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Sep

2011

5 Things You Need To Know About (Social) CRM (Definitions) « Wim Rampen's Blog

I think trying to define something is a very good exercise to understand what you are dealing with or what you are trying to do it for. It also helps to communicate internally. And regardless of what many say, I don’t think there are enough definitions of (Social) CRM, at least not good ones.. But that is a personal opinion, not relevant to today’s post.

wimrampen.com/...w-about-social-crm-definitions

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socialcrm process strategy philosophy mindset capability technology practices performance customer relationship

I think trying to define something is a very good exercise to understand what you are dealing with or what you are trying to do it for. It also helps to communicate internally. And regardless of what many say, I don’t think there are enough definitions of (Social) CRM, at least not good ones.. But that is a personal opinion, not relevant to today’s post.
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- CRM is more successful in highly commoditized industries, because there it provides a way to differentiate oneself from competition.. (yes.. CRM is what people mean they need when they say that Customer service must be a differentiator. They just don’t always realize it..)
- CRM is at its best when it is supportive of a business strategy of differentiation and/or cost-leadership.
- This is an important reality check.. Research shows as much as two thirds of your Customers do not really want a relationship with you.
- And the worrying part is that it’s mostly the young and wealthy people who are not interested in these relationships.
- Most Customers are just connecting on-line with brands for the purpose of getting a perk or discount. They are not there for the engagement.

May

2009

A Curious Case of Enterprise 2.0

When was the last time you used a sequence of dot-separated numbers to describe a large official organization? Yet all the talk about Government 2.0 doesn’t seem to surprise anyone. The lack of surprise however doesn’t imply shared understanding. Just try asking ten people who use the term Web 2.0 what exactly it means – and most likely you will get ten different answers.

www.fastforwardblog.com/...-curious-case-of-enterprise-20

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enterprise2.0 vendors socialsoftware software usages consumerization IT productivity ROI practices businesspractices businessprocess

AIIM’s year-old survey, which found that 74% of surveyed organizations had no idea what E2.0 meant or how it could be meaningfully applied, likely would’ve come back with a similar numbers today.
E2.0 is still primarily a vendor space, dominated by ISVs selling software to businesses who haven’t really asked for it. It is simply not a demand-driven market. By contrast, just think of CRM or payroll software. You don’t need to convince businesses they need that.
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- This is why E2.0 ROI discussion keeps going on like a never-ending story. A thirsty person doesn’t care about the ROI of buying a bottle of water – and even paying a premium for it.
- No one (okay, almost no one) expects that buying a word processor can turn him into a great writer. Yet somehow it’s almost widely assumed that deploying tools labeled E2.0 would turn an organization into an E2.0 business. Which couldn’t be further from the truth. Despite all the buzz, E2.0 is first of all a set of principles, not software bits. It is more about business practices and human behaviors than about features. Software with strong social computing capabilities makes it much easier to establish and maintain these practices, but it doesn’t create them on its own, nor does it sustain them.
- It’s not even in applying the best of breed E2.0 tools correctly. It’s in solutions of tomorrow, designed to solve hard business problems through people-connecting technologies.
- Implemented right, social business software and practices have a potential to transform many business functions almost beyond recognition. In other words, they can be quite threatening to organizations that are built around existing processes and tools, and are not willing to evolve. But that’s the topic of another post…