Social crm, prem kumar aparanaji, evangelist social crm, cognizant

©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.

Prem Kumar Aparanji

Evangelist – Social CRM

December 2010

Social CRM

#ISS10

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1

Understanding “Social”

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Characteristics

2

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)

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Characteristics (contd.)

3

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

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4

“Social” @ Enterprises

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The Value & Values for Enterprises

Innovation

Learning

Tasks

Social software adoption starts with tasks (problem solving) and moves to social learning & innovation

– John Hagel III

Scope of participation

extends to Employees,

Customers & Society

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6

The Social Customer

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Customer Relationships

7

Acquire Retain Enhance

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The Social Customer

8

ComplaintsWOM

referral

Co-creation Transaction

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9

Social CRM Yatra

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Social CRM

10

Social CRM

Understand Customers

Customer Engagement

Customer Experience

Measure Customers

Measure Outcomes

Social Networks

Communities WOM, Viral Collaborate Influence

Social Media

Broadcast Listen Real TimeUser Generated

Content

©2010, Cognizant | All rights reserved. The information contained herein is subject to change without notice.

Thank you

@prem_khttp://j.mp/prem_k