Knowledge Management critical in Social CRM

By Harish Kotadia, Ph.D. | Published: June 16, 2010

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In my previous post titled Social Media: The New Front End of CRM System, I highlighted how Social Media has empowered customers like never before as they discuss about brands/products and their likes/dislikes on Social Media channels. This presents an invaluable and “never before” opportunity to learn from customers in real-time. For this, companies need to Listen and Learn from what customers are saying and Engage them in meaningful conversations.

It is no longer enough just to have a database as in traditional CRM systems since companies don’t control content and format of information. We need Knowledge-base to effectively learn from customers and engage them on Social Media channel.

Social Media channels can generate tremendous amount of information and customers decide the format and content of information. It is no longer enough just to have a database as in traditional CRM systems since companies don’t control content and format of information. We need Knowledge-base to effectively learn from customers and engage them on Social Media channel. Social Media monitoring is not enough and companies need to invest in Knowledge Management tools to continuously learn and evolve. Knowledge Management comprises of ‘a range of strategies and practices used to identify, create, represent, distribute and enable adoption of insights and experiences’.

Social Media monitoring is not enough and companies need to invest in Knowledge Management tools to continuously learn and evolve.

Knowledge Management tools are critical in learning from customers and adapting to change. And unless companies learn and adapt on the basis of inputs received from their customers, it is very difficult to engage them and build trust and brand loyalty, the essence of Social CRM. Only companies that learn and evolve continuously, and engage and respond to their customers’ needs will thrive in Social Age.

What do you think? Do you agree that Knowledge Management is critical in Social CRM? Or you think that is not the case. Please do share your thoughts. Look forward to hearing from you:

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Comments

http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
http://twitter.com/ChristienJanson christien janson

Social media are a tremendous source of information. But unless you go there with a solid strategy ( what do i want to know, how do i manage that info, and how am i going to use it) you are just going to drown in it all.

That is why social media are always an extra, never a replacement for your knowledge and information strategies !
moesds

Yes, I agree that Knowledge Management is critical in Social CRM. In my view as well as my consideration, KM defined in two ways, contextually-driven KM definition and content based- driven KM definition which will bring us into such condition, KM is critical factor in Social CRM.

The following are my version on KM definition :

1. Contextually – driven KM Definition : Knowledge Management (KM) essentially is not management technique but behaving more as an access mechanisms that can be used across any management tool type such as Total Quality Management, Learning Organization, Benchmarking, Process Classification Framework, Business Process Reengineering, Balanced Scorecard, Business Intelligence including Social Media platforms etc. wherein each with their specific functions to be orchestrated under KM’s consciousness. So, here we put KM in incredibly broad meaning as subject with higher level than any other management tool type which is treated only as object ( http://www.scribd.com/doc/28696847/How-to-re-po…… and http://mobeeknowledge.ning.com/forum/topics/why… ) From eastern concept, Knowledge with broad meaning also known as Noor or “Light”

2. Content based – driven KM Definition : KM described as “Human Enlightenment Process-based KM Definition” through the link http://mobeeknowledge.ning.com/forum/topics/hum… and http://www.knowledge-management-online.com/huma…… in which KM defined as follow :
1. KM is the staging of Human Enlightenment Process
2. The process is to managing the transformation of Information content as object into Knowledge and beyond as subject (KW concept noted as narrow meaning)
3. The goals are towards Learning, Growth and Innovation
4. The management should leveraged by KM Standards, KM Tools and KM Process Frameworks

Epistemologically, my version on KM definition above mentioned derived from our paradigm on Knowledge, which is postulated as the analogy with Human System Biology (HSB) applied to KM model called as HSB-based KM (visit our K-Base http://delicious.com/mobeeknowledge/humansystem… (24 articles) and take attention especially to http://mobeeknowledge.ning.com/forum/topics/the… ) and fundamentally rooted from our DI – KW model in which DI separated from KW, not in DIKW as a continuum considering that Knowledge is human knowing tools achieved as inborn as well as acquired (visit our Knowledge-Base on DI – KW Model http://delicious.com/mobeeknowledge/di-kwmodel – 12 articles)

So, from this standpoint, especially from the version of contextually-driven KM definition, I certainly agree that KM is critical in Social CRM assuming that Social CRM is a management tool type that very depended upon KM as the organizational consciousness entity where interaction of human social behaviors taken place
http://hkotadia.com/ Harish Kotadia, Ph.D.

Thanks @ChristienJanson for visiting my blog and for sharing your thoughts. Much appreciated.

I completely agree with you that you need to first have a solid strategy before you venture on using Social Media channels. In fact, if you see my definition of Social CRM, it states: “Social CRM is the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty” (for more see this: http://hkotadia.com/archives/1648 )

Social Media provides tools to reach your goal of building trust and loyalty with your customers. And you need to have a strategy (plan) to reach your goal, else will be lost – not knowing where you are going and why.

Hope this helps, thanks again for your comment.

Harish Kotadia, Ph.D.
http://hkotadia.com/ Harish Kotadia, Ph.D.

Thanks @ChristienJanson for visiting my blog and for sharing your thoughts. Much appreciated.

I completely agree with you that you need to first have a solid strategy before you venture on using Social Media channels. In fact, if you see my definition of Social CRM, it states: “Social CRM is the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty” (for more see this: http://hkotadia.com/archives/1648 )

Social Media provides tools to reach your goal of building trust and loyalty with your customers. And you need to have a strategy (plan) to reach your goal, else will be lost – not knowing where you are going and why.

Hope this helps, thanks again for your comment.

Harish Kotadia, Ph.D.
http://hkotadia.com/ Harish Kotadia, Ph.D.

Thanks for visiting my blog Moesds and for your great comment.

Honestly, your comment is worthy of a great blog post in itself, so if you are not currently blogging or tweeting, would encourage you to do so since you have something great to share.

Thanks again,

Harish Kotadia, Ph.D.
http://hkotadia.com/ Harish Kotadia, Ph.D.

Thanks for visiting my blog Moesds and for your great comment.

Honestly, your comment is worthy of a great blog post in itself, so if you are not currently blogging or tweeting, would encourage you to do so since you have something great to share.

Thanks again,

Harish Kotadia, Ph.D.
Pingback: Creare engagement grazie all'uso intelligente dei social data |

Comments

About Dr. Harish Kotadia
Dr. Harish Kotadia has more than twelve years’ work experience as a hands-on CRM Program and Project Manager implementing CRM and Analytics solutions for Fortune 500 clients in the US.

He also has about five years’ work experience as a Research Executive in Marketing Research and Consulting industry working for leading MR organizations.

Dr. Harish currently lives in Dallas, Texas, USA and works as Social CRM/CRM and Analytics Consulting Lead for Infosys Technologies. Views and opinion expressed in this blog are his own.
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