I was poking around on a discussion in one of my linked in groups and this interesting question came up;
"Does CRM 2.0 have the same meaning or definition of social CRM?
What are the major challenges facing social implementation? and what factors may influence the customers to use social CRM?"
My first response was... I think this will depend on the size and dynamic of the organization. The needs and complications involved for a smaller business will be much different than a larger enterprise.
After thinking more about this, in a sense Social CRM is replacing CRM 2.0 since you will need to engage in social media as part of your customer engagement. I just attended a "Social CRM gathering in Boston called "The Rock Stars of Social CRM " it had folks like Paul Greenberg (Author of CRM at the speed of light) on the panel. At the end they were asked is social CRM is the right term and the just of the point was it does not matter what you call it but essentially you are going to need to engage and communicate with your customer the way they want to be communicated to and with the tools they are comfortable with since they are now in charge of the transaction engagement. The vendors job is really about getting down to the basics of good old fashion customer service.
Do we need a new acronym?
The term I am tossing out to the community for discussion is "Customer Conversation Management". If we need a new acronym, I think this fits more appropriately since all good relationships require listening as well as communication and the relationship and responsiveness is key to achieve the loyalty and trust required to ask for your customers business.
Principles of CRM remain the same
I think the basic principles in good relationship and conversational communication are important skills that have to transcend an organization. If any conversation is one way and not interactive someone usually gets frustrated and walks away. It will be even more important to master this skill moving forward since you not only need to grow quality relationships that are based on trust but you will have to build more of them. Since all of your customers will be able to communicate with each other you also can not afford to make mistakes or let negative conversations go un answered.
It will be intersting to see the next generation of technologies designed to help us mange these Social-Business relationships. However, if you are not a good messenger and can not connect at some reasonable level as a good listener in a two way conversation these tools will do little for you.
I am interested in your comments. Is there a new acronym warranted for the new wave of "Social CRM" or do you think this all just falls under CRM?
The graphic below is an example of a 5 step process used for implementing new technology. Some venders or consultants have variations on the process but for the most part this is a good guide. Missing or bypassing a step can seriously impact your success or utilization capabilities of your CRM system.
Training, strategy and proper implementation are key.
We have found the biggest gaps for companies implementing new complex technologies are between having a clear vision, strategy, mapped processes and how the humans are trained to integrate with the technical aspects of the applications. For example; most folks use a fraction of the features when they purchase MS Office products or other applications. They buy them for a couple very targeted capabilities. One user may use any of the suite of tools more than another such as excel, PPT or word and some may need to use them all. Most will have a few specific tasks they need to perform over and over again. However, the one time you need that advanced feature/capability... I know I get really frustrated if the right tool was not there when I need it. I also better be able to find someone who can help or some training or other online resource to help me find this feature/tool and turn it on without wasting a ton of time or it often defeats the purpose of having the tool available in the first place.
Sorting out what your users are going to need up front, setting a clear roadmap and providing the support they need over time is monumental to the success of implementing CRM solutions or any complex technology for that matter.
This seems like a double edged sword...
CRM systems are usually designed with tons of features because they are required to associate a lot of complex relationships between different types of data and information profiles. The reality is in order for any good CRM system to be financially feasible to develop it has to be versatile and adaptable since every business model and implementation is unique. Face it, these systems are just complicated in nature and it is very challenging to offer a custom business system that meets every process spec with the functionality required under the hood and a simplified user experience for non technical folks.
One of the other challenges we have found with any complex software application is that when the next batch of new features are released, often, with the new features comes a few bugs. With this comes frustration, which stirs emotions, thus making it harder sometimes for end users to get excited about the new processes or the software.
CRM is complicated by design... so is your business
Most businesses are like a complex web if information and resource associations that are then departmentalized to groups of folks performing roles in the organization. The systems have to be complex to accommodate this. It is often hard to find the right implementers that have the technical savvy to understand the complexity of the CRM systems under the hood as well as the overall required business processes this is intended to support. What this means is that not only is the software configuration different for every customer but the process in which it is deployed is also unique to the culture, participating talent and size of the organization.
Who is involved in getting this done?
