Information About The Book!

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In nibh sapien, aliquet tincidunt fringilla at, feugiat quis enim. Cras consequat, ipsum et posuere venenatis, nulla massa mattis eros, sed varius turpis quam sit amet purus. Vestibulum vehicula consectetur congue. Sed facilisis nisi in lectus convallis, porttitor hendrerit est consequat. Vivamus hendrerit, ante sed ornare molestie, tortor lorem suscipit tortor, id sodales mauris metus quis purus. Nulla egestas tellus eu enim consectetur, sit amet sagittis nisl eleifend. Mauris laoreet venenatis sem, lacinia mollis augue mollis ac. Nulla a neque a justo dignissim feugiat. Mauris rhoncus eros sit amet augue dictum fringilla. Nunc dictum lobortis convallis.

Sub-Heading

Aenean vulputate urna est, ac sollicitudin enim vulputate et. Vestibulum tempus lacinia consequat. Donec posuere enim mi, vel lobortis erat pulvinar nec. Duis felis purus, adipiscing sed dolor at, volutpat sagittis magna. Sed imperdiet scelerisque mauris, vulputate dictum augue egestas sit amet. Nullam sit amet eros non purus fermentum dapibus ac a mi. Curabitur id viverra nibh. Donec scelerisque vulputate nunc, non interdum orci. Morbi ut quam eleifend, placerat ipsum eget, iaculis arcu. Curabitur blandit consequat nulla. Praesent non pellentesque neque. Duis tortor purus, dignissim sit amet sagittis egestas, feugiat nec elit. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam pellentesque lectus nec arcu ullamcorper, a vulputate augue semper. Duis auctor velit in nisl scelerisque consectetur. Sed ornare quam diam, at placerat risus tristique at.

Sub-Sub-Heading

Vivamus vel facilisis ante, vel porttitor metus. Sed eu congue nibh. Fusce non diam ut enim pretium pellentesque. Vivamus quis euismod quam, non aliquet risus. Etiam ornare lorem sit amet gravida eleifend. Cras quis nibh pretium, pretium turpis consectetur, lobortis leo. Phasellus sed vestibulum metus, id vestibulum odio. Donec quis nisl ante. Fusce tristique sagittis erat ut bibendum.

Report on 18 Use Cases for Social CRM


Posted by on March 5, 2010

Jeremiah Owyang and Ray Wang from Altimeter Group released their report today on the 18 use cases for Social CRM and provide some ideas and guidelines for how to move forward within the space.  They included quite an impressive roster of experts and vendors to help them compile their report.  However, keep in mind that what they created is just a starting point.  I just finished re-reading the report again and I think what they have put together is a great document but I do have some ideas, thoughts, and notes on what they put together.

Let’s start with this image that depicts the 18 use cases of Social CRM:

Traditional CRM has always been used for three things: sales, marketing, and customer service.  Social CRM doesn’t replace those but instead it adds new layers into the mix (as you can see from the image above), mainly collaboration, ideation, and improved customer experience.  Actually, I wouldn’t even classify customer experience as a separate SCRM layer because I think the whole point of SCRM as a whole is to improve the customer experience.  Collaborating with customers, innovating, and improving your marketing, sales, and support efforts are all geared towards improving the customer experience because that is ultimately what is going to be the key differentiating factor between competitive companies.

I’ll point everyone to the following idea that Esteban Kolsky came up with (Chess Media Group helped redesign it).  Again this image shows the overlap between Enterprise 2.0 and Social CRM.

Back to the report…

Jeremiah and Ray researched 18 use cases for Social CRM but I’m sure others will emerge quickly (or may already exist).

The report also goes on to discuss the 5 Ms of Social CRM and the baseline processes.

What I would have liked to see is a separation between what can be automated and what needs to be handled by a human.  I have a baseline framework for this that I brainstormed with Brent Leary and hopefully I can create an image that depicts what that should look like.  The other challenge here is that Jeremiah and Ray recommend that  we need all 5 Ms yet each M involves working with a new vendor.  According to the baseline process chart, in order to fully take advantage of SCRM a company would need to work with at least five different vendors such as Biz 360, Facebook Profiles, Sugar CRM, Informatica, and IBM Cognos.  I don’t think that this is realistic and then there’s the issue of integration and of course budget and resources (yes I know, a completely separate issue).

I definitely commend Jeremiah and Ray for really compiling a fantastic report (there is much more in there for you to read).  I think this report is a fantastic starting point for the SCRM framework, and while I’m sure not everyone agrees with what they (or I) have to say about SCRM, it certainly will cause great discussions to surface.  If you want to check out the full Social CRM report, you can visit the Slideshare presentation (which I recommend you do) or just read below.

  • http://web-strategist.com/blog Jeremiah Owyang

    Jacob thanks for the review. Good point about automation for manual processes, in most cases, the goal is to automate to increase scaling and efficiency, but we know from brand monitoring, community management, and collaboration use cases –that's never truly going to happen till someone develops skynet.

    Regarding the vendor requirements for the 5Ms we've not seen a single company tackle all 5Ms, and when we do, we would want to highlight them. To date, the process is disparate in a new market, this is one of the realities in an emerging market: Many players, ideologies, and data types.

    Again, Thanks.

  • http://web-strategist.com/blog Jeremiah Owyang

    Jacob thanks for the review. Good point about automation for manual processes, in most cases, the goal is to automate to increase scaling and efficiency, but we know from brand monitoring, community management, and collaboration use cases –that's never truly going to happen till someone develops skynet.

    Regarding the vendor requirements for the 5Ms we've not seen a single company tackle all 5Ms, and when we do, we would want to highlight them. To date, the process is disparate in a new market, this is one of the realities in an emerging market: Many players, ideologies, and data types.

    Again, Thanks.

  • Pingback: Join the Social CRM Pioneers!

  • http://www.carpetcleaningmilwaukeewi.net/carpet-cleaning-waukesha.php carpet cleaning Waukesha WI

    I’m just grateful for your help and in addition have high hopes you are aware of a great job you’re undertaking training some other people using a blog.

  • http://www.electricianmelbourne.org/ electrician melbourne

    This must be really exciting stuff to consider, looking forward for more.

  • http://handymanmelbourne.net.au/ handyman melbourne

    Good point about automation for manual processes, in most cases, the
    goal is to automate to increase scaling and efficiency, but we know from
    brand monitoring, community management, and collaboration use cases.

  • http://mytungstenrings.com/tungsten-rings/black-tungsten-rings/ Black Tungsten Wedding Bands

    It’s a great document but I do have some ideas, thoughts, and notes on what they put together.

  • http://www.hongkongcompanyonline.com/ Bvi Company Formation

    Thank
    you for all your efforts that you have put in this. Very interesting info.