• Hi Harish,

    You have certainly raised a very valid point. I think it boils down to how best you can leverage the social media channel for enhancing the organization's CRM capabilities. The scope of how one would like to integrate social media with CRM is immense, it is only that because of competition all around, one is just trying to make hay since even the end users are not very much sure of the complete gamut of value adds that Social CRM can provide.
    And hence one of the easier of the lot is to just use social media as a channel to monitor various queries and also to launch campaigns. I believe, the social CRM is still at a very nascent stage and thus everyone looks at it from different perspective. So I will say no one is wrong here but no one even gives the complete picture. The point you have referred here is very valid but this will definitely be out in open once we are little bit ahead in the learning curve.

  • Mark A Carbone

    Great comparison!! It's so true. I see it all the time. We are in the infancy of this new way of “Stakeholder” Service and the tools are very difficult to use efficiently.

    I'm working so hard to give customer advocates a “toolkit” of how-to's and media assets to share and training so they become the clients extended sales and customer service arms.

    Running into a new problem – creating a system to manage the system that manages the employees who manage the customer advocates/raving fans.

    So much opportunity is being left on the table – so many opportunities to serve the customers, vendors, employees, partners but at least we're seeing it and starting to improve. No silver bullet yet 🙂

    Mark Carbone – http://www.twitter.com/markacarbone

  • Tewksbum

    Harish,

    To be honest, don't you think social CRM boils down to adding another app to the CSR desk? Sure it would be great is this was integrated to a broader customer profile, but as a starting point it's no different fielding a “call” via a social channel than it is via the phone.

    – Tewks
    http://www.themarketingmojo.com

  • @nishith_gupta

    Thanks for your comment. You are right in that the scope of how one can integrate social media with CRM is immense and because of lack of better understanding, use cases and case studies, Social Media is used as a channel to monitor various queries and to launch campaigns.

    IMHO companies will go up the learning curve very fast and in the next 12-18 months time frame, we will see companies engage their customers on Social channels in a much better way.

    Thanks again for your comment and kind words, much appreciated!

    Harish Kotadia, Ph.D.

  • @nishith_gupta

    Thanks for your comment. You are right in that the scope of how one can integrate social media with CRM is immense and because of lack of better understanding, use cases and case studies, Social Media is used as a channel to monitor various queries and to launch campaigns.

    IMHO companies will go up the learning curve very fast and in the next 12-18 months time frame, we will see companies engage their customers on Social channels in a much better way.

    Thanks again for your comment and kind words, much appreciated!

    Harish Kotadia, Ph.D.

  • @nishith_gupta

    Thanks for your comment. You are right in that the scope of how one can integrate social media with CRM is immense and because of lack of better understanding, use cases and case studies, Social Media is used as a channel to monitor various queries and to launch campaigns.

    IMHO companies will go up the learning curve very fast and in the next 12-18 months time frame, we will see companies engage their customers on Social channels in a much better way.

    Thanks again for your comment and kind words, much appreciated!

    Harish Kotadia, Ph.D.

  • @markacarbone

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

    You are right, we are in the infancy of this new way of “Stakeholder” Service and the tools are difficult to use.

    We need few good use cases and case studies, and companies will go up the learning curve very fast. I guess we will see this happen in the next year or so.

    This underscores importance of hiring good talent when it comes to Social Media marketing and Social CRM to leverage on the “opportunity being left on the table” as you rightly point out!

    Thanks again for your comment and kind words!

    Harish Kotadia, Ph.D.

  • @markacarbone

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

    You are right, we are in the infancy of this new way of “Stakeholder” Service and the tools are difficult to use.

    We need few good use cases and case studies, and companies will go up the learning curve very fast. I guess we will see this happen in the next year or so.

    This underscores importance of hiring good talent when it comes to Social Media marketing and Social CRM to leverage on the “opportunity being left on the table” as you rightly point out!

    Thanks again for your comment and kind words!

    Harish Kotadia, Ph.D.

  • @markacarbone

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

    You are right, we are in the infancy of this new way of “Stakeholder” Service and the tools are difficult to use.

    We need few good use cases and case studies, and companies will go up the learning curve very fast. I guess we will see this happen in the next year or so.

    This underscores importance of hiring good talent when it comes to Social Media marketing and Social CRM to leverage on the “opportunity being left on the table” as you rightly point out!

    Thanks again for your comment and kind words!

    Harish Kotadia, Ph.D.

  • Thanks Tewksbum for your comment, much appreciated!

    What I have highlighted in my post is the importance of “Social” dimension of Social CRM. It is different from CSR answering calls from customers, and the importance of using this “Social” dimension effectively.

    Thanks again for your comment.

    Harish Kotadia, Ph.D.

  • Thanks Tewksbum for your comment, much appreciated!

    What I have highlighted in my post is the importance of “Social” dimension of Social CRM. It is different from CSR answering calls from customers, and the importance of using this “Social” dimension effectively.

    Thanks again for your comment.

    Harish Kotadia, Ph.D.

  • Thanks Tewksbum for your comment, much appreciated!

    What I have highlighted in my post is the importance of “Social” dimension of Social CRM. It is different from CSR answering calls from customers, and the importance of using this “Social” dimension effectively.

    Thanks again for your comment.

    Harish Kotadia, Ph.D.

  • fiona

    love your post, thank you! Just starting up a new business with a doctor and online sales and want to implement all the systems just right from the star.. (ok you can all laugh 😉 So picking the correct CRM, that will integrate with the outsourced call center, fulfillment, affiliate programs, social media, chats, em, text, ipad, iphones and shopping carts that can all work and talk together seamlessly is an overwhelming sea of data – but alas i am still floating and your blog helped me make sure I try to rally the social parts, and yes, love it that the customers can support each other as well!

    Any direction, advice, starting from scratch and need all from designer, web, all the way through. At least we have formulations, and manufacturing..! (did I hear some people say, poor girl, been there!)

    many thanks

    Fiona

  • fiona

    love your post, thank you! Just starting up a new business with a doctor and online sales and want to implement all the systems just right from the star.. (ok you can all laugh 😉 So picking the correct CRM, that will integrate with the outsourced call center, fulfillment, affiliate programs, social media, chats, em, text, ipad, iphones and shopping carts that can all work and talk together seamlessly is an overwhelming sea of data – but alas i am still floating and your blog helped me make sure I try to rally the social parts, and yes, love it that the customers can support each other as well!

    Any direction, advice, starting from scratch and need all from designer, web, all the way through. At least we have formulations, and manufacturing..! (did I hear some people say, poor girl, been there!)

    many thanks

    Fiona