I think another challenging issue may be that often folks in sales and decision makers are not in tune with specifically what the end user will need to work more efficiently. When you have a lot of people accustom to their own existing systems and processes it can be hard to get them to adopt the new systems and processes. They need to be convinced this is going to be a better process and make their job easier. This is one key reason why CRM has to be brought into any company both from the top down and the bottom up. It is also very important to maintain open dialog and flexibility across the organization so you can adapt appropriately to changing conditions.
Set your priorities, strategy first and map it... to your technology and with your people
What we found here at CNP integrations was that if we start at the first pain point which is the decision making process, we can help organizations implementing complex technologies with a proven method for getting the most out of their investment. We do this by asking the right questions up front and setting a clear roadmap for success.
I know when folks think of "consulting" they think expensive and it is the first thing they want to cut out of the budget but by far the costs of implementing CRM wrong or picking the wrong technologies to support your needs will far surpass any upfront investment in consulting or follow on training and project alignment support.
Check out our Value Builder Program and Small Business Success programs for more information about our methodology and associated services.
3 New programs to help small businesses grow and prosper http://bit.ly/tB9Md
You can also participate in our online video podcasts (Starting in mid July) where we bring experts together to discuss many key topics related to successful technology deployment and trends with Social CRM. http://webinars.learningcrm.com
Commercialism is like a rigged slot machine do you ever win?
This week end I drove by 10 garage sales. I'll bet most of us in America have a collection of a bunch of stuff we do not need or use any more. This got me thinking about our economy and what I believe may be a culture that has grown off course in America. Are we not programmed to go work hard for money just so we go buy stuff? Are we buying what we need and can realistically afford our purchasing appitites? It seems quite often we end up buying many things out of impulse that we do not really need on credit and then pay interest. To me it is much like a rigged slot machine at a casino. So where did this mind set come from? Perhaps from the many clever advertising, merhandising and the persuasive sciences which have evolved in the last few decades? As someone marketing a product we want to master these techniques yet as a consumer we want to beware to not fall prey. We all need to be aware of the impact these techniques have on our purchasing decisions and the aftermath of when the wrong purchasing decisions are made.
The funnel game always eats your quarter
In many ways selling is like pointing a vacume at a customer with the hope you can "suck them in". It all reminds me of the funnel game I have seen at local malls where you roll in a coin and get to watch it go around and around in the funnel but eventually the coin goes into the bottom and all you got was to watch it spin around for a while. The real reality check came for me a few years back on a trip to Mexico. At the time I had a great paying job, penthouse apartment and what most folks would consider an upscale life style. The problem was that under the hood I was just not happy and the stress really kept me from enjoying these acquired pleasures. In Mexico I met a family of 8 living in a single room hut with very few worldly possessions. I watched how they interacted with their kids and each other and there was no doubt they we very happy and satisfied with who they were and what they had. They did not seem to be corrupted by the "keep up with the Jones's syndrome" or the "glamour and fashion trend setting craze" since they did not get blasted with the constant programming contained in advertisements. They had what they needed and since they had limited resources they put a lot of thought into any purchase they made and only "consumed" what they needed.
Addicted and under the influence
I get the feeling we as "Consumers" are addicted to this need to keep buying stuff that we really do not need or because we want to have the latest and greatest of a brand just because we can. Caught up an a never ending cycle that continues to draw us back in to the center. If you think about it we are so programmed and it feels a bit like a modern form of slavery. We either buy stuff the ends up in our next garage sale where we sell it for pennies on the dollar after the quick joy ride and impulsive enthusiasm dies. Who are the real profiteers in this game anyway? Ching, ching, ching... three jokers is not a win on this slot machine. How can we get away from the emotional impulsive response to this science and step back to a more practical and focused decision making process?
Program yourself with the right questions
I wonder what it will take to un program ourselves. How can we step back and ask the right questions as we make our future purchasing decisions. I tell my son of 5 yrs old as he is learning to navigate the world and make decisions with his piers that before he does something he should ask the right questions.
"Is something going to get broken?
Is someone going to get hurt?
Is it the right thing to do?"
Perhaps we can program ourselves to ask the right decisions about what we spend our money on.
"Do we need this?
Will it bring value to my life?
How will this impact the world around me?"
