We are leading up to our own Oscar of sorts in my team, the Social CRM Magic Quadrant. As much as there is enthusiasm from the various lines of business in our client base for leveraging communities, blogs, fan pages, crowd-sourced ideas to improve the customer experience and better pinpoint marketing efforts, there is far less fervor from IT.
Why the lack of CIO commitment to an enterprise-spanning Social strategy? One reason I may not be seeing it might be that CIOs are speaking to other groups in my company – folks who look at the broader implications of Social from a perspective on hiring, workforce allocation, change management, and prioritization.
Factoring out the percentage of CIOs who may be engaged, but not with the Social CRM team, still exposes a lack of intense involvement: the participants on the phone conversations and meetings with clients are rarely CIOs or even their direct reports. This is not necessarily a bad thing. SaaS followed a similar trajectory: first the line of business – usually sales managers – subscribed to a SaaS-based business application, and only later did the CIO and IT begin to assert their influence as key issues of scalability, availability, security, integration and procurement became bigger factors as initiatives spread.
What happens next? Over the next 24 months the various loose strands of Social Media initiatives will need to be orchestrated, and integrated, and at that point the good office of the CIO will most likely offer guidance and support – and for some companies leadership.
If you are in a line of business working on a “Social” initiative, do your CIO a favor: have your metrics at hand.
Category: Applications Cloud CRM Customer Centric Web Innovation and Customer Experience Leadership SaaS and Cloud Computing Sales Force Automation Social CRM Social Networking Social Software Strategic Planning Tags: