2/07/2011
Ten Ways Social Media is Changing Sales and CRM By Jennifer Schiff
More and more businesses of all sizes are using social media sites, such as Facebook and Twitter and Foursquare, as a way to better engage customers and increase sales. However, just having a Facebook page or a Twitter account is no guarantee of success.
So eCRM Guide asked Pamela O'Hara, the co-founder and president ofBatchBlue, the maker of BatchBook social CRM software, and Margaret Donnelly, the vice president of marketing and business development atJitterJam Social CRM, how companies can leverage popular social media sites, as well as YouTube and Flickr and blogs, to enhance and improve their customer relationship management (CRM).
Social Media Monitoring and CRM Tips
Herewith are 10 ways social CRM can benefit your business.1. Social CRM can help you target your marketing to key segments. "Brands are looking to see ROI from their social marketing activities," said Donnelly. "By using customers' interests, conversations, location, demographic and other data gathered from various social media sites, marketers can capture and utilize that intelligence to create very focused messaging and offers to motivate their contacts to act. This enables the brand to see the entire cycle of customer development from their social marketing efforts, from initial discovery to transaction and beyond."
2. Social media monitoring can help you uncover potential customers and find out which customers are influencers. "People are talking about products, brands, product categories, wants and needs at a staggering rate [online]," noted JitterJam's Donnelly. Monitoring the social web enables businesses to monitor the chatter and sentiment about their products and services as well as the competition's, she said. "More importantly, social CRM enables businesses to identify current customers — including the ones who are potential influencers and advocates for your brand — as well as prospective customers," said Donnelly.
That's why Donnelly advises business owners to monitor conversations around their brand, their products and services and their competitors, using appropriate keywords. "For example, a backpacking products company could search for people talking about backpacking and hiking trips," she said. "Gathering these social conversations [in one place like your CRM system] enables you to track the volume of conversations about your brand or market over time," and then use that information to better engage and interact with your customers.
3. Social CRM can help you monitor what customers are saying about your brand and your products (for better or worse). "Monitor your product name, your company name, or just keywords for your industry, and then pull those bits of information into your CRM system," said O'Hara. That will help you get a true sense of what customers (potential and existing) are saying about your products, services and business, so you can adjust or target your marketing and development strategies accordingly.
4. Social media can be a wonderful customer service tool — especially for countering negative comments. Monitor those sites where people can leave comments about your business, products and service, advised O'Hara. That way, if or when someone has something negative to say, you will know right away and can respond immediately. Responding online, in a public forum, in a sympathetic and helpful way "goes a long way to showing that person that you're listening, that you care — and it also shows everyone else who's privy to that conversation that you're there and you care and you're taking the time to reach out to someone who had a bad experience."
5. Social networks are like having a free focus group. When Kent Krueger, chief dog spoiler at SitStay.com, a maker of "good for your dog supplies," needed help picking a label for the company's new line of SitStay-branded dog treats, he turned to Facebook. Specifically, he turned to the (then) over 21,000 dog lovers (that number has since risen to over 25,000) who "liked" SitStay.com's Facebook page to help him choose which one to use. Not only did SitStay.com's Facebook fans quickly identify a favorite, they made the label even better by pointing out that "Made in the USA" was missing, "which is very important to our demographic and dog treats," Krueger said.
6. Social media can build community and lead to new opportunities."We've run a Twitter chat for the past couple years (we're actually evolving it shortly into a video chat), where we invited small business owners to come once a week," said O'Hara. "We talk about different issues for small businesses — how to use social media, what virtual collaboration tools people are using, how to manage your finances," and other topics of interest to small business owners. As a result, there are now more than 20,000 people following that Twitter account, and it's been a great way for O'Hara and BatchBlue to connect with business owners and has even led to several business opportunities the company might not have found otherwise.
7. Social media can be a great promotion and sales tool. JetBlue set up @JetBlueCheeps on Twitter to promote "great deals on last minute flights every Tuesday." And the account has amassed over 150,000 followers (who have helped fill up planes). Similarly, many bricks-and-mortar businesses are using Foursquare, a mobile social tool, to engage their mobile customers, offering them discounts and prizes like a free cup of coffee or a coupon for 10% off their next purchase when they check in on Foursquare at their store or restaurant or business, which often leads to actual purchases.
8. Social media can help establish you as an expert people want to buy from. For example, one real estate agent O'Hara worked with set up a Facebook page where she posted pictures, videos and information about events in her community, giving prospective home buyers a real flavor of the community and establishing herself as a kind of trusted friend and guide — someone who people would want to buy a house from.
9. Use Facebook to let customers get to know your business and the people behind it. Use sites like Flickr and Facebook to post pictures of your products, either on their own or being used by customers, fun events sponsored by your business, as well as employees — images that accurately portray your company culture and give people a true sense of who you are and what you do. People tend to trust and buy from companies they feel they know and have a relationship with.
