Kommentare zu: Social CRM. Ready for action?

Von: jackjds1

jackjds1 — Thu, 27 May 2010 09:37:38 +0000

Great post. Pretty much a gist of the whole Social CRM environment

Von: data recovery

data recovery — Sat, 01 May 2010 15:57:34 +0000

Ofcourse social CRM environment is more user friendly and many users are benefited with this.

Von: My Perspective. The New Rules of Relationship Management. | davaidavai.com

My Perspective. The New Rules of Relationship Management. | davaidavai.com — Sun, 07 Mar 2010 19:56:31 +0000

[...] half a year ago I posted an article entitled ‘Social CRM. Ready for action?‘. I tried to give a rough overview on the relevance of a new approach to [...]

Von: ghensel

ghensel — Sun, 18 Oct 2009 19:23:13 +0000

Thanks Martin. This definitely is awesome. I just took a glance at your deck and thought that this is one of the more elaborated SCRM documents I have seen in a while. I will work this through and ask a lot of questions…

Von: Martin Walsh

Martin Walsh — Sun, 18 Oct 2009 19:12:48 +0000

I have been very actively involved in trying to define and operationalise Individual Lifecycle Marketing (ILM) and CRM as the Head of Digital Marketing at Microsoft and I have also been leading the effort to define, educate and operationalise Social CRM for some time now.

I developed an early draft outline of what I think Social CRM is and the benefits it can provide an organisation – http://www.slideshare.net/martinwalsh/social-cr...

You can also view a more comprehensive PowerPoint on SlideShare around Digital Marketing 7 Social Influence Marketing here – http://www.slideshare.net/martinwalsh/monologue...

One of the first problems with any new and or emerging discipline or concepts is defining it in a way which makes sense to marketers and management (and yourself). The next step can then be developing and defining solutions and integration points, skills, resources, actionable & insightful measurement & analytics and lastly operationalising it across multiple business units and job disciplines.

I hope this helps!

Von: ghensel

ghensel — Wed, 14 Oct 2009 00:07:28 +0000

Thanks a lot. This terrain is quite new (still) and I wish I could have given more answers than to ask even more questions. The main social part about it is to discuss and to hopefully come to new solutions.

Von: Maggie

Maggie — Tue, 13 Oct 2009 23:52:10 +0000

Great article! You really broke CRM down and identified how its changed in recent years. I especially enjoyed the Social CRM Environment image, great depiction of the process.

Von: John Moore

John Moore — Mon, 12 Oct 2009 19:05:02 +0000

While the specifics of each failure will differ, many of the high-level reasons include:

- Unclear definition of what company wants to accomplish by deploying a CRM system.
- Competing internal goals for a CRM system. The stakeholder investing money into the project will drive what is implemented (sales, marketing, support, finance, execs)... Unfortunately, this often means that the stakeholders goals are met but the other teams within the company are disappointed because the CRM system failed to meet their expectations.

- Incomplete understanding of internal processes. Many companies, even those that have a good understanding of their formal processes, lack an understanding of those hidden processes that exist within every organization.
- Many consultants, but not all, fail to invest time in educating customers, in gathering business requirements, in finding the right tools for the problems. Too many lead with technology over business process analysis.
- Incomplete technical solutions. CRM solutions are almost always one size fits all: UIs that do not match how end-users work, inflexible workflows, ...

I could probably keep going, I'll stop there for now.

Von: ghensel

ghensel — Mon, 12 Oct 2009 14:13:27 +0000

I think you're absolutely right when you say there are zillion definitions of CRM out there and no really defined framwork. CRM for an ad guy means mailings and it's databases for a techie. And you think, the word CRM itself shouldn't be used anymore? Where do you see the reason for failure? Was CRM too static for our reality? Was the model just not right?

Von: John Moore

John Moore — Mon, 12 Oct 2009 05:48:19 +0000

Not sure what you mean about the same as has happened over decades.... Could you explain? I haven't been in the CRM game for decades so maybe this concept has been tried and failed, would love to hear more as I could be off base on the entire concept.

The other point to clarify, since people are constantly misunderstanding my point (my fault I am sure). CRM has failed countless reasons. One of those reasons, to be clear, is not due to the CRM name. Social CRM is already going down the same path of failure. No, not due to the name. However, the name is associated with failure (failure rates do not lie).

Take a moment and ask a support engineer, a sales person, a marketing person, and an IT person to define CRM. You will get very different answers from each of them as the term CRM has been used as a term for sales force automation, for help desk solutions, and so on and so forth. Is this part of the reason for failure? Yes, it is. It is funny to see how often CRM implementations fail due to competing needs of each of a company's internal teams. Each have different goals, different expectations, for their CRM system to meet.

Anyway, people that choose to focus on my point about the issue with the name are missing the bigger picture. The name, while wrong, is a small part of a much larger set of problems.

John