Where Are We Heading with SCRM? @ crm intelligence & strategy. This is a reaction to a Twitter “conversation” that needed more space to be understood.
Last Thursday (July 29th) in the morning (the twitter timeline is not displayed in the pictures below), Prem Kumar Aparanji (@prem_k on twitter, and one of the early and most prolific pioneers in the Social CRM movement by way of always thinking ahead of the rest of us), twitted the following: I thought it was an interesting question (autopoiesis refers to his post here, the definition is on wikipedia here, and Ouroboros has a definition here — the basic concept he is tweeting about is that we stopped innovating, stopped growing the concept of SCRM) considering the heated battles for definitions and positioning we recently experimented. He is right – we stopped moving forward with the concept. It is fairly typical for any cycle, and a market evolution is just another cycle, to reach this stage. It is almost as if gathering steam to continue growing. Bottom line, where are we now? Sounds like Fun! Thinking it Through Some More: More on What Else? Social CRM.
Bob Thompson raised a very important question in Jeremiah Owyang's Social CRM Pioneer group (public), which I suggest anyone who reads this post, should join.
"Can You 'Do' Social CRM without Social Media/Networks? " It is a serious addition to the continued discussion that is going on enmasse throughout the social sphere about what Social CRM is. The Customer Ecosystem I'm trying to figure out a way to make this seem emphatic without capitalizing all the letters. Lets see....Okay I think this might work. We've seen the actions taken by companies in response to the social customer literally countless times for good and bad with bad being the recent Nestle's brouhaha and good being Procter and Gamble's ongoing work with VocalPoint, Connect & Develop and use social marketing (as in the Sparklebody spray example). The Strategy and Model Suggested by the Customer Ecosystem I think there's one more thing before we get into Bob's question. Can You "Do" Social CRM without Social Media/Networks. Aggregating Some Random Pieces: The Social CRM Industry. I was going to do this long post about something but I decided instead to accumulate a few things in a shorter format and lay them out to you.
They are both industry driven and highly personal. So here we go: Stop the Vendors-as-a-Class Beatdowns I’m tired of industry pundits and others beating on enterprise software vendors simply because they are vendors. When I was in Amsterdam/Arnhem last fall to speak, I had an epiphany when I saw how they treated vendors. If the culture is bad, nail it. Microsoft does good and bad. Stop the Competitive Vendor Beatdowns That said, it’s also disgusting when vendors attack other vendors in the name of “competitive differentiation.” Stop the Jockeying for Position Its funny. the release last Friday of the Altimeter Group’s excellent, needle-forward, Social CRM Use Cases paper (see below) created an incessant backchannel chatter going on about Altimeter “interlopers” – with a negative connotation.
What do I mean by that? Look, let me be clear.
Marketing. Customer Service and Support. Vendors. Master Data Management (MDM): Customer. Analysts.