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Tobias Brenner

5 Lessons Social CRM can Learn from CRM | Dr. Harish Kotadia - 0 views

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wiki enterprise2.0 social crm strategy

shared by Tobias Brenner on 05 Sep 10 - Cached
  • Lesson 1: Social CRM is a Strategy Social CRM is a business strategy, it is not technology, tools or platform. Social CRM can be defined as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty.
  • Lesson 2: Optimize Business Processes Reason why many of the CRM implementations failed over the last decade is that the underlying CRM related business processes were not re-engineered or optimized for the CRM system
  • Lesson 3: Data Quality is Very, Very (and Very) Important Any information system is only as good as data in it. We have all heard of the phrase “Garbage in, Garbage out” and this aptly describes why some of the CRM implementations failed. Not enough care was taken to ensure data quality.
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  • Lesson 4: Leverage Analytics Another key lesson we can learn is to leverage analytics. Thanks to their CRM systems, organizations were able to collect vast amount of data and have 360 degree view of their customers, but the same data could have been used much more effectively by applying  Predictive Analytics.
  • Lesson 5: Project Ownership and Leadership While discussing about project ownership and execution of CRM projects, I am reminded of this maxim: “a camel is a horse designed by committee”. In any large and complex project with multiple stake-holders, it is very important to have a clearly identified “owner” and an effective “leader” who will be responsible for the success of the project.
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