Customers, properly, have been having a renaissance of sorts in terms of business thinking. Peter Drucker famously espoused a very customer-centric business philosophy. Nowadays, social CRM represents the return of a customer-first orientation. Last year, Altimeter published the 18 use cases of social CRM. Included in those use cases were several that relate to innovation.
Many companies cannot capture the promised benefits if they do not have certain prerequisites within their own skill sets, such as the right developer talent and governance model to work in an agile, iterative approach that leading organizations use to be successful. So don’t make these mistakes:
Trying to develop the “perfect” solution. Cloud CRM brings increased agility and flexibility, making it easier for organizations to tweak and upgrade the system after it is deployed. Unlike in the past, organizations don't have to deploy the perfect CRM solution all at once. Instead, they can deploy a “good-enough” system at first — as long as it is positioned so that the organization can quickly iterate and add improvements after deployment.Spending too long on key decision points. Be prepared to make decisions quickly in order to drive development sprints, iterate quickly, and plan on the fly. In order to achieve this, organizations must establish governance boards and project teams that represent interests from across the organization and have decision-making power to approve development plans and changes.Not using information worker personas to guide development cycles. End user personas — similar to marketers' personas for consumer segmentation — are high-level overviews that illustrate how and why a typical user in a specific job role uses the CRM system and what benefits that user will receive from it.Not having the right skill sets. Skilled business analysts (BAs) will become increasingly important as solution governance makes the shift from a focus on application installation to a business-centric process improvement.
What’s the difference between traditional CRM and social CRM? This is often the first question in the long and tricky process of “socialization” that many large organisations are currently experiencing.
Having listened to experts from American Airlines, IBM, VistaPrint, Peugeot, Everything Everywhere, British Gas, Expedia, Spotify and many more brands explaining their approaches to social CRM at recent Our Social Times conferences – I think we’ve got a pretty clear vision of how organisations should approach social customer engagement and the management, tools and processes they need to set in place around it.
With this in mind, we thought we’d publish an infographic to set out the key points of differentiation between traditional and social CRM. We hope it’s useful.
Bundled Goods and Services, Business Continuity Planning, Business Plan, Business Process Reengineering, Business Structure, Cafeteria Plan—Flexible Benefits, Capacity Planning, Case Method of Analysis, Cash Flow Analysis and Statement, Cellular Manufacturing,...
Calvin Yu's insight:
the evaluation and problems are very useful to help people think about the existing systems' problems.
Marketing & Strategy Innovation ... We know now that CRM stands for "Can't Replace Marketing." I wonder if the future of social media looks somewhat similar? The differences are as striking as the similarities, of course, but ...
With cloud-based everything dominating the tech-world landscape these days, it’s reasonable to consider the pros and cons of migrating your CRM systems to the (Will Cloud-Based #CRM Systems Really Improve Your Customer Service?
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