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Leveraging Web 2.0 in CRM

With the advent of Web 2.0, a number of channels have opened up for end users (consumers) to network as well as gather and generate content. Today, there are several web sites that allow users to write content, with these being both private and public. These sites are of various types: Users end up searching for the information and getting content on it. Places and communities where one can get such information and then provide content feedback on this have become very popular with consumers. They also add their own content to such communities.It would be of great benefit to an Enterprise if they had insight into such content on the Web 2.0 platforms and be able to tie this into their operational systems such as CRM. To this effect, our intention is to start a discussion on this and understand the specific areas where you are seeing the impact. We would also like to present the use cases that we had in mind in order to leverage some of this data and like to get your feedback on them as well. A high-level description of the above usage is also presented at: CRM & Social Web: Evolving  Customer Management to Customer Engagement. Traditionally, CRM has been divided into the key capabilities of Sales, Service and Marketing along with the horizontal functions as well as the major delivery channels of Interaction Center and Web Channel. The use cases for Web 2.0 integration into CRM operations can too, be categorized under such capabilities. If one considers Web 2.0 systems as channels, the primary uses of such systems would be two-fold to an Enterprise:

    • Generation of content by an Enterprise on such channels to influence consumer behavior

Imagine that an Enterprise could bring together the immediate consumption of user generated content (Say a micro-blogging site, such as Twitter) into analyzing this content from it’s raw, unstructured form to the case of a structured analysis of the sentiment of this content and be able to react to the same in real time directly to the end consumer. All of this, directly integrated into the internal processes of the Enterprise. This scenario of “Instant Gratification” to the consumer and “Instant Service” formulates the Generation Y CRM Service scenario. This use case is demo-ed at: SAP CRM and Social Web – Customer Service for Smart Enterprises using SAP CRM and Twitter

On the other hand, Web 2.0 systems could be utilized as a channel to send out content to a consumer. To be able to utilize these channels to serve as an end point for Campaigns to direct consumers to your web site to drive Sales is the other Gen Y CRM Marketing scenario. This use case is demo-ed at: SAP CRM and Social Web – Customer Service for Smart Enterprises using SAP CRM and Twitter.




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