Social Customer, Social Business Design & Social CRM
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Social Customer, Social Business Design & Social CRM A first draft towards a conceptualization
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Some thoughts about the social customer, social business design & social CRM
Transcript of Social Customer, Social Business Design & Social CRM
Social Customer, Social Business Design & Social CRM
A first draft towards a conceptualization
Characteristics of the Social Customer
A customer who seeks the open and collaborative conversation with and about a corporation, its products and its brands. Only a portion of all customers!
He/she is likely to exchange and share ideas, opinions and evaluations with the corporation and others interested in this topic in the social space(including social network, topic blogs, forums etc).The emergence of social space as valid information ressource is not
equal for all product/service categories!
He/she extends the perceived value of the product/service towards the online experience of the purchasing process.Though the online experience is important on the after-sales
evaluation it is not hindering the purchase!
Social Customer Orientation ismore than just Being Customer-Centric
Social Customer Orientation =
Customer-Centric Business Approach
+ Harvesting Network Effects from Social Tools for Customer Value Generation
Integration of the Social Customerinto the Social Business Design
© 2010 – Version 1.0 - Bjoern Negelmann, N:Sight Research
Customer Enterprise
CorporateObjectives
SocialToolset
CustomerValue
Low High
Reach & Awareness
Interest, Demand& Advocacy
CustomerSatisfaction
PricingMaximizing
Viral MarketingCommunity & Conversational
Communications
Realtime & Transparent
Customer ServiceCrowd Sourcing
Entertainment &Information
RelevanceSatisfaction by
Problem-Solving
Self-Esteem byParticipation in
Product Creation
Social Social CampaigningCampaigning
Social Social MarketingMarketing
SocialSocialServiceService
SocialSocialProductionProduction
Prospect/DemandConversion
Customer/PeerAdvocacy &Affiliate 2.0
Status, Self-Affirmation &
Giving/GettingInformation
SocialSocialSalesSales
Social CRM as IT-enabled Management of Social Customer Relationship
© 2010 – Version 1.0 - Bjoern Negelmann, N:Sight Research
Customer Enterprise
CorporateObjectives
SocialToolset
CustomerValue
Low High
Reach & Awareness
Interest, Demand& Advocacy
CustomerSatisfaction
PricingMaximizing
Viral MarketingCommunity & Conversational
Communications
Realtime & Transparent
Customer ServiceCrowd Sourcing
Entertainment &Information
RelevanceSatisfaction by
Problem-Solving
Self-Esteem byParticipation in
Product Creation
Social Social CampaigningCampaigning
Social Social MarketingMarketing
SocialSocialServiceService
SocialSocialProductionProduction
Prospect/DemandConversion
Customer/PeerAdvocacy &Affiliate 2.0
Status, Self-Affirmation &
Giving/GettingInformation
SocialSocialSalesSales
Social CRM Application Feature
Analytics ofSocial Activities
Field Sales & Advocacy Sales
Support w/enhanced information
ServiceSupport w/Enhancedinformation
Conversation SupportCampaign
Support
Bjoern NegelmannBjoern Negelmann
Get in contact and exchange ideas:Get in contact and exchange ideas:
Twitter: Twitter: http://twitter.com/bn_at_twitterhttp://twitter.com/bn_at_twitter
Xing:Xing: https://www.xing.com/profile/Bjoern_Negelmannhttps://www.xing.com/profile/Bjoern_Negelmann
Blogs:Blogs: http://blog.enterprise2open.com/http://blog.enterprise2open.com/
http://blog.n-sight.de/http://blog.n-sight.de/
Mail: Mail: [email protected]@n-sight.de
Bilder aus den Folien: iStockphoto Nr.: 000001682638 photocase Nr.: 24ep82a50779252,75t450779582
