• Jane Treadwell-Hoye

    I’d go so far as to say it’s not CRM but CX! Not just the systems and the process but a total customer experience programme without social media initiatives that isn’t going to work. You need a holistic view of the customer journey from pre-engagement to sale or renewal, including all touch points of engagement and communications, and social media’s role in this should never be ignored.

  • Anonymous

    Nice thoughts Harish. I think it’s important to re-think certain parts of a CRM strategy for social, especially the means of engagement. Things have changed quickly over the last few years, and the places and means of reaching customers have shifted.

    You mention the importance of mobile/smart devices as one of the four trends at the beginning of your article; I recently posted on the subject of location-aware apps and CRM (http://andrewbschultz.com/crm-social-crm-and-location-aware-mobile-apps/ ), and felt it important to make a distinction between a traditional, operationally-focused approach to using this type of technology, and an SCRM approach that meets the customers on their own terms. Not every company is going to have a lot to “listen” to on the social web, but can use social media tools to engage their customers in new ways that the customers appreciate.

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  • Anonymous

    Great post here Harish. I was just writing up something similar that talks to the dangers of marketers potentially heading into an automated ‘Social CRM’ system. I think the data behind social can be so powerful and if you take the time to listen to your customers first it will lead to better relationship management in the future. Very well done, thanks for sharing your thoughts.

  • Thanks for your kind words and sharing your thoughts. Much appreciated!

    Harish Kotadia, Ph.D.

  • You are right, we need a holistic view but CRM is a specialized function within marketing and social media is a very important part of CX.

    Thanks for sharing your thoughts,

    Harish Kotadia, Ph.D.

  • Thanks for sharing your thoughts, much appreciated!

    Harish Kotadia, Ph.D.

  • Anonymous

    As always – great post – you will definitely like my latest post too
    STOP!!! Social Media is NOT a Starting Point, Unless you are Using it to Listen and Monitor your Customers @ http://jrgrana.com/blog/?p=773

  • Thanks for sharing your thoughts and kind words! Much appreciated!!

    Harish Kotadia, Ph.D.