Page 298 - The Design Thinking Playbook

EXPERT TIP

Use of Social CRM

With Social CRM (SCRM), we can expand conventional customer
relationship management using elements that focus on the interaction
in social media. In so doing, we integrate in our CRM customer data The evolution
that is not directly company related and use it as additional informa- from CRM to SCRM
tion in order to get a better idea of our customer and his interests.
Through the collection of customer data via social media channels,
we optimize our own service by acting on a more needs-oriented and CRM SOCIAL CRM
proactive basis. For this, the willingness of the customer to share his
data is relevant. It depends a great deal on how valuable he sees the Allocated Who? All
sharing of his information with the company. It is crucial here that— to the departments
from the customer’s point of view—a fair exchange of (personal) Company What? Customer
information with the company takes place. defines process defines process
Business hours When? Customer determines
If, for example, we systematically collect the data traces of a custom- the time
er’s open Facebook account, we recognize the themes he discusses Defined channels Where? Customer-oriented
on social media. We can use this information as a trigger and thus dynamic channels
approach him proactively with a matching offer. Transaction Why? Interaction

An alternative to SCRM are so-called data providers, whose business From the inside How? From the outside
model is based on the collection and sale of customer data. They sell to the outside to the inside
information such as place of residence, shopping and travel habits,
number of children and pets, clothing size, and so forth to interested
companies. This information offers valuable insights for designing
offers that match even better. It greatly depends on the ethics of each
individual company to what extent such data is purchased and used.

297