Comments on: Social CRM needs more than a CRM approach

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By: The Management Toolkit for an interconnected world « hypertextual

The Management Toolkit for an interconnected world « hypertextual — Thu, 22 Jul 2010 07:53:42 +0000

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By: Tech IT Easy » The management toolkit for an interconnected world

Tech IT Easy » The management toolkit for an interconnected world — Tue, 27 Apr 2010 07:13:19 +0000

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Sat, 10 Apr 2010 11:44:13 +0000

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By: Richard Napier

Richard Napier — Mon, 31 Aug 2009 13:18:42 +0000

Interesting post. We have been having a discussion on some of the same lines at our place. Where we struggle to see how to implement Social CRM as a strategy is that a) CRM itself is often built for the people who needs reports on data and not the people who enter the data b) People only use CRM because it is part of their job so c) implementing Social CRM is going to be a hard struggle to convince sponsors both in terms of ROI and user adoption, not to mention change management, since I agree it represents a fundamental change in behaviour for most CRM-savvy companies.

Plugging in the Social tools (twitter etc) to the existing CRM landscape is both facile and short-termism, with little tangible benefit for most small and medium companies. What is the best approach to “selling” the benefits of Social CRM? How to position the “longer game”?

By: Brian Vellmure

Brian Vellmure — Wed, 26 Aug 2009 16:20:03 +0000

Bertrand,

Good post. A couple of comments:

CRM has not really always been a well defined subject, and extends far beyond Sales Force Automation (as you describe above) when done properly. People are still debating what it is.

Your closing paragraph is spot on though:

“So, social CRM seems to be about revisiting the whole value chain to include new stakeholders. And businesses will have to learn that marketing, innovation, quality management, customer care…are not separate activities but the different sides of a unique one.”

Paul Greenberg recently defined Social CRM as this:

“Social CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Here is another good article detailing the differences between CRM and Social CRM:

http://freecrmstrategies.wordpress.com/2009/06/19/traditional-crm-vs-social-crm-expanded/

Sincere regards,

Brian @CRMStrategies