I wanted to share my presentation from Social CRM 2011. I will be writing a post shortly to go into further depth, but did want to highlight some of the takeaways from the talk. The basic idea is that Social CRM is different things to different people – yes, we all know that. The reason is a good one, we all have different objectives.
Here is the presentation:
5 Things Marketing should consider:
- Stop assuming everyone is Social, look at the numbers
- More channels does not mean talk more, it means listen more
- Show your value internally and externally
- Social Media Management is not the same as Community Management
- Creating value is not the same as creating content
5 Things Customer Service should consider:
- Be accountable for Customer Service Experience, Customer Experience is much bigger,
- Phone skills are still important, statistics tell the tale,
- The most important person is the person you are talking to right now,
- Don’t assume someone else will answer the question, be the one that answers the question,
- Customer Service is not the new Marketing, it is Customer Service
5 Things Sales should consider:
- Future customers do not want to be your BFF
- Social Media is great competitive intelligence tool – which cuts both ways
- Sales is more a user of Social Media, use it to prepare, that is not wrong
- You do not have to Blog or use Twitter – But, respect those that do
- You are traditionally the most Social part of the organization – that has not changed
Mitch,
This is a great presentation. I think one of the driving forces behind a customer’s relationship with a brand or organization is largely time-based. Their needs and expectations change between the initial purchase, disposal, support and referral of a particular product.
We were kind of kicking around the idea of how social is impacting the traditional sales funnel, not changing yet but influencing how individuals make purchases. We were thinking that although ‘the purchase’ is a coveted outcome, so perhaps is advocacy. Is an individual, who only made a single purchase but is a strong advocate, referring many new customers any less valuable than a new customer. And if you begin looking at these different outcomes, it follows that organizations may need different approaches for maintaining and supporting those types of people.
So, if customers are more interested in the outcomes and not the relationship what type of sales funnel would that create?
Again, thanks for sharing!
-Jennifer