Complaciendo al Cliente Social: donde el proceso se encuentra con el caos
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The document discusses how technology has transformed customer expectations and interactions, emphasizing the need for businesses to adapt to self-sufficient and socially engaged customers. It outlines new marketing rules, highlighting the decline of traditional marketing and the importance of customer service as a marketing tool. The document also provides a phased approach for organizations to establish a social media presence and integrate customer feedback into their processes.
Complaciendo al Cliente Social: donde el proceso se encuentra con el caos
- 1. Delighting the Social Customer Where process meets chaos Clint Oram
- 2. About Me • CTO & Co-Founder, SugarCRM Inc. • linkedin/clintoram • clint@sugarcrm.com • slideshare.net/sugarclint 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 2
- 3. @sugarclint #crm12 #sugarcrm 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 3
- 4. Change 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 4
- 5. Technology has Changed our Society 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 5
- 6. Technology has Changed the Customer 60% expect to interact with other 63% search • Self-empowered customers when they like a brand on online to connect with • Self-sufficient Facebook people with similar issues to • Self-organizing get answers 80% more 41% expect a reply likely to try new within one hour things based when they connect on friend’s online with a brand suggestions Source: CMO Council 2011 Variance in the Social Brand Experience Report 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 6
- 7. Customer Expectations are Changing 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 7
- 8. Business must Evolve 75% customers frustrated with 42% don’t receive the brand because of assistance they were lack of knowledge promised after a on customer sales call history Do your employees create happy customers? 61% come away 52% had a feeling that the negative company knows experience nothing about them with a sales after service or rep sales call Source: SugarCRM/Harris Interactive Survey 2012 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 8
- 9. Know your Customer Over 350 million business Most businesses still professionals use use spreadsheets email to and email to track collaborate with their customers customers Everyone engages with the customer Social and But only 20 million mobile are people use CRM connecting software today everyone 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 9
- 10. The New Rules 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 10
- 11. You are Not in Control Rule #1 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 11
- 12. Customers Lesson Manage You Learned 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 12
- 13. Traditional Marketing is Declining Rule #2 Growth of Marketing Spend Over Next 2-3 Years Decline Grow -100% -80% -60% -40% -20% 0% 20% 40% 60% 80% -5% 67% Social Media -11% 64% Digital and Online -5% 61% Public Relations -8% 58% Direct Marketing -5% 58% Data Analysis -14% 57% Marketing Collateral -10% 48% Paid Search -19% 45% Events Print -67% 14% TV and Radio -74% 9% Out-of-Home -35% 8% Source: Booz & Company’s B2B Marketing Survey 2010 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 13
- 14. How People Connect Lesson with Companies Learned Inbound Permission Customer-Driven Outbound Interruption Vendor-Driven 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 14
- 15. Customer Service is Marketing Rule #3 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 15
- 16. Measure your Lesson Customer Satisfaction Learned 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 16
- 17. Join the Conversation Rule #4 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 17
- 18. Customers want Lesson Honest Dialogue Learned “85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.” Cone Inc Report: “Social Media in Business” 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 18
- 19. How to get started? 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 19
- 20. Seems Complicated 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 20
- 21. What are your social pain points? Marketing Issue Brand Escalation Protection Community Thought Support Leadership Support Knowledge Sharing Social Demand Generation Content Customer Sharing Engagement Customer Profile Sales 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 21
- 22. Start with Inbound Marketing 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 22
- 23. To Drive Customer Engagement 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 23
- 24. Phase 1: Establish your Social Profile 1. Build your LinkedIn profile 2. Start your company Facebook page 3. Create your Twitter account 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 24
- 25. Then Listen, Engage, Direct & Measure Phase 2: Employee Engagement Phase 3: Corporate Engagement 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 25
- 26. Phase 4: Integrate into All Processes
- 27. Listen, Your Customers Will Tell You Marketing Issue Brand Escalation Protection Community Thought Support Leadership Support Knowledge Sharing Social Demand Generation Content Customer Sharing Engagement Customer Profile Sales 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 27
- 28. CRM for EVERYONE See you in New York for SugarCon 2013! April 8th-11th
- 29. Thank You @sugarclint slideshare.net/sugarclint @sugarcrm facebook/sugarcrm 17/12/12 ©2012 SugarCRM Inc. All rights reserved. 29