10. Use YouTube to educate your customers. Use video networks like YouTube or Vimeo to post helpful how-to guides that show your customers how to set up or use your products, advised O'Hara. This form of outreach and customer education engenders loyalty — and can help you attract a wider audience for your products and services.
Jennifer Lonoff Schiff is a regular contributor to Internet.com and runs a blogfor and about small businesses.
7/07/2009
CRM的基本精神與實施 by馬智宏
◆CRM是英文Customer Relationship Management的縮寫。
◆CRM就是以現代信息技術為手段，以客戶為中心，以最大限度滿足客戶需求為目的，對企業的市場策略、各部門的功能職責、工作流程進行重新設計，從而使企業收益最大化的一系列的設計過程。
二、 為什麼要開發客戶關系管理(CRM)？
目前企業的競爭已經從產品質量、價格的競爭逐漸轉變為服務的競爭，這種競爭呼喚CRM。
1. Internet 改變了傳統的商業模式
(1) 客戶接觸方式
(2) 銷售方式
(3) 客戶服務方式
2. 客戶的期望值和需求越來越高
(1) 更好的產品與服務
(2) 隨時隨地的訪問
(3) 更便捷、更快速…
3. 短缺經濟向過剩經濟過渡
4. 壟斷經營向市場經營過渡
5. 從產品銷售轉向關系銷售
6. 3P(Product, Pricing, Promotion) aCRM
7. 永遠的商業驅動力
三. 客戶關系管理（CRM）的基本精神
(1 )什麼是客戶關系管理的基本精神？
方便(convenient)、親切(care)、個性化(Personalized)、立即回應(Real-time)即縮寫為CCPR(1) 讓客戶更方便(Convenient)要讓客戶更方便、更容易地取得企業的服務，就象住宅巷口的小店，想要什麼東西和服務可以隨時取得。
(2) 對客戶更親切(Care)這一點特別要注意。在實施CRM的過程中，如果過分重視科技和自動化，使得企業與客戶接觸的界面成了冰冷的自動販賣機，這就糟了。應該是人的"用心"和高新科技的結合，使顧客感到更親切。
(3) 個性化(Personalized)企業要把每個客戶當作一個永恒的寶藏，而不是一次交易，因此，必須了解每一個客戶的喜好與習慣，并適時提供度身定制的個性化服務。
(4) 立即回應(Real-time)企業對於客戶行為，必須透過每次接觸不斷學習，并且很敏感地立即回應。
四. 客戶關係的基本知識
1. 客戶關係的類型
(1) 基本型：銷售人員把產品銷售出去就不再於客戶聯係（賣冰棍）
(2) 被動型：銷售人員把產品銷售出去并鼓勵遇到問題或有意見時和公司聯繫（賣手機，移動通訊服務）
(3) 負責型：銷售人員在產品售出後聯繫客戶，詢問對產品和服務的意見，使之更符合客戶需求（賣電腦）
(4) 能動型：銷售人員不斷的聯系客戶，提供有關改進產品及服務要求信息（賣Unix服務器）
(5) 伙伴型：不斷的和客戶共同努力，幫助客戶解決問題，實現共同發展（賣解決方案）
五. 如何實施CRM？ 五步曲
1. 統一思想認識，建立相應項目組織機構；
2. 明確企業戰略（定目標，找差距、尋類比）；
3. 組織構架重組（以客戶為核心，市場為理念調整部門職責）
4. 調整工作流程（依據新構架，調整相適應的工作流程）
5. 選擇CRM軟件（新的工作流程需要先進的流程管理/客戶關係管理工具來支持）
六. 實施步驟 分為兩個階段：
第一階段：準備階段：對CRM業務流程和信息系統進行診斷；
第二階段：實施階段：按"五步曲"進行
七. 項目成功關鍵因素
1. 最高管理決策層的堅決支持；
2. 各部門的密切合作，理解和支持；
3. 業務管理人員的直接參與；
4. 業務骨幹的全時參與；需要業務骨幹的全時全程參與，并保持連貫性，避免頻繁換人。
5. 全員參與和上下的溝通。注意CRM體係建設理念在整個企業範圍內的溝通，形式可以有內部溝通雜誌，郵件，研討會等，以及時獲得反饋，使實施航運公司的CRM建設成為整個企業共同關心的問題。
八、 客戶關系管理的目標
1. 提高經濟效益
(1) 提高市場競爭力
(2) 留住老客戶，拓展新客戶
(3) 關注和發現利潤區
2. 密切客戶關係
(1) 與客戶成為伙伴型關係
(2) 進而結成客戶聯盟
3. 提高客戶的滿意度和忠誠度
(1) 提供多個渠道的客戶服務方式：網絡、電話呼叫、上門服務等，為客戶提供最大的方便；
(2) 加快客戶請求的響應時間；
(3) 為所有客戶需求建立一致性的聯系方式
(4) 針對性的客戶
九. 項目實施的成功經驗
1. 組織要落實
2. 計劃要落實
3. 經費要落實
4. 技術要落實
5. 監督和反饋要落實