In his 1994 album, Wildflowers, Tom Petty wrote a song, Time to move on, and the entrance goes like this:
It’s time to move on, time to get going
What lies ahead, I have no way of knowing
But under my feet, baby, grass is growing
It’s time to move on, it’s time to get going
And a few of us feel that way about the term Social CRM. It was never a great term, but it was – and maybe is for most – a sturdy enough term. It just feels a bit like a draught horse when you’re looking for an Appaloosa. Apropos Tom Petty and what we are doing here by adding the preposition ‘for’ between the “Social” and the “CRM” is that he and Rick Rubin decided that the five-piece band around Petty was great, but to really capture another dimension a whole lot of other talents were needed. They went out and invited greats like Ringo Starr and Carl Wilson and Michael Kamen to strengthen the songs and give the album a new depth and subtlety.
And that is what we will be doing more of in 2013 – broader collaboration with other superb Gartner teams like our Social and Collaboration and High Performance Workplace colleagues. Analysts such as Jeff Mann, Sue Landry, Nikos Drakos, Tom Austin – and many others. We have been building more synergy with those groups – and joining their research teams – to expand the meaning of “Social for…..” in a more cohesive research framework.
Our preposition proposition is to simply say “Social for Marketing,” and “Social for Customer Service,” and “Social for CRM,” as examples. What is Social for CRM? It remains a business strategy. It is a strategy of building/fostering/analyzing customer connections, reputation, trust and intentions, and harnessing them to recommend, buy, and/or advise. As we have said in the past, Social for CRM benefits the business by fostering engagement, participation and interaction among customers, and among employees, prospects and partners.
Three things to end with:1) let us know what you think. Are you thinking: ‘this makes sense!’ or are you reminded of the 1998 film, Something about Mary and the discussion between Ted and the Hitchhiker that goes:
And the hitchhikers great new idea: