. Web 2.0 4 Cs Content, Conversation, Collaboration, Community. 5.Slide...... The New Economy The Shift

The Old Game Trying to Sell Large Campaigns Controlling our Image Hard to Reach

Social Economy Making Connections Small Acts Being Ourselves Available Everywhere

6.Slide...... Traditional Customer Relationship Management One to One Selling. o Company to Customer. Improved Operational Effectiveness Internal Focus.
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o o o o

Features and Benefits. Process Centric Automation. Workflows. Reporting.

Improved Interdepartmental Collaboration o Sales, Marketing and Service working as a cohesive unit. Data Driven - Easier access to information. o Data Centric All customer data in one Location Grew out the need to store, track, and report on critical information about customers and prospects. o More about the internal operations of a company. 7.Slide...... Social Media Revolution Transitioning CRM Focus

Content-Driven. o Relevant, compelling content. o Developing a blog post, podcast, YouTube video, or Webinar, creating attractive content is a key pillar of Social CRM strategy. Conversation-Centric. o Conversations generate value. People/Community-Focused. o Social CRM is all about people and community. o Customers contributing to product innovation 8.Slide...... Social Definition CRM

CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business
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environment. Its the companys response to the customers ownership of the conversation. By Paul Greenberg, President, The 56 Group 9.Slide...... Social CRM Definition

Social CRM is a company wide philosophy and a business strategy of engaging customers through Social Media for communicating trust and brand loyalty. 10.Slide...... Social Media Big Picture

11.Slide...... Social CRM Concept - Benefits - Approach What is it? Web 2.0 is expanded the R in CRM: CRM Relationship 12.Slide...... Social CRM - The Concept

Social CRM is a new organizational philosophy for governing our businesses in the new social economy.
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 Its a customer strategy by which sales, marketing and service departments use social media to engage and support the customer. Externally. How we share, interpret and act on those conversations in the best interest of customer. Internally. Interaction with the CRM software system. 13.Slide...... Social CRM

14.Slide......

Social CRM - SCRM

The 3 Pillars of Social CRM: Social Media o Customers on the Social Web. o Content, Conversation, Collaboration, Community. Customer Relationship Management o How Sales, Marketing and Service use Social Media both external and internal to the company. Transactional CRM o Conversion process where we are converting nurtured conversations to transaction business. 15.Slide...... Social CRM

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16.Slide......

Integrating Social CRM in Business The Approach

Create a Customer based Social Media Marketing Strategy. o Dont lead with tools and expect your audience to show up. P.O.S.T. o People, Objectives, Strategy, Technology o Groundswell - Josh Bernoff and Charlene Li Set Company Social Media Policy. Marketing should lead Social Media Strategy. Monitor, Monitor, Monitor. 17.Slide...... Benefits of Social CRM Organizational Shift

Marketing Teams o Meeting prospect at the point of need, earlier in the buying process. o Real Time listening and monitoring of conversations. o Gain faster and greater insight into the effectiveness of their marketing and communication efforts. o Helps define and refine their message. Sales Teams. o More relevant information on customers and prospects. o Integrated view of customer online conversations, analytics (SEO, Website) and existing CRM history.
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18.Slide......

Benefits of Social CRM Organizational Shift

Service Teams. o Empowered to provide memorable service. o Responding to the customer on the customers terms using the customers medium. o Integrated view of the interaction, engagement and conversation history. Product Development o Collaborate with the customer through the development phase. o Build advocacy and positive word of mouth. o Via forums, communities, contests and polls. 19.Slide...... Social CRM Benefits What to expect

Raise Marketing ROI thanks to better targeting, better product solution, customer experience and word-of-mouth. Improve marketing effectiveness. Identify new business opportunities and improve cross/up-sell abilities through increasing contact with existing and potential customers. Increase R&D capabilities and stimulate innovation. Increase customer loyalty Improve brand reputation. Decrease customer service costs through self-helping communities. 20.Slide...... SCRM Products to Watch in 2010

Traditional CRM Vendors offering Social Integration Microsoft Dynamics CRM Social Media Accelerator. SalesForce.com Chatter and Cloud Connectors Sugar CRM Cloud Connectors Act! Social Media Integration

Community Platforms Offering Social CRM Lithium Technologies Social CRM Suite Community Applications, Reputation Engine, Actionable Analytics, CRM Connectivity, and Social Web Connectivity.
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Brand Monitoring Offering Social CRM Radian 6 Webtrends and SalesForce 21.Slide...... Microsoft Accelerator 22.Slide...... Dynamics CRM Social Networking

Social CRM Conclusions

Social CRM does not replace traditional CRM. o It extends the traditional CRM capabilities to engage conversations with customers and the market. Social CRM humanizes the company. o The customers see it as a trusted peer. o Customers trust people like themselves. Social CRM puts the customer at the core of the companies strategy. o Affects the entire organizational structure and culture. o A new organizational mindset. Social CRM introduces new value drivers thanks to customers engaged with the brand. o Innovation through customers engaged with products.

1.Slide...... SET 3
2.Slide...... Agenda

(final term)

Traditional PR Social Media for PR How do you get there? 3.Slide......

Social Media Where PR fits with SCRM Key takeaways

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4.Slide...... PR is still a critical part of a companys brand management strategy 5.Slide...... Traditional PR Media Lists A Pitch Press releases to news outlets Exposure for company IF media writes a story about it Controlled company messages One way communication 6.Slide...... 7.Slide...... Traditional PR Channels Radio TV News papers Magazines PR Still VERY Important!

