jeudi 7 février 2013

Weekly News #6: Social CRM - 20 best read articles

Note: Don't forget our Pinterest Social CRM sheet !

Title: Why Extending CRM is Critical to Meeting Customer Needs
Date: 30/01/2013 - Source: CMSWire
Key Points:
Customer facing is now everybody ! The channels of contact no longer belong to the business; they’re owned jointly with the customer, and the customers are creating new ones on their own all the time
They've used their communities and the Internet to come armed with a wealth of information, perhaps with more than your salespeople or marketers have at their disposal
While the salesman used to be the conduit of information that could drive a sale, customers now drive themselves most of the way toward a buying decision. They reach out to complete the decision - and often not in the directions you may expect
It’s also critical to break CRM out of its current isolation within sales and marketing (and sometimes support). If everyone is now customer facing, everyone is likely to have occasion to need to learn about the customers they’re interacting with. Similarly, everyone may discover details about a customer or potential customer that belong in the CRM system
CRM was long heralded as the technology that would break down information silos within businesses. It can succeed in doing that — but, by definition, it can only succeed if it’s not contained within departments or restricted to traditional users

Title: The Keys To Consumer Loyalty as well as Social CRM
Date: 28/01/2013 - Source: Semantic Technology
Key Points:
Graph the road from client purchase in order to client loyalty (or a disappointment to ascertain devotion). Should you in which, you could properly discover that there are several routes on your own flow graph that can come to be able to dead ends - or otherwise head within unpredictable guidelines
Loyalty is not developed through economic transactions; it really is developed through the continuing knowledge about the business enterprise
Gartner found out that the depressingly reduced 10 % associated with businesses stated these people employed the particular insight they accumulated coming from studies
It is really an huge squander of your opportunity to hear as well as respond to clients, to represent failing to seize on among social CRM's fantastic promises: any two-way dialogue using the consumer
It's essential that everyone within your enterprise understands the actual critical value of faithful consumers, the value of the consumer experience in order to loyalty, in addition to their crucial part in allowing the client encounter
When anyone staff isn't able like a loyalty-builder, it's going to block out all the other devotion initiatives your small business has committed to

Title: Social CRM Brings Social Media Data into Business Focus
Date: 28/01/2013 - Source: Loyola University
Key Points:
Social Contact Management Systems
A recent study by Hootsuite discovered that approximately 44 percent of adults now use the web to share opinions about products
It costs around $3-4 respond to a query through social media and ten times more to do the same by phone

Title: NextPrinciples Offers Insights with New Social CRM Solution
Date: 24/01/2013 - Source: CMSWire
Key Points:
You can take information from social channels, analyze it, monitor and engage in conversations from the platform in real time,” said Sapountzis. He said integrations with leading CRM systems such as Microsoft Dynamics and SugarCRM allow users to do things like turn a positive tweet into a sales lead, directly from the CRM application.
People are connecting, sharing and learning at work in new and very innovative ways
Businesses must retool their organization to help employees, customers, partners and prospects to more easily connect, share, learn, find information and innovate to deliver better results
The companies that are doing this now are already showing significant competitive advantage and real, tangible business value

Title: Fostering Customer Relationships with Social Media, One Tweet at a Time
Date: 24/01/2013 - Source: CMSWire
Key Points:
It’s not a stretch to say that many of your customers are active social media users, and there’s also a good chance they may be talking about you on their social avenue(s) of choice
A recent study showed that 56% of customer tweets to companies are being ignored - Would you ever not return a phone call from a customer? Would you ever ignore his or her emails? Of course not! So why would you miss out on offering a meaningful response to a tweet?
Two of the more common social media dashboard applications available are TweetDeck and HootSuite, and they both offer simple ways to filter the stream (or perhaps more appropriately: ocean) of tweets to see what people are saying about your brand - Use these tools to set up search columns for the name of your brand, the names of your products, and any other key terms or hashtags related to your company. Now, you have a clear window into what is being said about your brand and you can create a strategy to respond appropriately. And remember: you must respond!
With the right strategy in place, you can still maintain a robust social media presence. In terms of the tweets you may encounter, you could narrow them down to questions, criticism and compliments
Questions should be answered as quickly as possible, you should respond and let the inquirer know where to send an email and that you will be happy to help answer his or her questions that way
Be sure to engage subject matter experts at your company who can help you answer questions and craft helpful responses

