4.10 customer management(2)
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mark3014W19-SVSeminarSlides11.pptxMARK3014 Customer Management
Week 19
CRM to Social CRM (Part 2)
Presented by Shelton Giwa
Have You Registered Your Attendance?
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This is an opportunity for DMU students to nominate academic or learning support staff for a new Students' Choice Teaching Award (SCTA).
Students are invited to nominate a member or members of academic or learning support staff
for one of these awards.
Nominations can be made via online at
by Friday 24th February.
Agenda
5 – 9 February
Let’s Recap
How CRM is evolving with digital developments (including Social Media)
Considerations & challenges for companies/organisations
CRM to Social CRM (SCRM)
Application of SCRM
As part of Customer Management
In particular, as part of multi -channel journey’s
And how to actively listen to make continuous product & service improvements
Last week …
This week…
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When was the last time you made a purchase decision ONLY using a social media channel?
Building customer dialogue and brand loyalty mostly comprises multiple touch points – customers expect to ‘switch channels’ with ease
Web pages are increasingly the ‘digital shop window’
For social media, ‘’it's all about influence, social ads and a multi-channel path to purchase’’ (emarketer, 2018)
40% of ecommerce purchases are started on another device (Criteo 2015)
Increasing number of high street purchases begin in a digital environment
Multi channel perspective: Social media as part of the overall experience
‘Critical Moments of Truth’
across multiple touch points
Quality is perceived on multiple dimensions across the total customer experience
Increasing expectation to
‘make customers lives easier’
Moments of truth - when something goes wrong, recover quickly and efficiently
Generating trust and loyalty to both retain and recommend (NPS)
Social media is rarely used by customers in isolation
Why think about ‘multi channel’
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What does this mean for organisations ?
Kaufman & Horton (2015)
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Digital marketing
According to the Digital Marketing Institute, (cited in core text) digital marketing is:
“The use of digital channels to promote or market products and services to consumers and businesses”
Dibb et al (2016) define digital marketing as:
The use of technology-led channels of communication and selling to manage customer interaction and provide customer experience in a digitally-connected environment.
“Management and execution of marketing using digital electronic technologies and channels (e.g. web, email, digital television, wireless media) and digital data about user/customer characteristics and behaviour”
(Baines et al., 2017:313)
Don Peppers on transparency & trust
Key messages …
Social Media brings transparency
Transparency brings consumer power
There is no hiding place for your products and services – they need to perform for customers
Are you competent ?
What are your intentions – will you do the right thing ; deliver what I need in the right way ?
Do you have trustability ?
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Advantages of digital marketing
Provides additional options for marketing communications
Web searches and internet viewing have become routine behaviour.
Gives marketers more direct and diverse channel possibilities
Established companies are developing multi-channel strategies
Many new entrants choose on-line trading only
Enables marketers to capture greater insights into consumers
Immediacy
Two-way interaction
Extensive profiling of customer histories and behaviours
Explodes the ways in which marketers build relationships
Far more direct and frequent interactions
Bespoke tailoring of information, deals and propositions
Provides access to customers 24/7 as never before - wherever they are, and whenever they want to connect.
For each persona define preferences:
Platforms (web, email, mobile)
Platform usage (hours)
Content consumption:
General site types &
category-specific
Social media - content
creation & participation
Search behaviour
Trusted brands
Business application example : customer understanding is vital to an SCRM approach
Smartinsights.com (2018)
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Which digital channels does your chosen company for CW1 use?
Activity 1- 5 minutes
Can you take
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Thank You
Any Questions?
