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Wading In the Trough of Disillusionment: Social for CRM

by Jenny Sussin  |  January 30, 2015  |  2 Comments

If you’re looking to listen to some music appropriate for the reading of this post, just hit play and begin your read.

 

 

Welcome to the trough of disillusionment Social CRM, we’re happy to have you.

 

So, how did we get here?

 

First we made “social” into a term that made us gag a little. The “we” in this situation incorporates businesses large and small, the media, and especially application and service providers including those of us writing this blog post. “Social” meant everything from text messaging, to web chat, to mobile apps, to screen sharing, to web conferencing, to (for the guy I met at a conference that time) basic selling techniques such as phone calls and shaking hands. What we really meant was social media or social networking, but why split hairs at this point? What’s done is done and now it’s all “digital” anyhow.

 

Then we neglected to really recognize that social CRM meant social for CRM, not a separate business practice consisting of posting whatever we wanted to social networks. Marketers have become spam bots and customer support teams have found a new place to send links to self-service sites. No one has actually cared about the customer’s experience so much as they have not having hours of meetings with another team in the organization so that this stuff is unified.

 

And finally, we found new shiny objects: “digital,” “mobile,” and “the internet of things” among the most popular.

 

But we shan’t be bitter. No, we shall wade in the trough and consider how we can get people to think of us as an integral part of managing the farm rather than a nice-to-have.

Here are three quick tips to get out of the trough:

  1. Make social mean something – why is this work critical to our organization’s success? Quantify it. Yeah, I said it. Use numbers.
  2. Stop keeping social in a silo – if you have a social “team,” I have to assume you also have an “email” team, and a “phone” team.
  3. Define what you really want when you say “social.” Placing things on social media? Engaging with people on social networks? Developing a group messaging app?

Now, sit back and relax at your own peril.

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Category: 360  customer-service  digital-marketing  ecommerce  marketing  social-crm  social-media  social-networks  technology-and-emerging-trends  

Jenny Sussin
Managing VP
7 years with Gartner
8 years IT industry

Jenny Sussin is a Managing Vice President for CX and Sales Research. Read Full Bio


Thoughts on Wading In the Trough of Disillusionment: Social for CRM


  1. Jenny, I keep coming back to this post. I’d love to hear more of your thoughts on this bit: “top keeping social in a silo – if you have a social ‘team,’ I have to assume you also have an “email” team, and a “phone” team….we shall wade in the trough and consider how we can get people to think of us as an integral part of managing the farm rather than a nice-to-have.”

    Here’s how I look at it: across every department, not just marketing and customer service, there is incredible value to be tapped into on the social web. By figuring out who to listen to and listening to them efficiently, all kinds of things can be captured: new opportunities, risks, best practices, market intelligence, competitive intelligence, product inspiration, etc. For product teams, HR and recruiting, AR, IR and more.

    As Dion Hinchcliffe once said, the networked organization of the future recognizes that the lion’s share of value exists outside its own walls and works to bring it inside.

    That’s what I’d like to see in moving social outside the silo of marketing. But I’d love to know more about what you’re thinking when you suggest that.

    • Jenny Sussin says:

      I agree with the statement that there is social opportunity across the business. The issue becomes that corporate processes, full sales cycles, support cycles, recruiting cycles, etc. don’t take place on a single channel – social or other. So the critical next step becomes considering the full persona journey…



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