Title: Social media apps expected to give CRM market new momentum
Date: 23/01/2013 - Source: Information Week
Key Points:
Unlocking value and productivity through social technologies, twice as much potential value lies in using social tools to enhance communications, knowledge sharing, and collaboration within and across enterprises
Social CRM can provide a more accurate and complete view of the customer by extending CRM capabilities to enhance collaboration and provide relevant, real-time insight from both internal and external sources
Social media-enabled applications are expected to give the CRM market new momentum
With the proliferation of social media and increasing use of mobile devices, Social and Mobile CRM are the top two trends expected in the CRM market in 2013
However, we will see more enterprises investing in social CRM and social relationship management (SRM) solutions as they get more popular
With Mobile CRM, enterprises will be able to manage key customer relationships data in real time from handheld devices
The power of social technologies is pervasive and will be a challenge for organizations that refrain from implementing it. For optimal performance of the social CRM system utilized, I always recommend that the full adoption of the CRM software must occur in all departments of the business

Title: SaaS and Social CRM - Thinking Beyond Sales
Date: 20/01/2013 - Source: Cloud But Bright
Key Points:
Successful social CRM strategies put people (on the customer and the company side) at the center of their business. A social CRM strategy has to enable a company to manage beyond the efficiency side of customer interactions
A social CRM strategy is about a behavioral change for most organizations so they need to employ processes and systems that make it easy for people to engage, ask questions, locate answers and find experts
A social CRM strategy should include a social platform that connects the many internal systems a company uses seamlessly and easily, not just a connection to the CRM
Social CRM strategy is most likely going to be marketing-led but it also can start within specific lines of business
The best Social CRMs start by understanding and targeting the outcomes the business is striving for
The challenge is leveraging the right technology to support this change - The underlying technology needs to support distinct business outcomes for the lines of business involved and keep people on these teams at the forefront
The business climate has changed dramatically in recent years - This focus makes it even more critical that an enterprise CRM system is designed for a culture of constant innovation, collaboration and expansion of the business
Businesses must retool their organization to help employees, customers, partners and prospects to more easily connect, share, learn, find information and innovate to deliver better results

Title: Social CRM - Still a Mystery for Most
Date: 14/01/2013 - Source: Business 2 Community
Key Points:
Among 399 companies (42% B2B, 31% both and 24% B2C) a mere 16% make use of Social Media to enhance their CRM systems. 17% were not even aware of the existence of social integration into CRM, while a shocking 46% admitted to simply not using Social CRM
21% were planning to implement the social factor into their CRM system by the end of 2012
Social CRM cannot be defined as just ‘one’ system but rather “a mix of technologies, strategies and pre-defined goals
Awareness Inc. defines a social CRM system as one that “will integrate social prospect and customer data with traditional sales and marketing data
Adding the social to CRM does not simply mean adding customers’ social media accounts to your CRM, but to actively listen to what they have to say and what interests them most
That is why internal support dedicated to tightening the relationship between the business and the customer is equally as critical as being able to implement the right technology
A significant 89% of consumers are seeking to verify recommendations from friends and family online and four out of five consumers reverse their buying decisions after reading negative reviews online
Humanizing the brand is the key to a successful and profitable business and Social CRM provides a valuable basis for it

Title: Business Tips on Social Care and Social CRM
Date: 13/01/2013 - Source: Baochi Nguyen
Key Points:
47% of social media users have sought customer service via social media sites
83% of Twitter users and 71% of Facebook users expect a response from a company within the same day of posting a complaint or question
71% of those who receive positive social care are likely to recommend that company
Social media customer care cannot exist in a silo - Inevitably, the social care and customer service team cross paths
Social Customer Care Tips: Prioritize channels - Establish social care hours and response times - Define the escalation process
Social CRM Tips: Log and track social cases through a CRM platform - Measure and analyze social care metrics - Distribute social data to relevant organizations within the company

Title: 7 Tips for Integrating Social into Business Processes
Date: 20/11/2012 - Source: Enterprise Apps Today
Key Points:
Like the rest of the world, business processes are becoming "social", but it takes more than just using Twitter to get desired results from socializing processes
Being social, at least from a business point of view, is now synonymous with collaboration
This is thanks not only to the rise of Facebook, LinkedIn, Google+, Yammer, wikis and location-based services like Foursquare, but also to increased use of mobile devices that allow employees to connect to these services anywhere and at any time
So, what does this mean for your business? The answer is a lot. If you can integrate technology-enabled collaboration into the processes that your business relies on to function, chances are you'll get better results. The key is being selecting the right processes
Integrate technology-enabled collaboration into the processes that your business relies on to function - The key is being selecting the right processes
Mobile is another area with great potential to "socialize" existing processes to make them better
Go after low-hanging fruit by embracing social media for internal use first
Don't force your employees to use social media. Make it available, and early adopters will navigate to it naturally. These adopters are often the most productive in terms of content, and the content will draw the rest of the company
Think about the data that will be exposed to public social networks
Leverage the ability to build apps on Facebook for lightweight requirements where collaboration is the key need
Facebook and many of the other social networks have extremely robust and mature APIs

