Rip Van Winkle awakens to chat up CRM Adoption

I just realized that my last post was June 2010 and writing this I am feeling a lot like Rip Van Winkle. Let’s say I have been asleep that long and let’s say that I have awaken to see on my calendar I have been asked to participate on a webcast on CRM Adoption. (Shameless Plug)

After researching and trying to cram as much information as I could to appear credible I quickly realized that there was not anything too earth shattering that I did not know the summer of 2010 but I did uncover quite a bit to aid me in feeling comfortable discussing this topic. My reference to comfort is the advent of technology that actually stands to finally benefit the users.

The ever present conversations about CRM user adoption I do not think will ever really change but there has been ground gained in making it an easier conversation and actionable results in a shorter time frame. There has been lessons learn on who needs to be involved in this conversation from the decision on the solution to how it will be implemented, rolled out and measured.

What I discovered:

• The internet has changed the rules, it is not so much of a CRM user managing their prospects and customers but more of the user managing their approach, preparation and access to the information they need internally and externally for an audience that controls the conversations.
• The ability to do their jobs without leveraging multiple applications, spending a lot of their time merging or migrating data multiple times during the day basically anywhere, anything, 24/7 is truly possible.
• The comfort knowing that the data they track can be easily shared up the ladder and back down in easy graphical dashboards and reports. In other words keep their leaders off their backs as well as colorful diagrams easily understood by the smallest of brains (mine)
• That if they are typing challenged (like me) there is voice recognition, handwriting recognition, touch and tap technology to leverage. Can I get an amen?!!
• That there is no longer the need to go offline and spend hours synchronizing by having to VPN in. Even on an airplane….hmm…grrrrrr….
• The ability to access this data via device of choice.
• Going back to the first bullet I can pull in external internet buzz and leverage internal conversations as well eliminating a large portion of the 200+ e-mails received in a day? GET OUT!

Okay so I would really think I was still in REM mode and dreaming but in reality this is all possible today. Well, let me reframe that last sentence, the technology is there but the people and process components are still required. The value add of today’s technology is that all of the people involved end up with what they need in the end to do their jobs.

It was also clearly revealed that the economic state we are in would squeeze the adoption grip even tighter. The need to keep the customers you currently have would be in play equally as important as attaining new customers. The ability to service your current customers who can instantly voice their discontent that new customers with uncover will no doubt affect a prospects decision. The need to quickly access your data to react in a timely and effective way will drive adoption to keep your job and the lights on. Adapt or fail is on the same level of adopt or fail.

I look forward to participating in the webcast conversation knowing that the technology limitations, ease of use and access challenges have matured, I can only hope that the maturation of people working together and the capture of repeatable success driven processes will make it a much easier conversation.

Okay, now I need a nap!

A personal case of Social CRM; it is about time!

I am not ashamed to admit that I am a “watchaholic” especially watches with a lot of cool features; It ‘s really bad but not bad enough for me to crash my S2000 (My Escalade) into a tree and fire hydrant while claiming to back out my driveway nor do I need to check into a clinic in Mississippi to help me overcome this addiction.

My latest escapade drew several lines to what is constantly being discussed in the definitions of Social CRM. This is not about defining it but more of my personal experience and how it depicts how the Social Audience (prospects, leads, customers, partners suppliers) interact with brands. Actually, I will put the Social Audience this context; anyone along the lines of a “stakeholder” that a company depends on for its success.

In the Social Audience, it is about me and my actions are a true depiction of what  2006 Time Magazine’s Person of the Year: You or in this particular case me and my experience relates to “Social CRM.” The point to remember is just because the audience has a perceived ownership of the a conversation it does not me companies cannot be a part of it but they have to constantly listen and know when to engage. There still has to be a solid foundation of traditional CRM as Paul Greenberg’s post a few weeks back expressed in Blocking and Tackling: Not Football, CRM.

So here is my experience and process of Social CRM shared with you in the CRM foundational manner based on a Garmin Forerunner 110 GPS watch ( Black with Red Stripe) I received this week.

