Reader John Moore, in a comment on my Social CRM Must Be Social post yesterday, pointed me to Paul Greenberg’s ZDNet post from earlier this week in which he put a stake in the ground, and declared that he was no longer going to engage in the debate on what the definition of Social CRM, or sCRM is. The article itself is well worth reading, as it identifies the elements of sCRM in detail, as well as what Greenberg sees as the next step in the discussion on sCRM. After much detail, Greenberg boils down sCRM into a succinct definition:
CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.
Greenberg even provides a more succinct, Tweetable definition:
The company’s response to the customer’s control of the conversation.”
The need for Social CRM reflects the revolution in communications technology that has occurred during the past several years, making information and communication more diffused, and putting the customer in charge of the interaction in a new way. By utilizing new communications mediums and building social relationships with customers, companies can leverage their interactions to achieve new and better data regarding their customers, as well as create new interactions that provide and promote new and better opportunities for doing business.
Related posts:
- Social CRM Must Be Social!
- Is Salesforce.com’s approach to Social CRM Correct?
- Social CRM For Small Businesses
- Traditional Customer Service and Social CRM Are Complimentary, Not Contradictory
- How Will Social Media Be Leveraged for CRM?
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