Title: Unleash the power of Social CRM
Date: 30/10/2012 - Source: Zero2Ten
Key Points:
Microsoft has made a big commitment to social networking with their acquisition of Yammer and the inclusion (and constant improvement) of features like Activity Feeds within Microsoft Dynamics CRM - Microsoft Dynamics CRM Activity Feeds provide real time notifications and quick sharing of information that the team cares about via quick and short updates
The issue with email alerts or reports is that it is not an efficient way to digest information
One thing I hear often is the fact that these system generated emails and reports are completely ignored (I.E. Deleted, Marked as Read, Moved to a ‘Junk’ folder, etc.) by the majority of the regular CRM Users
The Microsoft Dynamics CRM Activity Feeds comes to the rescue to solve all these issues - The user can decide how much (or how little) information they want to receive by choosing to follow (or un-follow) a CRM record
With a simple change on how you surface this functionality to your users, you go from a legacy solution ignored by many to a new and exciting feature that makes getting up to speed in Microsoft Dynamics CRM more fun and effective

Title: Everyone is Talking about Social CRM. Few are Doing It.
Date: 17/10/2012 - Source: Eloqua
Key Points:
Social CRM may seem like the topic du jour, but in reality most of the market isn’t adopting the principles or technology needed to truly make it work
Social CRM isn’t just about adding channels like LinkedIn, Twitter and Facebook to customer buying histories. It’s about meeting buyers where they want to communicate and making them feel valued
Social CRM provides the ability to scale one-to-one relationships, not only building trust with customers but the people customers trust

Title: Gartner Magic Quadrant: Acquisition Activity Booms In Social CRM Space, Jive, Lithium, Salesforce Dominate
Date: 03/10/2012 - Source: CMSWire
Key Points:
To demonstrate the economics of deploying these Social CRM systems in multiple customer relationship management use cases, including marketing, sales and customer service
Whether the low number of Leaders is due to the fact that Social CRM is still an emerging market remains to be seen
How does Gartner define Social CRM? It is a business strategy that generates opportunities for sales, marketing and customer services, while also benefiting online communities

Gartner says that all Social CRM applications should:
- Encourage many-to-many participation with customers
- Share user-generated content and data
- Provide communities with high levels of autonomy and engagement levels
- Provide the community with balanced purpose

Value and profitability are provided by:
- New customer insights
- Products and services differentiators
- Pushing sales
- Building brand trust
- Improving customer experience

Overall the, Social CRM applications should:
- Provide customers with the feeling that they are involved in making decisions of their own accord — as opposed to feeling forced into something by the enterprise producing the product.
- Give customers more control in their dealings with the enterprise, particularly in the customer’s online presence and their online reputation. It should also give customers control over what personal information is used.
- Provide customers with the feeling that they belong to an identifiable community

To even get into the MQ at all, vendors must:
- Cover at least two of the three main areas of CRM — sales, marketing, customer support
- Must have references from at least five clients who actively using the product in 2011
- Must have shown at least a 20 percent revenue growth in 2011
- Include functionality for marketing, sales or customer service departments — such as tools for social monitoring, managing customer communities, fostering customer interaction and and managing integration with traditional CRM applications

Focus on : Jive, Lithium, Salesforce

Title: Magic Quadrant for Social CRM
Date: 27/09/2012 - Source: Gartner
Key Points:
Vendor Strengths and Cautions : Artesian, Attensity, Bazaarvoice, Demand Media, Get Satisfaction, Jive, Kana, Lithium, Oracle, QuestBack,, Telligent, Visible Technologies, Artesia, Questback

Title: Social CRM in 2012: An Introduction
Date: 20/02/2012 - Source: Social CRM Insider
Key Points:
Gamification: Social CRM is all about creating collaborative experiences for customers and nothing I’ve seen so far can compete with how well applied game theories do that
Customer Experience Begins Core Aspect of sCRM: Social CRMs starting to be focused around driving and understanding the customer experience more than anything else
Customer Insight Joins More of the sCRM Conversation
Mobile sCRM: Understanding your customers’ need to be mobile and connected will be all the more important to your Social CRM strategy and technology - We’ll be adding the wider use of Near-Field Communications (NFC) to the prevalence of QR Codes
Life in the Cloud: Cloud is definitely growing as a preferred distributing, saving and sharing base for a lot of people

