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©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

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

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Page 1: 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

Page 2: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

1

Understanding “Social”

Page 3: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

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)

Page 4: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

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

Page 6: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

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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The Social Customer

Page 8: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

Customer Relationships

7

Acquire Retain Enhance

Page 9: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

| ©2010, Cognizant Technology Solutions

The Social Customer

8

ComplaintsWOM

referral

Co-creation Transaction

Page 10: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

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Social CRM Yatra

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| ©2010, Cognizant Technology Solutions

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

Page 12: Social crm, prem kumar aparanaji, evangelist social crm, cognizant

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

Thank you

@prem_khttp://j.mp/prem_k