Senior Management Views of Common Organizational Functions Contributions to Success, Year-Over-Year Ranking, Corporate Respondents 8.Slide...... 9.Slide...... 10.Slide......
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Convergence

of

PR and Social

Media !

11.Slide......

Part marketing Part content creation Part Public Relations Part customer service Part relationships Part community management Part finding influencers
12.Slide...... The New Information Sources !

89 percent of journalists turn to blogs for story research, 65 percent to social networking sites such as Facebook and LinkedIn, 61 percent to Wikipedia, and 52 percent to microblogging services such as Twitter. ~ Cision Survey 2010 ~ 13.Slide...... 14.Slide...... Intersection of PR and Social Media The Customer is Changing Is Your Company?

The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same. ~ Paul Greenberg, Author of CRM at the Speed of Light ~ 15.Slide...... PR Trumps Marketing for Social Media Ownership

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Over 25% of companies put between 81 to 100 percent of budgetary control over social media in PRs hands, compared to marketing, with only 12.6 percent. 16.Slide...... PR/Comms Role

"A very persuasive argument can be made that PR/Communication, rather than Marketing, is the logical home for these highly personal and social media, because they require a relatively noncommercial approach," said Jerry Swerling, the Strategic Communication and PR Center's director. 17.Slide...... The Numbers

Fastest growing sector for Internet use is communities (5.4% in a year) Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen Global Faces on Networked Places) By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group Business Impact of Social Computing on CRM) 18.Slide...... Fortune 100 Companies

19.Slide......

New Communication Channels

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20.Slide......

Will Companies Succeed?

By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value. Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure. ~ Gartner Group ~ 21.Slide...... PR and Social Media

Blend traditional and new media to reach journalists as well as consumers Receive and send info in real-time Find additional sources of info Mine for new story ideas and obtain story feedback Get your word out faster in effective, meaningful and engaging ways 22.Slide...... Social Media for PR

Find local experts Find people/photos

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Seed story ideas Post events, connections Find creative graphics Research other story angles

23.Slide...... 24.Slide...... 25.Slide...... 26.Slide...... How Does SCRM Fit in All of This? What is Social CRM?

Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in at rusted & transparent business environment. Its the company's response to the customers ownership of the conversation." ~ Paul Greenberg, Author of CRM at the Speed of Light ~ 27.Slide...... OR Social CRM Is

a part of social business that helps companies make sense of (and then act on) the data they collect from social customer interactions. 28.Slide......

29.Slide......
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30.Slide...... 31.Slide...... Community and Advocacy is the New PR Strategy

No longer only journalists Its now: Your customers Your friends Your family Your employees Your competition Your future customers Social CRM and Conduct

32.Slide......

Companies no longer maintain control over their image Shift from centrally-controlled message to direct, real-time engagement Companies must be highly transparent, open and visible Conversations are public 33.Slide...... 34.Slide...... Word-of-mouth network has gotten more efficient. Much, much, more efficient. 35.Slide...... SCRM as a PR Strategy
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 Make community a focal point Advocacy and Experience matter Build and reach out to community for a strong brand presence Enlist their help and support Meet the consumers needs and wants a customer where she is and when she wants to actively listen 36.Slide...... PRs New Role within Marketing both

Message alignment and distribution between departments Crisis plans established Monitoring online conversations Timing of message distribution Tone of conversations and response Response time (social service level agreements) 37.Slide...... PRs New Role within Sales

Understand pricing and products What/where are the distribution channels? Sales/purchase cycle Who are the frequent purchasers? Who is the right contact in sales? Pricing and promotion matches marketing and PR! PRs New Role within Service and Support with

38.Slide......

Monitoring relevant conversations Understanding and identifying influencers (also marketing) Who are the right people to solve the issues? When can the issues be resolved? How do problems get fixed at the source? Product issues are PRODUCT ISSUES (or service)

39.Slide...... 40.Slide......
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41.Slide...... 42.Slide......

Product issues are PRODUCT ISSUES PRs New Role with the Social Customer

Lead and participate within your ecosystem Create a relationship based on sharing and providing value Engaging your customers Ambassadors provide word-of-mouth PR for your company Listen to what your customers want and learn from them 43.Slide...... PRs New Role

People + Conversion = Richer Relationship 44.Slide...... 45.Slide...... 46.Slide...... Take a Look at Now

Understand the business challenges and obstacles and how to overcome them Why do you want to have a dialogue with your community? Develop an integrated core communications strategy Look at your existing PR/Comm strategy - does social fit? You can start listening right away What resources can you allocate? 47.Slide...... Take a Look at Now

You can start listening right away How do you want to engage, what value can you contribute? What resources can you allocate?

48.Slide......
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49.Slide......

Alignment

Make sure that you understand where PR fits with other departments Develop a crisis management plan Be aware of current issues and whats being said? Determine channels and how/why they help solve your problem Who is going to lead the effort? Build the infrastructure first! 50.Slide...... 51.Slide...... 52.Slide...... Engagement Plan

What channels are going to be used? How are they going to be used? What are the customer/company expectations and benefits? (social service level agreements) What resources are you going to devote? Develop advocacy strategy

53.Slide......

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