Features and functions are no longer the ne plus ultra for Social CRM technology.Interestingly, what had been historically considered “rightbrained” functions—the emotional and behavioral characteristics of human interactions—are now creeping into the more left-brained sectors of CRM, the technology.That means we are looking at social characteristics.
Unlike features and functions, social characteristics are based on the profiles of individuals who are participating in web-based interactions among peers and, for our purposes, between customers and companies.Rather than focusing on what the software can do, we’re looking at the distinctions between software users, the impact these distinctions will have on customer activities with the company, and the levels of additional insight the profiles can provide to the company.
Thomas Vander Wal, whom you will meet in coming Chapter, is the creator of social tagging and folksonomies—a legend in the Web 2.0 world.He has developed an approach to the way that human profiles on the Web are affected by their actions on each other and the implications of that for business and for web activity.He calls it the social stack.I’ve modified it a little to make it practically applicable to a contemporary CRM strategy.
Identity and Objects
The core components of the social stack are what Vander Wal calls “identity” and “objects.”Identity is just what it seems to be who you are and how you present yourself.The simplest form is your personal profile.Objects are those things that you use to enhance your identity photos, videos, comments, social tags, ratings, and bookmarks.They are often called user generated content (UGC).They are typically digital, but don’t have to be.In a business setting they can be assets, but don’t have to be.For our purposes, they are digital and potential assets.Central to their very nature is that objects more often than not are shared and that is a critical difference between a valueless object and a valuable object.Also of Social CRM importance, collaboration can alter the nature of an object.
While there are two core components, each of them is affected by a separate group of characteristics that affect the way they interact.These are active elements.I’ll explain each and then apply them in a way that shows how they work in the real world.
The elements of the social stack
There’s one more element I added to the stack—an important characteristic that underlies several of these:
Customer Relationship Management Related Tutorials
|Principles of service marketing management Tutorial||SAP Cloud for Customer (C4C) Tutorial|
Customer Relationship Management Related Interview Questions
|Customer Relationship Management Interview Questions||Principles of service marketing management Interview Questions|
|Customer Care Interview Questions||Customer Service Professional Interview Questions|
|Business process outsourcing (BPO) Interview Questions||SAP Cloud for Customer (C4C) Interview Questions|
Customer Relationship Management Related Practice Tests
|Customer Relationship Management Practice Tests||Principles of service marketing management Practice Tests|
|Customer Care Practice Tests||Business process outsourcing (BPO) Practice Tests|
Customer Relationship Management Tutorial
Omg! Your Customer Really Is Your Bff!
Crm,cmr,vrm Or . . . Who Cares?
The Customer Owns The Experience
Enterprise 2.0:not Exactly What You Think
A Company Like Me:new Business
Do You Have The Ring? Tools For Customer Engagement
Love Your Customers Publicly: Blogs And Podcasts
Wikis Are A Weird Name For Collaboration, N’est Çe Pas?
Social Networks, User Communities: Who Loves Ya, Baby?
Movin’ And Groovin’: The Use Of Mobile Devices
The Collaborative Value Chain
Sales And Marketing: The Customer Is The Right Subject
Customer Service Is Our Name—and Our Game
The Difference:crm,the Public Sector,and Politics
Soa For Poets
At Home Or In The Clouds-and In Open Spaces Between
Big Picture,big Strategies
Mapping The Customer Experience
Process And Data Go Together Like…crm Operations
Value Given,value Received
When You Buy The Application,you Buy The Vendor,though You Don't Implement Him
Waving To The Future
All rights reserved © 2018 Wisdom IT Services India Pvt. Ltd
Wisdomjobs.com is one of the best job search sites in India.