Posts Tagged 'customer experience'

It’s all about the customer dummy

CRM stands for Customer Relationship Management.  Right?  But the functionality of most systems are more about Customer Management.  They aren’t focused on the relationship.  Sure they track customer activity and behaviors.  But they don’t really make relationships better.  THAT is the hope of people talking about Social CRM.

If you just kept tabs on your spouse’s activity and behavior…how would your marriage be?

Relationships aren’t about metrics.  That would be easy. Relationships are more complicated. They are more about opinions, feelings, attitudes, pet peeves, and other emotionally based things.  Modern CRM doesn’t track that.  Social media does.  And everyone is scrambling to merge them. Most are failing.

Got this from A. Prem Kumar:

From trying to “control” the customer experience, CRM will have to shift to “providing” customer experience & “enabling” collaboration on multiple levels by “participating” in conversations with the customers across various new social media channels and new locations on the online socnets/communities.

The businesses that understand the above need & incorporate it will come out winners, the rest will become whiners since they will be forced to incorporate those changes. Because of the onslaught of the technologies that are putting the power into the hands of the customers.

The new stuff will be about engagement, collaboration & co-creation with the customers by the business.

Social CRM is the peace pipe from businesses to customers armed with social media & VRM (vendor relationship management, which Paul equates to the Labor Unions!). But rather than pitting against each other, Social CRM should be able to bring together all the parties in a business ecosystem for collaboration & co-creation. It is no longer only business to customer but also the other way as well as customer to customer too.

Original post

I’m not sure if he was the originator but it clarifies what I’m thinking.  CRM has been looked at as an enterprise focused application with little or no thought for the actual customer.

Social CRM needs to merge the emotional customer and non-emotional enterprise.  It’s more than “watching” customers.  It’s actual interaction. Actual collaboration.  Actual relationship building in the customer’s natural environments.