I am sure you could think of even more appropriate questions. If we can do this I think we can all prosper on so many levels. One we will only purchase what we actually need thus giving us more time and less stress in our lives. We also take away the power of the mighty marketing machine that acts like "The man behind the curtain" in the wizard of OZ. Pulling our fear and heart strings to milk us of our time and resources.
Don't listen to the snake oil salesman
So the next time you have a garage or yard sale think about the stuff you have and ask yourself if you asked the right questions when you first purchased this and did it really bring value to your quality of life and how did it affect the world around me? I am sure you will find that something in your collection of stuff that you just would have been better off without. Every little purchase made wrong keeps you from what may bring greater value to your happiness and life experience. Perhaps we need to get out of our easy going thought less sheepish behavior and step up to a thoughtful engagement in our decision making processes by putting more consideration on the big picture in our lives and the lives of others instead of just feeding "the machine."
Value Building to protect your time and resource investment
One of the things we take very serious at CNP Integrations is asking the right questions before we engage with a new or existing customer. Life is way to short to have our time and technologies shoved off to your next corporate garage sale. We want to make sure the right decisions are made and that you are purchasing the right tools for the specific needs of your team as it grows. We also want to make sure you are aligned with your priorities. One of the cool things about the tools in our CRBM Platform is they can do just about anything if you configure them correctly. This is however a double edged sword since this capability is like drugs to an addict or candy to a child and the many choices can distract you from your key objectives. The Value Builder Methodology developed by CNP Integrations is designed to help you get the greatest value out of your technology investments and to help you with establishing priorities so you do not spend your time or money on stuff that will not bring significant value to you and your organization.
More Information:
For more information about CNP Integrations' "Value Builder Program, Small business Success Program or Web Site Kick Start Program", visit our index page at http://www.cnpintegrations.com select the program you are interested and you can download information or request for us to contact you.
Social Networking and Green Technologies are much more than buzz words in the current blogosphere. They are a revolution and the wave of the future. You had better get on the wave and ride it with some skill or you will be left swimming with the sharks.
It is hard to go online, read a newspaper or magazine or watch any TV channel without getting blasted with terms that include "Green Technology" or "Social Network". They are the marketers' handles for holding on to the merry-go-round in the marketplace. Though we are just at the beginning of this "Green-Social" revolution and there is a lot of unknowns as to where this will all lead us, I do think overall this is causing a significant shift in public awareness. There are more folks in general paying attention to current affairs and real world issues that will affect them and generations in the future. I see little bad with this momentum since it should be a welcome change for people to start thinking ahead and with a more careful eye on the impact of the decisions they make in the short term. Perhaps this will lead to more careful planning or thoughtful execution of technology. Since we are in the middle of a technology revolution the idea of thinking ahead is very relevant.
As an example, in our household we made several decisions a couple years back related to lowering our carbon footprint as well as reducing our overall energy consumption. One of which was to get a hybrid car (we love our Prius) but lately we considering the purchase of a small truck so we can haul stuff and go back to having two vehicles. As we are reviewing the specs, the pros and cons, we are actually feeling a little guilty with getting this vehicle since the fuel efficiency is so poor in comparison and the need is just not that great. Getting over the hump at first to make the decision to "Go Green"was not so easy since we traded in two relatively new cars plus paid more money to get into our hybrid and the other changes we made in our home and offices were also at a big price tag. The reality for us though is now that we have made this lifestyle change, it feels great and costs us much less. It is "hard to go back" sort of speak and by beating the curve we have actually recouped the investments in a very short period of time.
Translating this into the world of doing business
The hardest part of any new technology deployment is to get started and to get over the first phase of planning and adoption. Once you get past this it only requires discipline to see real results. With the maturity of open source technologies, small businesses can now afford technology solutions such as Content Management Systems (CMS), Customer Relationship Management Systems (CRM), Enterprise Resource Planning (ERP) systems and Learning Management Systems (LMS) that will enable them to compete not only in a Global economy but against much larger enterprises. With powerful open source platforms such as Joomla CMS (with over 4600 extensions and counting) and blended commercial/open source solutions like info@hand CRM we now have a full life cycle transaction management capability with all of the ERP or LMS required for having superior business intelligence in real time. This technology in the hands of the right small business owners and if it is implemented effectively can revolutionize their capabilities and open many new doors of opportunity.
