Looking into the capabilities provided by various vendors (by themselves or as a result of partnerships) I have been asking myself: “is that Social CRM”? What are the components required to qualify as a full fledge Social CRM Platform?
While I believe there are great efforts in progress by many companies advancing towards providing a full fledge Social CRM platform I don’t think any particular provider is quite there yet; but many are making great strides…
What are the components that constitute a Social CRM platform? At a high level I believe we need:
“Input” or “Data In” Component:
Data is generated through action and interactions of people at various locations; major social networks (i.e. Facebook, Twitter) at niche / brand sponsored communities (i.e. Viewpoints). A key component of a Social CRM platform is the capability to find / track and capture this data; this can take the form of Social Media Monitoring or tracking of direct & specific Engagements among end users or between brands and end users (i.e. track the result of addressing a complain through Twitter).
Master Repository / System of Record
Social contributes and complements traditional CRM; as so the Master Repository should be able to manage data for Social in addition and side by side with data coming from other sources such as support systems, reward program systems, credit score systems, etc.
Using the data captured and aggregated from various sources to drive automated workflows & decisions (i.e. escalation when we realize a decision maker or an influential individual has issued a public complain); or feed into human driven decisions (i.e. presenting data through dashboards and reports)
Business Process Logic / Workflows
Ability to trigger events, route data (to humans or processes), inform, flag, etc. based on flexible rules that can be programmed into the system.
Actions / Data Out
Facilitate the action: enable responses directly to end users at the communication channel of their preference (i.e. responding to complaints through Twitter), feed & inform other systems and processes.
Clearly it is a tall order to expect any particular vendor to deliver on all of the above; most likely this will be achieved through partnerships (though the big CRM providers are definitely in the position to deliver a single vendor solution).
What do you think? What components did I miss?