Michael MaozTomorrow I’m giving a free webinar called, “Are you Keeping Pace with the Evolving Demands of your Customers?” . The date, for those of you in other time zones than mine, is: 8 September 2010, at 9am EDT and 12pm EDT. Here is the link: http://my.gartner.com/portal/server.pt?open=512&objID=202&mode=2&PageID=5553&resId=1418122&ref=Webinar-Calendar
I think it is time to talk about where this “Social CRM” phenomenon is heading. A lot of the projects are exciting but disconnected from the bigger customer picture. The realized scope of the possibilities is not as broad as it might be. We are seeing facebook posts go unanswered by customer service. Sure, two interns in the marketing department are getting back to the customer, and maybe even flashing lights are going off when the ‘social listening’ triggers are sprung. Yes, there is a firedrill. And then? Sound and fury, signifying nothing (Tuesday dose of Macbeth). It is like someone presses the RESET button and the process change fails to happen.
Why do process changes not happen? Well, I’ll talk about that too. And listen to you. So far the Social CRM movement is lopsidedly (is that a word? It ought to be.) in the hands of the people with the big ideas, big budgets, and no need to close the loop of better service delivery. What could make this change? In some organizations, it has already.
See you tomorrow!
Category: Applications Cloud CRM Customer Centric Web Innovation and Customer Experience Leadership SaaS and Cloud Computing Social CRM Social Networking Social Software Strategic Planning Tags:
4 responses so far ↓
1 Social Business Top News for September 7th from 01:02 to 08:00 – Social CRM ( SCRM ) Consulting Services | Social CRM World ( SCRM ) September 7, 2010 at 1:04 pm
[...] Social CRM: One more thing hijacked by Marketing? [...]
2 Social CRM: One more thing hijacked by Marketing? : : crm September 7, 2010 at 4:24 pm
[...] Więcej: Social CRM: One more thing hijacked by Marketing? [...]
3 vikas nehru September 7, 2010 at 6:58 pm
Michael
The New Yorker magazine had an interesting article on customer service (excerpts below) that may explain the disconnect between Marketing and Customer Service
For a start, most companies have a split personality when it comes to customers. On the one hand, C.E.O.s routinely describe service as essential to success, and they are well aware that, thanks to the Internet, bad service can now inflict far more damage than before; the old maxim was that someone who had a bad experience in your store would tell ten people, but these days it’s more like thousands or even, as in Carroll’s case, millions. On the other hand, customer service is a classic example of what businessmen call a “cost center”—a division that piles up expenses without bringing in revenue—and most companies see it as tangential to their core business, something they have to do rather than something they want to do.
The real problem may be that companies have a roving eye: they’re always more interested in the customers they don’t have. So they pour money into sales and marketing to lure new customers while giving their existing ones short shrift, in an effort to minimize costs and maximize revenue. The consultant Lior Arussy calls this the “efficient relationship paradox”: it’s only once you’ve actually become a customer that companies put efficiency ahead of attention, with the result that a company’s current customers are often the ones who experience its worst service.
Read more http://www.newyorker.com/talk/financial/2010/09/06/100906ta_talk_surowiecki#ixzz0yrEgDCYj
4 Corie CRM September 9, 2010 at 1:48 pm
I really enjoyed your webinar!
Although companies are recognizing the impact that social media plays in their CRM initiatives, they are failing to act upon it in an effective way.
Thanks again for your informative content.