Join the conversation or you don't get invited to the party
With the wave of Social Networks and the trend of Social CRM the main point is to "listen to your customers or they will go somewhere else." Why? Because they can! One of the most important achievements in your marketing and general way of doing business will be to build customer loyalty since it one general rule of doing business is that it is much easier to get more business from your existing customers than it is to acquire new customers. Another key point is that with the explosion of Twitter you now have individuals with more power of "twitter influence" than major news networks. The groundswell of social technologies and the chatter in these communities are changing our culture forever. Just my opinion but overall the top down and territorial boundaries will change significantly in scope to a much more horizontal collaborative network as people become more aware and systems get more and more transparent. What does this mean? Well, it means that individuals will first have to take more responsibility and become more informed but with this they will ultimately have much more power and influence if the collaborate effectively.
Save money time and become more effective
With the whole shift in our economy with unemployment rising and the types of jobs in the marketplace changing as we adapt to the effects of globalization, I think we will see a boom in "micro-small businesses" and an awakening of self-motivated individuals working from home offices. Not only will this reduce fuel consumption with long commutes to and from work but it also can offer an additional slice of time in each day that can be used towards individual efficiency. This is going to mean that the companies that can adapt their business model and implement the technology infrastructures to accommodate a virtual office will have a significant advantage over those that do not. By the way, since this cuts back on energy consumption it is very much considered as adopting Green Technology.
Another key factor is that will save companies money is through developing quality training systems and managing business intelligence. The average employee stays with a company much less than ever before in history. With this constant turnover it is increasingly important to develop processes and systems that are less dependent on the individuals that are performing the particular roles. Having a solid technology platform and infrastructure in place will give your company the ability to remain resilient and keep track of knowledge assets. Essentially this can add up to significant savings in the amount of time and money required to retrain or move talent around to perform different roles within your organization.
Good news and the key to success
Well the good news is that every small business can afford to implement these types of tools now that were once only affordable by large enterprise organizations. The small business will have some home field advantages since they are more agile and can begin to transform their business models and adapt to the new world of social networks. The reality though is that all of your competition can also have access to the same process efficiencies and communities through clever technology adoption. So what will set you ahead is how effectively you can use and adopt technology in your organization and how well you can train and integrate your people with your technologies. It takes real effort and discipline to bridge this gap. It will also take some skill and creativity to ride the wave. The surf boards are now cheap but the skill to ride will determine your success.
Careful planning, creativity and strategy are the solution
CNP Integrations has developed a "Value Builder" methodology and service plan that can help you identify your priorities, define the correct technologies for deploying a Customer Relationship Business Management Platform to help your business bridge the gaps and allow you to get the very best value out of your technology investments. Think of the "Value Builder Program" as an incubator project for reinventing your business with better and smarter use of low cost of ownership web based virtual office tools. Whether you work with CNP or other vendors make sure you are focused on defining your priorities, identify your short term and long term technology needs and how you can use "Being Green" and "Social Networking" in your approach. If you do this you will connect to the pulse of your customers, participate in the "Grand" collaborative conversations and prosper both professionally as well as get the best value for the companies or businesses that employ you.
Internet provides powerful networking opportunities that allow users to effectively target their audience by logging on to social sites like LinkedIn, Digg and more . Take advantage of these tools by asserting your company's presence online and reaching more potential customers, business partners and employees.
Social-Media/Social-Bookmarking Sites
Share your favorite sites on the Web with potential clients and business partners by commenting on, uploading and ranking different newsworthy articles. You can also create a member profile that directs traffic back to your company's Web site.
Reddit: Upload stories and articles on reddit to drive traffic to your site or blog. Submit items often so that you'll gain a more loyal following and increase your presence on the site.
Digg : Digg has a huge following online because of its optimum usability. Visitors can submit and browse articles in categories like technology, business, entertainment, sports and more.
Del.icio.us: Social bookmark your way to better business with sites like del.icio.us, which invite users to organize and publicize interesting items through tagging and networking.
