Social CRM - Customer Relationship Management

Social CRM.This is the time for your adoption of these new strategies.The sooner you can acknowledge that the customers are running the show, the sooner you can execute an appropriate Social CRM program and strategy that will engage those very empowered customers.I’ll begin by providing you with the first definition of Social CRM, largely shaped by the CRM community on a wiki that has around 300 participants.The purpose of the wiki is to come up with a definition of Social CRM that is acceptable to the overall industry and its practitioners so that the selfaggrandizing definitions of CRM 1.0 will be a thing of the past—and we can commonly agree on something.A standard, if you will—the 1.0 definition of Social CRM:

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

You note there is a difference between the definition of CRM 1.0 and Social CRM in this chapter.That difference actually implies an entirely different set of strategies, models, technology use, and process conception.

Differences Between Traditional CRM and Social CRM
The underlying principle for Social CRM’s success is very different from its predecessor.As I’ve already established, traditional CRM is based on an internal operational approach to manage customer relationships effectively.But Social CRM is based on the ability of a company to meet the personal agendas of their customers while at the same time meeting the objectives of their own business plan.It’s aimed at customer engagement rather than customer management.

In fact, my contention is that the CRM technologies we have been used to, such as sales, marketing, and support applications, even the on-demand versions of those, are not the technical capital of the 21st century’s “era of the social customer.”The customer is not just becoming the central repository for value, but wants to actively participate in value creation with business.Therefore the consumer technologies and service offerings adopted as platforms for individually meaningful “life choices” are where CRM technology needs to be.This doesn’t mean I’m saying goodbye to Siebel, Sage, Oracle, SAP, or any of the on-demand vendors.However, their technologies will have to evolve and not just associate with some reorganized contemporary set of business processes.They will have to integrate the features of newer technologies that facilitate market conversations, social networking, user communities, and the like—in other words, that exist to transform and operate businesses not just as process-pushing producers but as aggregators for and partners in the customer value chain (more on that later).That will probably come later than sooner—we may be a few years away from that.But there are some things that are both happening now and need to happen now.Even though the on-demand “software as a service” (SaaS) paradigm has become popular, we also now have to consider moving to an additional paradigm of “platform as a service” (PaaS).So that when you as a customer buy a laptop or a cellphone, whatever your specific purposes, you are choosing a piece that will fit into the platform you use for the services and associated goods you need to conduct your life—which among other things, consists of business services, in that there are businesses associated with them.

The differences are deep, though all the differences are permeated with either the principles or practices of managing customers or involving them in the activities of the company in a mutually beneficial way.

Spend some time investigating here because the rest of the book is going to be spent in explaining all the things in this table—with the experts who are involved chiming in to help.
Table:Differences between CRM 1.0 and Social CRM
Differences between CRM 1.0 and Social CRMDifferences between CRM 1.0 and Social CRMDifferences between CRM 1.0 and Social CRM

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