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Orange France has transformed its approach to customer services by building a team of 50 community managers who provide online support through engagement in third party forums. This has saved the company € millions via a reduction in call volumes. Meanwhile the Accor Hotel Group has provided 4,000 hotel managers with social media monitoring dashboards to help them increase customer satisfaction. In this session Catriona will explain how and why each brand took these steps, explaining the lessons learnt along the way.
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Implementing enterprise class Social CRM
Catriona OldershawManaging DirectorSynthesio UK
@CatrionaTweets
“We are now at a point that the customers' expectations are so great and their demands so empowered that our SCRM business strategy needs to be built around collaboration and customer
engagement, not traditional operational customer management.” - Paul Greenberg
Social CRM is amorphous, all encompassing, and a totally different beast from traditional, records-centric CRM
Social CRM: A virtuous circle of co-creation & collaboration
Engagement: community building &
online support
ResearchConsumer insights’ analysis;
Competitive intelligence
MarketingCreative concept
development; Campaign
measurement;Influencer outreach
PRCrisis
management;
Online footprint
measurement
SalesLead
generation;Prospect outreach
Customer supportComplaints
management;
Technical support
Other HR;
Executives’ reputations
etc
Customer Intelligence
Social Media Monitoring
Optimisation: Product & customer experience
improvements
Time is of the essence ... this stuff is perishable
Collaborating with customers to provide a better experience
Your experience of the brand is intimately connected to the hotel you stay at
1 global dashboard
40 country level dashboards
4,000 hotelier dashboards
> Pilot> Global rollout> Training> KPIs> Reward & recognition
Understanding the customer journey ...
Typical metrics from a hotel manager’s dashboard ...
Customer satisfaction index
Online satisfaction scores
Country-level and global dashboards
Cross-brand view of strengths and weaknesses
Engaging with customers & nurturing super contributors
Built out & refined ‘owned’ presence on the Webduring listening phase
LISTEN >> PLAN >> ENGAGE> Top forums> Super Contributors> Team of 50
“Fish where the fish are”
ROI is “in the millions of euros”> Reduction in call handling costs
To conclude …
Listening Analysis Engagement
To be most effective, Social CRM requires an holistic, three-pronged approach
Mix of real time & more contemplative analysis
This is a process of osmosis: a two-way collaboration between a brand and their
communities
Social media is maturing: we need to talk about Enterprise Class solutions
& whole organisations (people and processes) being empowered & involved
http://www.synthesio.com/blog
Catriona.Oldershaw
http://twitter.com/CatrionaTweets
+44 (0)20 7788 7448
Are you ready to start monitoring?
