• wimrampen

    Hi Harish,

    I think you summed it up nicely. And I agree, with the Social Customer in the driving seat of the paradigm shift, the 4 tech-trends you describe here, will drive the company's ability to answer to the Social Customer..

    A little warning though: One could invest in building the capabilities of any of the above tech-trends, without investing in a culture, framework and approach to Customer centricity the investment will not provide the return expected.

    In short: Having the technical capabilities doesn't mean one has made the (paradigm) shift..

    Thx,

    Wim

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  • Thanks @wimrampen for sharing your thoughts and kind words, much appreciated!

    I couldn't agree with you more in that one could invest in building the capabilities, but if it is without investing in a culture and customer centricity, the investment will not provide the return expected. In fact, it could prove counter-productive!

    Organizations should first invest in creating customer focused culture before investing in powerful tools. Given the reach and effectiveness of Social Media tools for example, if enough care is not taken – they could do more harm than good. Nestle's recent Facebook fiasco is a great example. It emphasizes the need for not only creating the right culture/environment, but also providing enough training/skills to people who are going to use these sophisticated tools.

    Investing in tools is the easy part, it is more difficult to create a customer focused culture. Those organizations who succeed in creating such a culture and use tools effectively will come out as winners, others will lose their position.

    Thanks again for your comment, much appreciated.

    Harish Kotadia, Ph.D.

  • zafarnamah

    Contesting the Death of Traditional CRM: Social CRM is a Process and
    not a Technology.

    http://creativestride.com/blog/2010/06/01/conte

  • Harish,

    I can see one other trend that is emerging – “platformization” of the CRM.
    On our test landing page (it'll be live in a few days) http://testfoo.smartupz.com you can see the description of the “next gen” (shameless self promotion warning!) CRM system that acts not as an internal system but is a communication platform for the company, partners and customers.

    Please check this link as well – http://testfoo.smartupz.com/press-kit/ – it describes our philosophy.

  • Thanks @smartupz for visiting my blog and for your comment. Yes, “platformization” of CRM is a fact, but it is not limited to only communication, but extends to all types of collaboration among customers and with employees and partners. This is what customer communities all about. And Social CRM can help with this.

    Thanks again for your comment, much appreciated!

    Harish Kotadia, Ph.D.

  • Harish, great post. It's important to fix the baseline for a good interpretation of SCRM. I'd like to give my contribution considering into the Predictive Analytics the IMHO terrific importance of realtime event-driven marketing / alerts which give the opportunity to be always “on-air” when specific critical events occur in order to react properly.

  • Thanks @aincalza for visiting my blog and for your kind words!

    Yes, predictive analytics can help in real-time event driven marketing (or should we call engagement, as this is Social Media).

    For higher ROI on Social CRM investments, it is a must that PA is leveraged, else no point in monitoring SM in real-time, but not responding or engaging customers.

    Thanks again for your comment, much appreciated.

    Harish Kotadia, Ph.D.

  • Thanks @aincalza for visiting my blog and for your kind words!

    Yes, predictive analytics can help in real-time event driven marketing (or should we call engagement, as this is Social Media).

    For higher ROI on Social CRM investments, it is a must that PA is leveraged, else no point in monitoring SM in real-time, but not responding or engaging customers.

    Thanks again for your comment, much appreciated.

    Harish Kotadia, Ph.D.