Dr. Pehong Chen – About Social CRM

So traditional CRM is of course data added data and information about the customer. What we try to accomplish in social CRM similar to what we said about social intranet is that you want to provide a platform by the customer so that they can be your equal, more on symmetrical ways as opposed to always on the receiving end. So they are no longer on the part, they are on the top; I mean they should be on anyway because they’re paying all the bills.

Here’s the important thing, the important thing is that you in fact are no longer in control anyway. With your customer, if they are angry and they don’t find a proper venue, they can go to Twitter and many, many other public places and make a big mess for you so it can only get worse if you don’t really take that seriously. So what we advocate and explain to our customer in this concept of a social CRM is treat it as part of your extension, as your social ecosystem because a business really is an ecosystem anyway. Again, these concentric rings, you have your work force, you have your partners, and then you have your customers and frankly every partner is a customer, every customer is a partner and then it goes on forever, right? All in all and then finally your prospects, your public, so very large ecosystem typically and then you’ll probably go across the world globally, regionally, so on and so forth.

So if you think about it like that and you can organize your business in such a way then social CRM simply becomes a very natural way of doing business as part of this ecosystem. So what you can do there is to have companies operate many, many of these networks, some of them are hubs, some of them are spokes, but they can share a lot of things, or not share for that matter for a lot of proprietary and privacy reasons but by and large the important thing is, more sharing, more feedback, more crowdsourcing, and similarly making customers feel like they are important.

Right

And it’s a lot easier to accomplish that now, taking this approach because if you don’t do it, they’re going to do it on their own terms anyway.

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