This document discusses the characteristics of social media and its impact on customer relationships. Social media is digital, has no production or distribution costs, allows for user participation and co-creation. It enables both explicit and implicit networks and user generated content that is visible, real-time, and persists indefinitely. For enterprises, social media adoption starts by addressing tasks and problems, and moves to social learning and innovation. The social customer is engaged through acquisition, retention, enhancement, complaints, word-of-mouth referrals, and co-creation. Social CRM aims to understand customers, engage customers through social networks and media, improve the customer experience, and measure customer engagement and outcomes.

1. SOCIAL CRM
India Social Summit 2010 #ISS10

2. Understanding “Social”
Source: Journal of Service Research 2010 13: 311
“The Impact of New Media on Customer Relationships”
http://jsr.sagepub.com/content/13/3/311

3. Characteristics
Digital
• No costs (production/distribution)
• No „gatekeepers‟ (publishing)
Pro-active
• Articulation (reviews, fan sites)
• Co-creation („beta‟ testing, reporting flaws, ideating, helping other users)
Networks
• Explicit (Social Networking/Gaming/etc. sites)
• Implicit (Communication/transaction patterns)

4. Characteristics (Contd.)
Visible
• What (user generated content can be seen by others)
• Where (services can see location of user)
Real-time & Memory
• Consumed at the time of production
• Available indefinitely
Ubiquitous
• Mobiles
• Internet of Things

5. “Social” @ Enterprises

6. The Value & Values for Enterprises
Scope of participation
extends to Employees, Innovation
Customers & Society
Learning
Tasks
Social software adoption starts with tasks (problem solving) and moves to social
learning & innovation
– John Hagel III

7. The Social Customer

8. Customer Relationships
Acquire Retain Enhance

9. The Social Customer
Complaints WOM
referral
Co- Transaction
creation
Source:
Journal of Service Research 2010 13: 341
“Analytics for Customer Engagement”
http://jsr.sagepub.com/content/13/3/341

10. Social CRM Yatra

11. Social CRM
Social Media
Broadcast Listen Real Time User Generated
Content
Social Networks
Communities WOM, Viral Collaborate Influence
Social CRM
Understand Customer Customer Measure Measure
Customers Engagement Experience Customers Outcomes

12. Thank you
@prem_k
http://j.mp/prem_k