My intent it to follow along the traditional CRM approach with a “Social CRM” point of view to explain ways companies can leverage multiple channels and integrate into their own People, Process and Technology Strategy.

Follow me ok?

Marketing:

1. I saw the watch in an ad in Runner’s World magazine several weeks ago on the latest Garmin GPS running watch and there was a link given for more information.
2. I went to site where I learned about the features and images of the watch; the only hitch for me was it would not be released for purchase until the end of this month.
3. I set up a Google Alert to track all that was being discussed about the watch pre, during and post launch in anxious anticipation of owning one.
4. I received a number of daily alerts that I had to sift through on articles, blogs, and comparisons to their current line and competitor watches.

Sales:

1. Through the alerts I went through the process of determining my own “Sentiment” which came out to be a positive one.
2. The opportunity to view multiple images and the ability to read blog posts from writers who were given early access to the watch and forum chatter further enticed my intent to purchase.
3. There were also several videos explaining the use, set up and functionality which steadily added to my confidence in the choice to purchase. I was also able to download a pdf of the user manual.
4. My next step was to find who would carry it, how reputable the dealer would be and what was the best price on it I could find.
5. I went through all of the due diligence and purchased it through a site RoadRunner Sports that I had been a sporadic customer of for a number of years which also gave me a nice VIP discount.

Support:

1. Initial support that I needed was more of how to set up the watch and synch it with a My Garmin Connect website that allowed me to upload via USB all of my workouts for a visual map and graph of my route and time, pace, distance as well as heart rate.
2. At the site Garmin also pointed me to a Plug-in that would allow me to use the online tracking.
3. I signed up, and synchronized without any problems and I reviewed the FAQ about the device and set-up.

I took my first run with the watch and I must say that it exceeded all of my expectations. It had unbelievable accuracy and ease of use.

I have described my experience but wanted to also share with you some ideas or lessons learned that companies can instill in their strategies to extend their traditional CRM strategy in the Social Realm.

Too many companies look at Social Media as being a separate entity but as I always say you cannot have a conversation or strategy pertaining to traditional CRM that does not have a Social angle.

If you look closer you will also see that the Marketing, Sales and Support lanes are all intertwined and lean on each other in sort of a full circle process. There is a large amount of crossover in those lanes can point and speak to the Social Audience.

While I had a very good experience I wanted to add some feedback to help companies further extend as well as connect their Social Strategy.

Lessons that can further enhance the experience:

• Garmin could benefit by adding a specific lead source code, or Mobile Text component to further connect, engage and segment their audience because the Social Audience is also a Mobile Audience. I see so many magazine ads that only give a website, usually in small print. Audiences have the ability, desire and tools to engage instantly.
• By adding the above it the effectiveness and ROI of the ad as well as instantly engagement for current and subsequent campaigns and communications.
• Do not force your audience to drink all of the online data through a fire hose of information; provide them a straw through precise Social Media Monitoring tools and practices.
• As you can see I have become an advocate and potential influencer, will Garmin find me? How do you find your brand influencers? Because of my satisfaction I will want to share my thoughts and ideas with others.
• I tweeted about ordering my watch and used the wording Garmin Forerunner 110 looking for an early engagement and did not receive any response. Companies need to leverage the power of Twitter, if someone has a problem which could be instant frustration or questions most will express it via Twitter. Are you monitoring this chatter? Can you engage?
• Integrate your marketing, sales and support channels through Twitter to engage your audience and invoke an early alert process to Marketing, Sales and Support inquiries.

If you are not looking at your current strategy and drawing Social CRM lines to all people, processes and technology you are not being effective in the conversations and engagements required to grow and maintain your Social Audience.

It is now time for me to run and feed my addiction.

