Case study on social CRM

1. CASE STUDY ON
SOCIAL CRM PRESENTED BY ,
HEERA MARIA
JIBY VARGHESE
MACFAST COLLEGE ,THIRUVALLA

3. SUMMARY:
Social CRM makes it possible for a business to communicate with
customers using the channel of their choice, either by phone, text, chat ,e-mail or
social media.
Off the back of these interactions social CRM system helps business
gather richer actionable insight about customer sentiment on their company, brand and
specific products or services.
The best CRM systems are able to take this dynamic customer profile
and put it to good use by disseminating that information cross different teams.

4. Social CRM is an open CRM model that advocates real time
interactions with customers, to come up with the ideas of innovation, product
development and pricing, and also get instant product reviews and opportunities for
word of mouth marketing.
 Complex and uncontrollable
 Enables organisations to be equipped to handle expressions of ideas
 Organisation need to capture the information and actively engage with a diverse
set of customers for effective relationship building.
 Have to create an environment where customers can interact with each other.

5. Earlier, the traditional CRM was based on an internal operational
approach to manage customer relationship effectively, but social CRM is based on the
ability of a company to meet the personal agendas of its customers along with the
objectives of the business.
 Customer engagement rather than customer management.
 Users want bank to respond to their queries through online social platforms.
 Presence of bank on the social media helps resolve issues before they get out of
control.

6. New-age customers have different expectations from bank, and want
to be engaged in a different manner.
The Indian Banking sector has also shifted from conventional CRM
to social CRM. The official such as RBI Governor and chairman of IDRBT,
accepts/understands that bank communication can no longer ignore social media.
 Banks has to see customers as more than just target for effective utilization of
potential.
 Customer satisfaction is of utmost importance.
 Banks try to find out more about each individual customers and raise awareness
among them.

7.  Bank Policies like KYC norms, government regulations and credit card do’s
and don’ts are being communicated effectively.
 ICICI Bank launched an initiative (2013) called Pockets which aimed at
allowing fund transfer through Facebook and have more than 30000
active users.
 Bank operations also carried out through Twitter hashtags.
 #ibal – account balance
 #itran – recent transaction
 #topup – recharge prepaid mobiles phones

8. Conventional/Traditional CRM Model:
 Followed a close relationship with customers
 Whole focus was limited to sales, grievance handling at the most.
Use of CRM- as a marketing tool has given rise to
 Viral marketing
 Brand building
 Market research
 Effective competitive analysis
 Product development

9. Examples could be
 Ford Launched Fiesta
 P&G

10. Social media, a rich source of information as far as understanding the
emerging customers’ trends and preference is concerned. As of current time, the
change is required, as the number of young people who uses new form of social
media to express themselves, which has encouraged the firms also to choose
social media.
Thus lead to the emergence of social CRM.

11. THANK YOU