Web 2.0 should be part of your CRM
6 likes967 views
The document emphasizes the importance of integrating Web 2.0 tools into CRM strategies to enhance customer interaction. It discusses the evolution from traditional contact methods to dynamic, customer-empowered channels like blogs, podcasts, and social networks. The key takeaway is that incorporating these tools allows for better communication, customer feedback, and valuable data for marketing and service improvements.
![Jesús Hoyos [email_address] Blog: www.crmenlatinoamerica.com](https://image.slidesharecdn.com/web-20-should-be-part-of-your-cr3446/85/Web-2-0-should-be-part-of-your-CRM-11-320.jpg)
Web 2.0 should be part of your CRM
- 1. Web 2.0 should be part of your CRM Strategy as channels to interact with customers Jesús Hoyos www.crmenlatinoamerica.com
- 2. Some CRM History… Call Centers evolved into Contact Centers Static Web sites are now dynamic and offer many CRM functions Many departmental CRM solutions Account Statements, Web, IVR, Point of Sale, Email, Chat & Phone – many options to interact with the customer Lack of integrated CRM systems and processes – (Please hold, I will transfer you to …)
- 3. Are we really interacting with the customer? Lack of integrated process and systems are not allowing companies to listen to the customer Many options to interact with the customer where the focus is to CONTROL how we interact with the customer Lack of access to customer information at the enterprise level Customer calls in with a problem …Nobody can help the customer …This has created frustration with the customer … Customer turns to the web for information and to interact with others…
- 4. Now the customer is empowered to interact with others … Blogs, Podcasts & Videos Wikis, RSS, Social Networks Many other Web 2.0 Tools Community Marketing Consumer Generated Content The voice of hundreds and thousands You need to add Blogs, Podcasts and Videos as channels of interaction CRM + Web 2.0 = CRM 2.0
- 5. Community of Blogs … the consumers are talking Perú Colombia Argentina United States
- 6. Salesforce.com Blogs, Podcasts & Vidcasts RSS Comments Idea Exchange Blog : customer support and marketing tools Voting Good example of using blogs and other Web 2.0 tools … http ://success.salesforce.com
- 7. Another good example - Wells Fargo Blogs - http://blog.wellsfargo.com Blogs Podcasting Feeds / RSS
- 8. Customer Segments & Communities Product Specific Marketing Tool Educational Tool Customer Service Tool Text Mining & Web Analytics Maximize the use of your Blog
- 9. Next Steps … Come up with a strategy to integrate blogs and podcasts with your traditional CRM channels Use additional Web 2.0 tools for marketing, customer service and sales (RSS, Voting, Wiki, etc) Let the customer participate and interact with others Listen to the customer: text mining & web analytics Let your customer decide how to interact
- 10. Last Words … You should start focusing on incorporating all of these Web 2.0 tools into your CRM strategy as soon as possible. This is a critical way to keep your customers informed and involved with your company and brand. The key to this approach is allowing the customers to interact and be a part of the discussion. This customer interaction will provide you with an excellent data source for marketing, sales and service. Excellent data for customer segmentation .
- 11. Jesús Hoyos [email_address] Blog: www.crmenlatinoamerica.com