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Principal of Chess Media Group, a social business consultancy. Jacob works with mid and enterprise organizations on developing customer and employee engagement strategies. He is also the co-author of Twittfaced, a social media 101 book for business. Jacob authors a Social CRM and Enterprise 2.0 blog.

2 responses to “The Social CRM Process”

  1. Brian Vellmure


    Social CRM is about a lot more than just listening and responding, though this is a great place to start.

    The Customer Centric or Outside In approach to business really isn’t new. Ironically, what is new is the technology. The Social Web has actually changed the landscape of not only CRM, and/or of business, but the very medium of human interaction. This is significant.

    Fundamentally, CRM is about aligning your entire value chain with your customer(s). Social channels open up new opportunities for this alignment.

    Though the principles are fundamental, the new opportunity actually exists because of advances in technology. Like always, though, technology won’t do a thing by itself. And in fact, with misguided expectations, it can create more problems than solutions in many cases. But, great tools in the hands of skilled craftsman have always resulted in amazing results.

    Social channels have introduced unprecedented reach and unprecedented speed (vast and fast) by which we can listen and engage with customers, prospects, influencers, suppliers, and partners. In the end, though, turning the volume up on a cacophony of noise and broken systems and processes just makes things worse.

    In order to be truly successful, an organization needs to have great alignment of culture, strategy, vision, process, and enabling technology if this is ever going to work for them. Otherwise, a social presence or deploying a Social CRM initiative will simply be a facade on a broken organization.

    Specifically to your diagram, one of the challenges that many companies are facing or will face is one of scale. In your model above, the human interpretation step will represent a huge potential cost. Simply adding more humans into the human decision point won’t work.

    Where you are right it that there needs to be a response from the organization in aggregate and on an individual basis. Figuring out the how, why, and when of those responses is where the real work will be done.

    I hope this helps. Thanks for the platform.

    Best regards,