Real Time Social CRM Phase I

So the term Social CRM has been thrown around a lot lately; due to the emergence of the “Social” audiences such as customers and prospects, with that it brings a requirement of bidirectional engagement and collaboration. The need to integrate traditional practices of CRM to accommodate this medium has added to the urgency of an effective and efficient CRM strategy. Recently Microsoft announced Public Sector On Demand putting Web 2.0 strategies into work by allowing their channel partners and general audience to utilize Neighborhood America’s first Business Service REVEAL for collaboration and idea generation. The need for more effective collaboration and the need to surface the best ideas for innovation are the main goals for the site but there is another level of collaboration happening with the integration of REVEAL’s database with Microsoft’s Dynamic CRM data base.
I have given several presentations called “Walking through your Social Media Blueprint” in preparation of launching a corporate Enterprise Social Network. There are 5 steps I discuss in Community Building:

• Foundation
• Mission
• Growth
• Plan
• Assessment

Step 3 Growth is where Social CRM integration can assist the most in getting your community off the ground by integration of your CRM database with the community:

Growth
How are we going to get this community off the ground?

• Assets- What resources can you tap into to build your community?
• Seeding- How will you initially draw prospects and customers to your community?
• Membership- What recruitment and retention tactics will be used to keep the community active?

Leveraging your CRM database in the Growth Stage is an effective use of information you currently have and hope to obtain. Using your CRM database will allow you to send a segmented invite to your current customer base offering up a multitude of incentives and benefits for joining and participation. By knowing your ideal customer target you can then use your CRM database for the purpose of sending out invites for prospects that fit your ideal customer pointing them to areas of interest focusing on earning their business such as ratings on your product, case studies and future enhancements. By offering invitees pertinent information and offers based on interest, demographics or geographic locations you can entice them to give more profile data such as interests, mobile phone numbers (for mobile campaigns), Twitter updates and other key information. When they join your community the information in their profile is updated to your CRM database. Their interests can be gauged by Lead Scoring and initiation of CRM workflow and processes to target marketing in future campaigns.

This is just a sampling of what can be done with a Phase I approach to Social CRM integration.
First let’s take a look at a diagram of Phase 1 of this integration to see exactly what is happening today and then we can understand the CRM mix of People, Processes and Technology. The Social Community in the diagram is Neighborhood America’s Reveal and the CRM solution is Microsoft Dynamics. The diagram references Social CRM in a Public Sector setting but can apply to commercial as well. In this Public Sector On Demand the scenarios are:

1. Citizen (Any individual) joins the Reveal Community filling in the basic profile fields and is added to the community
2. The profile information is simultaneously added to the CRM database at the least with name, e-mail address, appropriate alerts and processes can be kicked off internally.
3. The CRM database can now interact with the individual with updates offers to get more profile information from the individual. Segmentation benefits, offers based on geographic information can be leveraged as trust builds.
4. Any additional updates to their profile by the individual can be made
5. These updates will be subsequently added to the CRM database

While this first Phase was created in a Public Sector environment let’s take a look at it in a general sense utilizing the concepts of Social Media and Social CRM. Companies are now taking a hard look at Social Media solutions and trying to map them to their Strategic Initiatives. This same mapping is done with CRM so why should it be addressed as separate entities?
I will start with the most common analogy utilizing CRM and Social Media:

• Customer Service- Forums and discussions, two common forms of Social Media has been around for as long as the internet (Ask Al Gore). The ability for customers to address issues with product, service as well as product enhancements are not new in Social Media but technology has enhanced that ability. I think this is one of the most frequented places for product and service support.
• Marketing- One of the key points in Social Media around marketing is “making sense of the noise”, harnessing the buzz, getting people to talk favorably about your product and company as well as knowing when they are not speaking positively about you. The weapons of social media are rampant and in the hands of everyone, owned by no one. It is kind of like the wild, Wild West! Not to mention the SEO benefits of your company and product being found when people are looking for a solution.
• Sales- The placing of this component predicates the above because what happens in Customer Service and Marketing definitely impacts sales in a positive and negative way. As in the above Customer Service reference people researching a particular item they are looking to purchase will visit the forum area to get an idea of what is being said about the product as well as how service issues are addressed. The one question I am constantly being asked is how does the utilization of Social Media leverage lead scoring strategies. This first phase of profile collection into the CRM system may serve as the first step in identification if handled in a non intrusive manner.

Keep in mind that this first Phase of Social CRM Integration is a big step in leveraging current CRM database to extend your reach to your Social audience.