Social CRM is about as hyped as tulip bulbs in 1630′s Holland. Everyone is doing it, even if there is no ‘it’ to ‘it.’
Social CRM is a pervasive but in aggregate inchoate attempt to regain the voice of the customer that we stifled through IVR, search, outsourcing and self service. Into the mix step two groups external to the enterprise: ad agencies and business process outsourcers in the customer service space.
Why not the agencies? They are creative, no doubt. They will help you refine the top of the funnel in ways that will make a marketing manager’s head swim. But while the Creatives fill the top of the funnel, they will not have enough knowledge of our impact on the operational areas such as logistics, customer service, returns, order to cash. So the bottom of the funnel remains wide open.
It will be like massaging the heart while slitting your femoral artery.
This Social phenomenon is a matter of style and substance, a tango that is tied together into a successful dance when customer metrics are at the core of the processes. How does this impact retention? Share of wallet? Cost to serve? Brand recognition? Brand impact? Customer happiness? Competitive differentiation? Retention?
Somehow I don’t see the agencies getting this right.
And you? What do you think?