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Case 7.2: EC Application: iRobot Uses Social Media for Multichannel CRM 225

CRM 1.0 CRM 2.0

• Blogs • Microblogs
• Price comparison website
• Rss • Podcast
• Phone • Phone • Wikis
• Fax • Fax • Social Networks
• Email • Email
• Service • Service • Widgets
• Letters • Letters • Video sharing
• Personal contact • Personal contact
• Company’s website • Company’s website • Photo sharing
• SMS • SMS
• Instant Messenger • Instant Messenger • Forums • Auction website
• Chat • Chat • Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking

• Single view of the customer based on the interactions • Single view of the customer is far more complex to achieve.
history, customer profile data residing on the company’s base Besides internal information, the compaly must rely on external
and data integration with internal systems information such as customer profiles in social networks and his
behavior when participating in a community.
• Company owns the data but it is limited to previous
interactions • Customer and other wen 2.0 sites own part of the precious data

Figure 7.4 Touch points in CRM versus SCRM (Source: Courtesy of F. Cipriani, “Social CRM: Concept, Benefits, and Approach to Adopt,”
November 2008. slideshare.net/fhcipriani/social-crm-presentation-761225 (accessed March 2016). Used with permission)

Example: Get Satisfaction for CRM starts with the needs of consumers. With social CRM and all
Get Satisfaction (getsatisfaction.com) is a platform where the social media product discussions, marketers must now
customers can interact with one another and voice their opin- learn how to incorporate this philosophy in their strategies.
ions and complaints. Using a forum, they can quickly get
resolutions to their problems. Each community is organized
around four topics: Examples of Implementation of Social
Customer Service and CRM
1. Ask a question. Customers can answer one another’s
questions. There are several models and methods for implementing
2. Share an idea. Aggregated feedback is provided from social customer service. First let us look at what Safeway is
customers (by topic, product, vendor). doing in this area.
3. Report a problem. Search to see if anyone posted a simi-
lar problem. Post yours. Example 1: How Safeway Provides Social Customer Service
4. Give praise. Customers can praise a product or vendor. Safeway, a large grocery chain, has a virtual customer club.
Members can get in-store discounts as well as e-mails with
Get Satisfaction provides information on the customers’ coupons and a description of what is on sale. An online
conversations to interested vendors at no charge. newsletter with health news and recipes, shopping tips, etc.
For an example of a Get Satisfaction Support Community, is also available to members. To extend this service, Safeway
see getsatisfaction.com/safarichallenge. invites their customers to become Safeway Fans on Facebook
and follow the company on Twitter. This allows customers/
Conclusions members to know about exclusive promotions. Also, mem-
bers can connect and share information with other Safeway
Implementing social CRM requires empowering the employ- shoppers.
ees, which means that a new set of employee skills may be In their “Just for U” program, shoppers can get digital
needed. For a long time, marketers have said that everything coupons and personalized deals when they click on a certain