Customer Relationship

Management & SM
P. Vigneswara Ilavarasan
http://web.iitd.ac.in/~vignes
 Agenda
Caselet Amex & Small Business
Saturday
CRM
Customers & SM
IBM Study
Customer Decision Journey
Engagement, Extreme Customers, Twitter
& iPad, Risky employees
Tool for measuring Social CRM
Capabilities
Vignesh 2
Customer Lifecycle Framework

Source: Michael W. Starkey, David Williams, Merlin Stone, (2002) "The state of
customer management performance in Malaysia", Marketing Intelligence &
Planning, Vol. 20 Iss: 6, pp.378 - 385
 Customers & CRM
IBM Study
Baird & Paransnis, 2011
1056 customers & 351 business
executives
Including India

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Consumers Use

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Firms use

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Perception Gaps

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Consumer Decision Journey

McKinsey, 2012
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 Tool
To measure Social CRM capabilities
Caselet

Vignesh 9
 Reference
Baird, C. H. and Parasnis, G. (2011). From social
media to Social CRM. IBM Institute for Business
Value. Executive Report.
http://www.mckinseyonmarketingandsales.com/site
s/default/files/pdf/20111207-Social-CDJ-white-
Paper.pdf
Trainor, K.J., et al., Social media technology usage
and customer relationship performance: A
capabilities-based examination of social CRM,
Journal of Business Research (2013),
http://dx.doi.org/10.1016/j.jbusres.2013.05.002

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Q & A?

Vignesh 11
Thank you!

Vignesh 12