Title: Social Media Plus CRM Equals a Winning Combination
Date: 24/01/2012 - Source: Sikich
Key Points:
Tools that listen to social media streams are especially beneficial for businesses, even more so when you’re able to manage social media as well as interact with your followers
First, you will want to figure out the capabilities of your current CRM software. Can you leverage it and the tools within to incorporate social media?
Microsoft Dynamics® CRM, for example, is ahead of the game and paving the way for advanced social media management within CRM : Monitored Activity - Basic Analytics - Dashboard Management

Title: The Customer in CRM - Going Social?
Date: 10/01/2012 - Source: CRM Consultancy Blog
Key Points:
This post aims to look at how the Customer may have changed in the recent past and how this may affect the Analysis and Design of a CRM Solution in terms of examining the Customer Experience hand-in-hand with the User Experience
Often when I have read about these applications of Social Media in the past I have been quite sceptical about whether people actually engage or want to engage on these points - however I think the rise of Web 2.0 with the mainstream adoption of Facebook, Twitter and Mobile Apps have changed people’s perceptions on these points
Having worked in ‘old-style’ Sales and Event environments where our promotion of products was largely limited to traditional outlets (face-to-face, leaflets and so on) - it has become increasingly common for customers to expect and want more active social promotion than I have seen in the past
Often CRM Projects largely focus on automating or assisting a business’s internal processes – sometimes the goal being simply to improve existing processes via more sophisticated technology
There is obviously nothing wrong with these projects, saving money and being more efficient as a business is a good aim – however are these really CRM-focused projects, is the customer at the heart of these projects or simply a concept described through the more important needs of the business
In a way these are more Business Process Improvement projects that happen to use a CRM Application to achieve their results – you might use Dynamics CRM to give the Sales Team a standardised process that then feeds Order information to the back-end ERP system to allow Invoice statuses to be visible to the front-office as well as the back-office, but where is the customer in that project brief?
asking the question ‘where do your customers fit into this project?’ as opposed to CRM being purely focused on the requirements of the business rather than the requirements of the customers - What are your requirements for a CRM Solution’ and more ‘what are the requirements that your customer has of you’
Twitter/Facebook hashtags, followers and other factors give us more tangible metrics that can be captured within a CRM Solution to give us a feel for the strength and productivity of a relationship
To give a practical feel for this, I imagine a baseline of factors to capture might be the following: Relationship Strength, to describe how we perceive the customer relates to our business - Influence Rating, to describe the customer’s likely ability to influence other customers within the market - Network Rating, how well networked is a particular customer - Purchase Strength, how much purchasing power does the customer bring to our business
Am always minded to remember that many businesses across the world are run (and sometimes very successfully) on a mish-mash of Excel Spreadsheets a million miles removed from these concepts, and often our initial brief as CRM Consultants and Project Managers is to simply consolidate these into a CRM Database, but I think that these concepts should increasingly find a place in the wider CRM Strategy we should be advising for a business
Defining the Customer Experience of the CRM Solution is now becoming just as important to creating a successful project

Title: How Will The Financial Crisis Impact Customer behavior
Date: 08/11/2011 - Source: Nicolas Schriver
Key Points:
Customer relationship management has rose in emerging market, as competition was getting tougher, and the aquisition of new customers more difficult and costly. The spring of CRM also marked the arrival of a new era, where customers where more alert, more sounded, and that they could take over the power companies used to have.

Title: Customer Relationship Management Via Social Networks: Not Yet a Mature Market
Date: 02/09/2011 - Source: L'Atelier
Key Points:
Despite real growth in this market, there are still only very few companies that have integrated Social CRM into their strategy. The result is a fragmented market with vendors who are often still quite small
At the moment companies that have integrated Social CRM into their operations have done so on an ad hoc basis, more as an experiment than a fully-fledged strategy - Because of this, their requirements vary enormously, and so do the services on offer from the small-scale vendors
We can distinguish three main types of service: sales, marketing, and after-sales service

Title: Social, CRM, Social CRM, and Slacker Culture
Date: 01/06/2011 - Source: Michael Maoz
Key Points:
Some companies are looking at the next logical step for customer support: understanding the most likely reason for a customer turning for help and applying the appropriate level of service supported by the right information
After we capture the Tweet and respond, are we placing the content and interaction detail in the reach of the Customer Service rep to make them aware that an event occured? Are we analyzing a customer survey and getting back to the specific customer and supplying our own feedback?
The great companies have a passion towards customer service - The rest are slackers. I hear all of the reasons – lack of a budget, competing initiatives, lack of compelling ROI, lack of urgency, lack of authority

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