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市場調查報告書

社群CRM的最佳業務實踐(服務供應商導向)

Social CRM Best Practices for Service Providers

出版商 Heavy Reading 商品編碼 322989
出版日期 內容資訊 英文 21 Pages
商品交期: 最快1-2個工作天內
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社群CRM的最佳業務實踐(服務供應商導向) Social CRM Best Practices for Service Providers
出版日期: 2014年12月31日 內容資訊: 英文 21 Pages
簡介

現今,社群媒體流通管道的利用,無所不在。消費者可利用社群媒體,互相通訊、購入新聞、知道自己喜歡的品牌相關資訊。

本報告提供利用跟客戶相關的社群媒體平台、社群顧客關係管理(CRM)調查分析、主要推動因素、服務供應商的弱點、最佳業務實踐等相關的系統性資訊。

第1章 簡介和主要調查結果

第2章 社群CRM的背景中的推動因素

  • 適時支援出色的客戶體驗是關鍵
  • 流通管道整體對一貫性的需求
  • 客服中心的降低成本

第3章 妨礙最適合的社群CRM的弱點

  • 擔任社群CRM的部門決策
  • 社群平台與來自全部必要的資料來源的資料整合

第4章 社群CRM的最佳業務實踐

  • 有效利用社群資料的先進分析
  • 提供支援固有的社群流通管道
  • 社群CRM代理商的恰當的訓練與推銷

第5章 供應商簡介

  • Amdocs Ltd
  • AsiaInfo Inc.
  • Dimelo SA
  • Ericsson AB
  • Etiya Media Inc.
  • IBM Corp.
  • In the Chat Communications Inc.
  • KANA
  • Microsoft Corp.
  • NetCracker Technology Corp
  • Oracle Corp.
  • Redknee Inc.
  • Salesforce.com Inc.
  • SAP AG

第6章 結論

附錄

圖表

目錄

Today the use of social media channels has become ubiquitous. Consumers use social media to communicate with one another, catch up on news and keep informed of their favorite brands' happenings. Service providers that are not seizing the opportunity to engage with their subscribers on these platforms are very behind, and those that have a long history of engagement and forward-thinking strategies on these platforms can be considered advanced and progressive.

Heavy Reading defines "social customer relationship management (CRM)" as the use of social media platforms to engage with customers. Communications service providers that ignore their subscribers' activity in social media environments will miss out on the opportunity to not only engage, but also offer support and establish more personalized relationships.

Service providers are looking to social CRM as a means to reduce costs in the contact center by providing care over social channels. The report excerpt below, based on a Heavy Reading survey, shows the importance that service providers are placing on using social media for CRM-related activities. The use of a social CRM solution will allow service providers to monitor and act in real time to enable such opportunities and divert costly calls from the contact center.

Excerpt 1:
Current or Planned Social Media Initiatives for Smartphone Support

                        Source: Heavy Reading.

Service providers need a social CRM solution to make sense of social media's structured and unstructured data, to understand the mood and transaction patterns of customers in real time, and perform social network and sentiment analysis. This will help service providers to take preventive actions to avoid churn or customer dissatisfaction. Properly harnessing the data over these social channels will also allow for proactive and preemptive actions in the future.

In order to closely monitor and engage customers over these social platforms, service providers must have best practices in place to take full advantage of the plethora of social CRM solutions in the market today. They must also choose a social CRM solution that uses advanced analytics to make sense of the unique, unstructured data that comes across such channels.

This report examines the leading drivers for social CRM, service providers' pain points that prevent them from having optimal social CRM procedures today, and the social CRM best practices of advanced service providers.

The report also profiles 14 vendors that offer social CRM solutions to service providers*. These vendors range from business/operations support system (BSS/OSS) providers to traditional CRM players, to smaller software-as-a-service (SaaS) social-specific players that have come onto the scene and are acquiring a handful of service provider customers. The excerpt below shows the vendors interviewed for this report and some of the capabilities their social CRM offerings feature.

Excerpt 2: Social CRM Vendor Capabilities

                        Source: Heavy Reading.

Report Scope & Structure

‘Social CRM Best Practices for Service Providers’ is structured as follows:

Section I is an introduction to the report, with complete report key findings.

Section II reviews the drivers for social CRM, relying on recent Heavy Reading surveys of managed services vendors and service providers.

Section III discusses service providers' pain points that prevent optimal social CRM.

Section IV discusses the social CRM practices of advanced service providers.

Section V analyzes 14 vendors that can help service providers with their social CRM needs.

Section IV summarizes our conclusions in this paper.

‘Social CRM Best Practices for Service Providers’ is published in PDF format.

SOCIAL CRM SOLUTION PROVIDERS PROFILED (14)*

  • Amdocs Ltd. (NYSE: DOX)
  • AsiaInfo Inc. (Nasdaq: ASIA)
  • Dimelo SA
  • Ericsson AB (Nasdaq: ERIC)
  • Etiya Media Inc.
  • IBM Corp. (NYSE: IBM)
  • In the Chat Communications Inc
  • KANA, a subsidiary of Verint Systems Inc.
  • Microsoft Corp. (Nasdaq: MSFT)
  • NetCracker Technology Corp., a subsidiary of NEC Corp.
  • Oracle Corp. (Nasdaq: ORCL)
  • Redknee Inc.
  • Salesforce.com Inc. (NYSE: CRM)
  • SAP AG (NYSE/Frankfurt: SAP)

Table of Contents

I. INTRODUCTION & KEY FINDINGS

  • 1.1. Key Findings
  • 1.2. Report Scope & Structure

II. DRIVERS BEHIND SOCIAL CRM

  • 2.1. Timely Response Is Key to Superior Customer Experience
  • 2.2. Demand for Cross-Channel Consistency
  • 2.3. Cost Savings for the Contact Center

III. PAIN POINTS THAT PREVENT OPTIMAL SOCIAL CRM

  • 3.1. Deciding Which Department Will Handle Social CRM
  • 3.2. Integrating Data From Social Platforms & All Necessary Data Sources

IV. SOCIAL CRM BEST PRACTICES

  • 4.1. Utilize Advanced Analytics for Social Data
  • 4.2. Provide Support-Specific Social Channels
  • 4.3. Proper Training & Promotion of Social CRM Agents

V. VENDOR PROFILES

  • 5.1. Amdocs Ltd
  • 5.2. AsiaInfo Inc.
  • 5.3. Dimelo SA
  • 5.4. Ericsson AB
  • 5.5. Etiya Media Inc.
  • 5.6. IBM Corp.
  • 5.7. In the Chat Communications Inc.
  • 5.8. KANA
  • 5.9. Microsoft Corp.
  • 5.10. NetCracker Technology Corp
  • 5.11. Oracle Corp.
  • 5.12. Redknee Inc.
  • 5.13. Salesforce.com Inc.
  • 5.14. SAP AG

VI. CONCLUSION

APPENDIX A: ABOUT THE AUTHOR

APPENDIX B: LEGAL DISCLAIMER

LIST OF FIGURES*

  • Figure 1: Critical Activities to Deliver Superior Customer Experience
  • Figure 2: Cost of Support Calls for Smartphones vs. Feature Phones
  • Figure 3: Current or Planned Social Media Initiatives for Smartphone Support
  • Figure 4: Leading Operational Challenges for Service Providers
  • Figure 5: Social CRM Vendor Capabilities
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