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10 Sep 09

Introducing Our Seminal Series On Social CRM

Is Social CRM a true paradigm shift or just another channel like email, chat, KB, kiosks, and the like? If it’s just another channel, we can continue business as usual by simply adopting Social CRM without any major change in our strategy for engagement. However, if it’s a paradigm shift, we need to reevaluate our overall strategy. Understanding this distinction is critical in laying our plans to deal with the new social breed of customer.

corpblog.helpstream.com/...inal-series-on-social-crm.html - Preview

socialcrm crm customers customerexperience conversations

This is the era of the Social Web and all things 2.0. This is an era in which the very dynamics of the relationship between customers and their vendors have changed radically. Finally, the customer really is always right. Worse (from the vendor's perspective), that customer is now equipped with a mighty megaphone with which to tell everyone who is interested in hearing what they like or dislike about their customer experience. That's right, not just about the products, but about their whole experience:
Finally, as Paul Greenberg has so eloquently put it, Social CRM is “the company’s response to the customer’s control of the conversation.”
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- The new era demands engagement. Try being silent in a social situation. Imagine being in a large auditorium filled with your customers. You are up on a stage. There are bright spotlights focused on you. Everyone in the audience has a microphone. Some of them are very unhappy. Can you be silent when they speak? Can you fob them off on someone who doesn't have any answers while the rest watch? Of course not!

21 Aug 09

Social CRM: Shifting power and rapid burn

The vague terms “Enterprise 2.0″ and “Social CRM” express a collaboration-centric view of business and work relationships that de-emphasizes traditional command and control boundaries in favor of engaging community.

Inside the enterprise, this philosophy promises the opportunity for workers to pool and share knowledge in exciting new ways, using technologies such as blogs and wikis. Similarly, Web-based software such as YouTube and Twitter let consumers band together, sometimes quite unexpectedly, to form massive, ad hoc influence groups.

These changes hold profound implications for the expression of IT-related problems, which become something quite different from the project-related failure we’ve come to know and love (or hate).

blogs.zdnet.com/projectfailures - Preview

socialcrm enterprise2.0 customers customerexperience

15 Jul 09

How Integrated Are Your Customer Experiences?

When I attended Forrester's first Customer Experience Forum last month, I was struck by two themes that recurred through both the presentations on stage and the hallway conversations afterward.

blogs.harvardbusiness.org/...ntegrated-are-your-custom.html - Preview

customers customerexperience multichannel management silos incentive web web2.0

"Web plus one" may be a perfect first step in defining a multi-channel experience for your customers, but it's only that -- a first step. In my work, I've seen the insights about customer behavior and psychology that were spearheaded (and funded) by web groups trickle out into the rest of the organization, informing customer experience efforts far from the web. By feeding the work of these other groups back into the web group's work, the organization can take the next step toward developing a truly integrated customer experience strategy.
This is no small challenge, and it's a rare organization that's ready for it. Channel-specific organizational silos rarely have incentives to coordinate their activities, and in many cases have stronger incentives to go their own way. When those silos regularly compete for the same ever-shrinking slice of the budgetary pie, the cultural antipathy between them can be systemic. It takes politically savvy leadership with a strong mandate to erode those barriers.