Social CRM Strategie

Hans Molenaar

Wil Wurtz, 2010

Hans Molenaar

Marketing Wetenschapsprijs

Wil Wurtz, 2010

Wil Wurtz, 2010

Beeckestijn Business Schoolwww.beeckestijn.org

Beeckestijn is een opleidingsinstituut met 20 jaar ervaring op het gebied van klantgericht management en innovatieve marketing / communicatie

Beeckestijn bundelt kennis uit bedrijfsleven en wetenschap Korte praktijkgerichte opleidingen Max 4 maanden Voor professionals, door professionals

Non scholae sed vitae discimus

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Wil Wurtz, 2010

Opleidingen Beeckestijn

CRM en klantgericht Management (post HBO en Post Doc)

Digital Marketing & E-commerce (post HBO en Post Doc)

Nima eMarketing-b

Postdoctorale leergang Customer Experience & Multi Channel Management

Post HBO Leergang Social Media

Post HBO Cross Media

Post HBO Sales Management

Post HBO Contact Center Management

Post HBO Customer Service Management

Post HBO Leergang Online Communication & Social PR

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Wil Wurtz, 2010

Agenda

Social CRM

Klantgestuurde organisaties

Hoe om te gaan met Social CRM strategie

“The purpose of a business is to create and keep a customer”

Peter Drucker, 1954(The Practice of Management)

MAAR WAT HEBBEN WE GEDAAN ?

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Social Customer

The new Social

Customer

Uses new online

channels and new

communication tools

Trusts in advices made by

online acquaintanc

es and strangers

Tends to buy more

online than offline

Wants to provide

feedback about the

product and customer service

Expects better

customer experience

Reads and creates product reviews, product

rankings and blog posts

Seeks support to

connect with like-minded peers

Bron: Fabio Cipriani

Evolution of Organizational Mindset

Innovation comes from one specialized source within the company (innovation group)

Frontline employees communicate targeted messages for transactional operations

• Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle.

• Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed.

!

!!

InteractionConversationContribution

!

TransactionFeedback

Employee Customer Employees Customers

CRM 1.0CRM 2.0

Bron: Fabio Cipriani

Evolution of the CRM landscape

Focus on individual relationship (company to customer, company to partner, etc.)

Limited view of the customer and his community preferences, habits, etc.

Targeted messages generate value

Customer

•Focus on collaborative relationship (engaging a more complex relationship network)

•Multiple connections allow better understanding of the customer and his community

•Conversation generates value

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Your company

Competitor Supplier / Partner

Customer Customer

CustomerCustomer

Customer Customer

Customer

Customer

Customer Customer

Customer Customer

CRM 1.0 Social CRM Bron: Fabio Cipriani

Wil Wurtz, 2010

Media

communicatie

ExtendedEnterprise

MassCollaboration

Industrial AgeCorporation

Value Creation

Critical ResourcesPhysicalFinancial

Knowledge

Self-Organization

TraditionalHierarchy

BusinessWebs

Klantgerichte organisatieKlantgerichte organisatie

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Management

Sales

Finance

Service

R&D

Marketing

Klanten

Bron: Wil Wurtz

Sociale netwerken

Management

Sales

Finance

Service

R&D

Marketing

Klanten

Bron: Wil Wurtz

“The purpose of a business is to create a customer, who create customers”

Shiv Singh (Razorfish), 2010

Klanten

Klanten

Klanten

Klanten

Klanten

Klanten

Social CRM: klantgestuurd

Management

Sales

Finance

Service

R&D

Marketing

Bron: Wil Wurtz

Klanten

Klanten

Klanten

Klanten

Klanten

Klanten

Klantgestuurde organisatie

R & D

1. Individual businesses or sites that channel the power of online crowds

2. Brand-sponsored initiatives or forums that depend on crowdsourcing. I've included those that are no longer active as well, for reference.

3. Brand initiatives that allow users to customise their products

4. Brand-sponsored competitions/challenges focussed on crowdsourcing

Bron: Anjali Ramachandran

http://crowdsourcingexamples.pbworks.com/

Klantgestuurde Productontwikkeling

Klanten

Klanten

Klanten

Klanten

Klanten

Klanten

Klantgestuurde marketing

Marketing

Bron: Wil Wurtz

Klantgestuurde Marketing

Reviews

Tell-a-friend

Buzz marketing

Word-of-mouth marketing

Referral marketing

Klantgestuurde Sales: reviews

Gestuurde referenties Spontane referenties

Klanten

Klanten

Klanten

Klanten

Klanten

Klanten

Klantgestuurde organisatie

Sales

Klantgestuurde sales

Klanten

Klanten

Klanten

Klanten

Klanten

Klanten

Klantgestuurde service

Service

Klantgestuurde Service

Prosumers

SOCIAL SERVICE, MARKETING EN SALES

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Wil Wurtz, 2010

HOE GAAN BEDRIJVEN OM MET SOCIAL CRM STRATEGIE ?

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HOE KOMEN WE TOT EEN SOCIAL CRM STRATEGIE ?

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VERSCHILLENDE MOGELIJKHEDEN

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Wil Wurtz, 2010

3 mogelijkheden

De Gartner manier

De Strategische Planning manier

De gewoon doen manier

DE GARTNER MANIER

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VANUIT STRATEGIE MANIER

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Wil Wurtz, 2010

Componenten Social CRM Plan

Businessobjectives

1. From business objectives to

customer objectives

2. Define social CRM strategy

3. Implement social CRM plan

4. Profile, measure,Improve

Evaluate social media performance

AssessSocial media

marketplace

Define social mediavalue proposition

Define social media mix

Implement customer experience on social

mediaExecute social CRM

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WAT WILLEN WE NU EIGENLIJK ?

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Werven

Behouden

Onderhouden Ontmoedigen

Ontwikkelen

Reactiveren

Klantdoelen

Wil Wurtz, 2010

Voorbeelden SMART Social CRM doelstellingen

Door co-creatie 8 productontwikkelingsideeen per half jaar

Migreer 40% van de klanten naar klantcommunity

Minstens 650 likes op facebook

3% van de klanten participeert actief op weblog

Reageren op alle klachten op twitter binnen 8 uur

Verloop deelnemers op klant community minder dan 15% op jaarbasis

Verbeter klantenservice door 30% van de service door klanten zelf af te laten handelen (klanten helpen elkaar)

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DE GEWOON DOEN MANIER

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Social CRM & Doen

Fase 1: Luisteren

Fase 2: Conversaties

Fase 3: Social Service, Sales en Marketing

SUCCES MET UW KEUZE

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MOCHT U MEER WILLEN WETEN OVER CRM OF CUSTOMER EXPERIENCE MANAGEMENT DAN BENT U VAN HARTE WELKOM OP ONZE PROEFCOLLEGES OF CLINICS VOOR MEER INFORMATIE ZIE WWW.BEECKESTIJN.ORG

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Contact

Hans Molenaar

hmolenaar@beeckestijn.org

Beeckestijn Business School

Postbus 333

3830 AJ Utrecht

T +31 (0)88-472 22 30

F +31 (0)84-220 79 87

E info@beeckestijn.org

W www.beeckestijn.org