The Altimeter Group recently released "The 18 Use Cases of Social CRM, The New Rules of Relationship Management" Report, authored by R “Ray” Wang and Jeremiah Owyang; you can find the report here.
Here a few comments; interested in yours once you have had a chance to read the report:
- Monumental effort; I applaud the initiative and energy: Over 100 conversations; 12 influencers called out, 30 Vendors providing input.
- Regardless of whether you agree or disagree with the result these efforts benefit us all; nascent areas (such as Social CRM) require formality, semantics, frameworks and the results of this effort provide that and more.
- "Avoid the Hype – Deploy Social CRM for Business Value" Bravo! Simply love how this is a business focused, centered, measured no nonsense approach..
Some specific points / comments on the report content:
- "Social CRM enhances the relationship aspect of CRM and builds on improving the relationships with more meaningful interactions."
Indeed; but one of the key things to keep in mind is that these interactions are now social; you don't behave the same in different contexts, you are a leader in some situations and a contributor in others, you are quiet on some and vocal in others. The content is important and a key element of the context are those that surround you (physically or virtually).
- "Social CRM programs may start at the departmental level, but over time, must gain corporate buy in to transcend functional fiefdoms in sales, marketing, service, etc."
Indeed; Social CRM follows (or should follow) the same path that traditional CRM had.. the old "who owns the customer relationship" question is here again (actually.. never went away).
- "Customers Have Moved – Organizations are Falling Behind"
- "Social Customer Insights Form the Foundation for All Social CRM Use Cases"
- "Using Peer 2 Peer Lead Generation." "Proactive Social Lead Generation reaches customers who would like to be educated by the organization or its ambassadors."
- "Peer-2-Peer (P2P) Unpaid Armies (SP3). "Harnessing your advocates."
There is much more to call out; but this is already a long post....
What do you think?