Professional Documents
Culture Documents
Michael Krigsman Esteban Kolsky
Asuret, Inc. thinkJar
617‐905‐5950 913‐256‐5759
mkrigsman@asuret.com esteban@thinkJar.net
Twitter: @mkrigsman Twitter: @ekolsky
Social CRM
CRM
Understanding CRM failure
Traditional CRM failure rates
Gartner 2001: 50%
Butler Group 2002: 70%
Selling Power, CSO Forum 2002: 69.3%
AMR Research 2005: 18%
AMR Research 2006: 31%
AMR Research 2007: 29%
Forrester Research 2009: 47%
.
Failures persist despite millions
invested in prevention. Why?
It’s easy to ignore
warning signs
CRM Success Environment
People and project – not technology
Confused buyers
Silos and internal disputes
Transparency Brand Equity
Conversation Collaboration
© Copyright 2010 Asuret Inc. All rights reserved.
Examples of Social CRM success
MySpace
Faced with failing customer service, rebuilt based on communities
Recognized that listening to customers is mission critical
Nike
Nike+ built a community for sharing data and info, create buzz
Flexible on goals and plans essential
Starbucks
Several ongoing projects aimed to spread brand, build loyalty
Coordination among stakeholders critical to success
Levi’s
Using multiple channels to leverage “ambassadors” (advocates)
Bridging gap between social culture and social technology was key
Achieving SCRM success
Is easier
said
than done
Key Lessons
Engage, internally and externally
Gather feedback and opinions
Listen, learn, grow
Keep goals in mind
Kumbaya feels good but doesn’t further business
People don’t want relationships, they want engaged commitment
Social is about people
Not about technology
Not about processes
Not about measurement (but business‐oriented metrics are important)
Don’t Replace CRM, Extend it with Social
Stand‐alone, siloed Social CRM means failure before starting
Add social objectives, goals, needs, and wants to CRM
For more information contact:
Michael Krigsman, CEO Esteban Kolsky
Asuret Inc. thinkJar
Email: mkrigsman@asuret.com Email: esteban@thinkJar.net
Web: http://asuret.com Blog: http://www.estebankolsky.com/
Blog: http://blogs.zdnet.com/projectfailures Twitter: http://twitter.com/ekolsky
Twitter: http://twitter.com/mkrigsman +1 (913) 256‐5759
+ 1 (617) 905‐5950