According to a survey conducted by IBM, 80% of companies are present in social media. These days, having a "fan page" is not enough, they need to take it a step further. People are already talking and each day this communication and pass of information is growing exponentially. Bridging communication with companies and clients through Social CRM can help companies take a leap regarding to their competitors. Browsing through the internet I found this interest case on how Burberry is using Social CRM to innovate and get ahead of the curve.
"You have to be totally connected with everyone who touches your brand."
- Ahrends, Burberry CEO.
Burberry is using Salesforce.com platform to revolutionize the way they conceive business and shift to a digital level. As Angela Ahrendts, Burberry CEO says they are blurring the line between physical and digital for this new decade. First, they have understood that it is as equally important to listen to customers as to listen to employees. Having a strong and unified culture is a great resource for this company in order to develop their brand and customer experience to a more digital one. Anrendts and Creative Director, Bailey send messages management to employees during the week. Also, employees can communicate back in real time. This tool will increase employee satisfaction and loyalty for the company which is key in supporting Burberry's vision in the long run.
Another important tool that Burberry is using is through the use of Radian6 is to listen to customer's conversations and start interacting with them within 20 seconds. They can witness what are they talking about, how they view the brand, how the brand is in relation to others, spotting new trends and how they can better serve their customers. In their Facebook page they have over 14 million fans and when I looked it up 52,817 people were talking about it and 29,300 where on the site. In addition, Saleforce Rand6 covers all blogs, online video sharing sites, top mainstream media such as Twitter and Facebook, forums and opinion sites. Imagine for Burberry, to understand how well they are positioned in their customer's mind provides them with valuable information for launching new products and creating customer loyalty.
Lastly, Burberry is designing their strategy to bring their customer experience to the next level by partnering with Salesforce.com to create a virtual store. The aim in this store is to have a personal sale staff with the customer to give the same experience as if entering in a physical store. The customer will have the option to customize their purchases and know when and how the article was created. The vision that Burberry has into turning their customer experience and interaction to a digital base in this decade already has put them ahead of many competitors. If business or brand where worried once how they were going to track ROI through social media, Social CRM are a great way to create not only customer interaction but tangible results and an improved ROI tracking for the company.
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