My Perspective. The New Rules of Relationship Management.

März 7th, 2010 • View Comments Allgemein
Tags: Adaptation Marketing, Altimeter, Brands, Business, Monitoring, Reports, Social, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World

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.

What’s it SCRM?

Social CRM extends the classic definition of Customer Relationship Management. According to Paul Greenberg…

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…

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Social CRM. Ready for action?

Oktober 11th, 2009 • View Comments Business, CRM, Strategy
Tags: Business, CRM, Future, Prediction, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World

While we are talking way too much about real vs. not so real Social Media Experts, definitely too few people debate about what social might contribute to the value of business-client-relationship. I believe the question how CRM will evolve is absolutely crucial for what lies ahead in social. While we have to answer questions about Social ROI (which does not always make sense), all too often we really seem to care too little about customer relationship in a social era. In this post I would like to give a very brief introduction on the topic and discuss the question whether traditional CRM decentralizes itself or if we can integrate Social CRM in traditional tools.

What is Social CRM?
Social CRM is a term which evolved over the last couple of years as extension to the classic understanding of the different forms of traditional CRM. While CRM describes an “information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized and efficient manner” (via Marios Alexandrou), Social CRM can be seen as the next step in a world which is more and more decentralized.

According to CRM maven Paul Greenberg Social CRM (SCRM) is:

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.

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