Published on März 7th, 2010 | by Gerald2
My Perspective. The New Rules of Relationship Management.Altimeter Group has just published its new report entitled 'Social CRM. The New Rules of Relationship Management.' It assumes that companies are simply overwhelmed with social interactions. They need tools, but they need tools to deliver on certain, clearly defined objectives. This report tries to give an overview on the tech-related maturity of SCRM tools and their relation to company objectives. Most of you will find it f*****ing boring. I don't. About 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 brand-customer-relations in an era shaped by interactions among users via social software. Of course I am not the first one to reflect the outcome of a world gone social for CRM. People like Esteban Kolsky (read his articles 'The Roadmap to SCRM'), Wim Rampen, and a few more CRM guys try to define the role of SCRM for today's marketing. And now there is a new report by Altimeter's notorious Jeremiah Owyang and Ray Wang - Social CRM: The New Rules of Relationship Management.
CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.SCRM accepts the fact that there are millions of people virtually interacting . They are chatting about your brand, recommending your sneakers, or rate your restaurant online. This is where SCRM starts off...
Social CRM is more that just another channel. Properly practiced, Social CRM recognizes the depth of the relationship and understanding the current state – good, bad or ugly.As I mentioned earlier it is a shift in defining what Customer Relationship is all about - a shift into a decentralized understanding of brand-customer-relationship and what to do with it. Company wide holistic understanding and reorganization of business processes as a result - that's the core. The report Owyang's and Wang's first statement is not very surprising. Companies have a hard time to keep up with social.
- Monitoring customer voices is one thing, anticipating the user's will across a company is a beast of its own
- Companies need tools not more staff to keep up with it
- Customers don’t care what department you’re in they just want their problem fixed