Integrating Social Media Channels into Existing CRM Systems and Processes
The year is 2024, and you just walked into a department store to return a pair of jeans. As you enter the store, the near field communication (NFC) chip in your smartphone tells the store who you are because you have enabled the privacy settings to do so. The store knows you’re an active fan on Facebook. You’re even classified as one of their ambassadors. You’ve been identified as a frustrated customer after posting a comment on the company’s Wall about your brand new jeans being defective. One of the sales representatives receives an alert message that you’ve arrived, and she’s waiting for you in the jean section, holding a new pair of the same jeans, in your size, ready to make an exchange. The NFC chip in your phone has already confirmed your identity, reducing the need to show a receipt, credit card, or drivers license. You’re out the door with a new pair of jeans faster than you’re able to post a raving review on their Facebook wall, reclassifying you as an advocate in their CRM system.
“They replaced my busted jeans without even asking a question!”
OK, the year is not 2024, Cisco doesn’t sell jeans, and I’ve only been able to use NFC once in the year I’ve had it on my smartphone. But haven’t you wished that the company you just called already knew the past phone, email, even Facebook conversations you’ve had with them so that you didn’t need to explain yourself to them again and again? Isn’t your time valuable, shouldn’t all of their systems talk to each other to create a better, not worse experience for you? Read More »
A social opportunity was knocking but it was hard to hear, buried under thick layers of social noise and harder to reach by the right people with the right message. Cisco knew customers wanted to engage and were using social media tools to ask questions and share about products and services. But knowing what people were saying about Cisco and their purpose for saying it, required a strategy that met both needs.
Cisco assembled a team that would listen for and support a customer from their first social media post through the entire engagement. Members of Social Listening, Global Contact Center and Virtual Sales teams all met to discuss what it meant to develop and nurture a social channel.
The team’s initial instincts were right. Customers do use social media to research products and just as critically they use it to purchase. Research from the IBM Institute for Business Value analysis – CRM Study 2011 illustrates the potential and possibility of meeting customer expectations.
That was the theme of the Salesforce Cloudverse event last week in San Francisco. There were over 20,000 in attendance and Salesforce did an amazing job integrating customers throughout their event including Cisco. I was asked to participate in a pre-keynote interview on stage with Peter Coffee where he asked some questions around our use of Radian6.
Cupid has worked his magic and helped us bring together some awesome speakers for our February 14th Social Enterprise Day at Social Media Week. Check out our full agenda and information on how to register. All times are in Pacific Standard Time.
8:00 – 8:55 Networking Breakfast
8:55 – 9:00 Welcome
9:00 – 9:50 Executive Dialogue: Social Media through an Executive Lens Cisco executives, Carlos Dominguez and Sheila Jordan will share their perspectives on social media adoption. Carlos will tell his story on how and why he has become an avid social media user and Sheila will take you behind the firewall. She will highlight how you can prepare your IT organization to help drive adoption of social media and collaboration technologies. This dialogue will focus on understanding how a company can embrace social media at the executive level while protecting its intellectual property.
Dialoguers: Carlos Dominguez (@carlosdominguez), SVP, “The Tech Nowist”, Cisco and Sheila Jordan (@CiscoSheila), SVP, Communication and Collaboration IT, Cisco
Moderator: Karen Snell (@kcsnell), Social Media Communications Manager, Cisco
10:00 – 10:50 Cisco’s Social Media Journey This presentation will give you a sneak peek into Cisco’s social media journey, best practices, innovations and lessons learned over the years. Jeanette will also give you some tips on how to set up and scale your social media center of excellence based on Cisco’s center of excellence model. Presenter: Jeanette Gibson (@JeanetteG), Senior Director, Global Social Media and Digital Marketing, Cisco
11:00 – 11:50 Panel: The Road to Becoming a Social Business This panel will explore the framework for becoming a social business and offer perspectives on social content strategy to create great stories. This session will address questions on how to scale your social efforts across your company and globally, and will leave you with some practical tips and lessons learned.
Moderator: Michael Brito (@britopian), SVP, Social Business Planning, Edelman Digital
Panelists: Read More »
In 2006, Professor Andrew McAfee coined the term ‘Enterprise 2.0′ and he described it as “the use of emergent social software platforms within companies, or between companies and their partners or customers”. Due to the advent of social media in the corporate world, enterprises have started to become borderless. Delighting customers by knowing who they are and what they like is a key driver for many organizations to evolve into a social enterprise.
Fortunately, it is possible to deliver exceptional customer experience by leveraging social media and I practically witnessed it during Dreamforce, 2011. After attending more than a dozen breakout sessions and demos, I had a chance to review the underlying architecture, software, services, and mobile applications which can empower businesses to become more Social, Mobile and Local. The bottom line is that technology readiness is no longer an issue. An enterprise can now connect and collaborate with their partners as well as customers in a whole new way!
During the keynote presentations, numerous examples where shared showcasing how companies are using social CRM to delight their customers. I will share some of these examples later in this post. However, to deliver a personalized social experience companies will have to bridge the gap between data and people, which is possible by building a social profile for customers. Let’s look into a high level architecture used for delivering the above experience. Read More »