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The Customer Revolution: How can we prevent a Social CRM bubble?
"The fact remains however, that there was a CRM bubble and it burst. For many years CRM was a dirty word. I worked with a number of customers 5-8 years ago who refused to use the term "CRM" and instead referred to it as "Loyalty", "Customer Management" etc. It has only been in the last couple of years that the term seems to have bounced back and removed it's negative connotations. CRM is now seen as a positive initiative, crucial to supporting customer retention and growth strategies and Social CRM is a natural extension to the topic, embracing the customer's new control of the conversation."
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Nothing like enough attention was given to the people / change aspects of customer-centric transformation. I have personally seen call centre agents with a shiny new CRM system, hang up on customer's as they answer the call in order to try and get their AHT down! Incentives drive behaviour more than any technology.
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I've seen lots of product demonstrations where vendors pitch an offering to listen to customer feedback, connect to the twitter fire hose etc. Few articulate the reality of how that insight can be used to improve products, processes and the customer experience as that involves far more than just technology.
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Exemple d’utilisation de Twitter chez GM
Vous connaissez Twitter, ce fameux outil de micro-blogging qui permet de partager à peu près tout ce que vous pouvez imaginer en 140 caractères… Pour ceux qui ne connaissent pas encore Twitter, cliquer ici.
Ce matin, j’aimerais vous présenter un article de Ralph Bernstein paru sur le blogue Lean Insider… Est-ce que Twitter est un outil Lean ?
How to Survive and Thrive in Business Today with Web 2.0 - Part 1 [Dion Hinchcliffe's Web 2.0 Blog]
Over the next few weeks I'll be posting a series of articles that deeply explore a strategy for using the power of Web 2.0 ideas to move businesses into the 21st century. These strategies will drive forward any organization to not only survive present economic circumstances but drive growth and innovation while transforming safely to what increasingly appears to be a generational change in the business landscape. In other words, what you've been doing in the past will often no longer apply in the future. The assumptions that we've learned in a previous generation of IT and business education and occupations are frequently mattering less and less to how we accomplish our work and live our lives.
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