StumbleUpon: You'll open your online presence up to a whole new audience just by adding the StumbleUpon toolbar to your browser and "channel surf[ing] the Web. You'll "connect with friends and share your discoveries," as well as "meet people that have similar interests."
Technorati: If you want to increase your blog's readership, consider registering it with Technorati, a network of blogs and writers that lists top stories in categories like Business, Entertainment and Technology.
Ning: After hanging around the same social networks for a while, you may feel inspired to create your own, where you can bring together clients, vendors, customers and co-workers in a confidential, secure corner of the Web. Ning lets users design free social networks that they can share with anyone.
Squidoo: According to Squidoo, "everyone's an expert on something. Share your knowledge!" Share your industry's secrets by answering questions and designing a profile page to help other members.
Furl: Make Furl "your personal Web file" by bookmarking great sites and sharing them with other users by recommending links, commenting on articles and utilizing other fantastic features.
Tubearoo: This video network works like other social-bookmarking sites, except that it focuses on uploaded videos. Businesses can create and upload tutorials, commentaries and interviews with industry insiders to promote their own services.
WikiHow: Create a how-to guide or tutorial on wikiHow to share your company's services with the public for free.
YouTube: From the fashion industry to Capitol Hill, everyone has a video floating around on YouTube. Shoot a behind-the-scenes video from your company's latest commercial or event to give customers and clients an idea of what you do each day.
Ma.gnolia: Share your favorite sites with friends, colleagues and clients by organizing your bookmarks with Ma.gnolia. Clients will appreciate both your Internet-savviness and your ability to stay current and organized.
Professional-Networking Sites
Sign up with these online networking communities as a company or as an individual to take advantage of recruiting opportunities, cross-promotional events and more.
LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.
Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits.
Focus: Focus is a business destination where business professionals can help each other with their purchase and other business decisions by accessing research and peer expertise. Most importantly, Focus provides open, quality information for all businesses that is freely available, easily accessible, and community powered.
YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.
Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a professional context [and] open up new sales channels."
Facebook: Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.
Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a difference." If your business is making efforts to go green, let others know by becoming a presence on this site.
Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.
MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-face.
Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more.
Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your company's presence online and further your own personal career.
Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.
NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more.
Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.
Niche Social-Media Sites
Consider linking up with one of these social-media sites to narrow down your business's target audience. You'll find other professionals, enthusiasts and consumers who are most likely already interested in what your company has to offer.
Pixel Groovy: Web workers will love Pixel Groovy, an open-source site that lets members submit and rate tutorials for Web 2.0, email and online-marketing issues.
Mixx: Mixx prides itself on being "your link to the Web content that really matters." Submit and rate stories, photos and news to drive traffic to your own site. You'll also meet others with similar interests.
Tweako: Gadget-minded computer geeks can network with each other on Tweako, a site that promotes information sharing for the technologically savvy.
Small Business Brief: When members post entrepreneur-related articles, a photo and a link to their profile appear, gaining you valuable exposure and legitimacy online.
Sphinn: Sphinn is an online forum and networking site for the Internet marketing crowd. Upload articles and guides from your blog to create interest in your own company or connect with other professionals for form new contacts.
BuzzFlash.net: This one-stop news resource is great for businesses that want to contribute articles on a variety of subjects, from the environment to politics to health.
HubSpot: HubSpot is another news site aimed at connecting business professionals.
SEO TAGG: Stay on top of news from the Web marketing and SEO (search-engine optimization) industries by becoming an active member of this online community.
General Social-Media Sites
The following social-media sites provide excellent opportunities for businesses to advertise; promote specials, events or services; and feature published, knowledgeable employees.
Wikipedia: Besides creating your own business reference page on Wikipedia, you can connect with other users on Wikipedia's Community Portal and at the village pump, where you'll find conscientious professionals enthusiastic about news, business, research and more.
Newsvine: Feature top employees by uploading their articles, studies or other news-related items to this site. A free account will also get you your own column and access to the Newsvine community.
43 Things: This site bills itself as "the world's most popular online goal setting community." By publicizing your company's goals and ambitions, you'll gain a following of customers, investors and promoters who cheer you on as you achieve success.
Wetpaint: If you're tired of blogs and generic Web sites, create your own wiki with Wetpaint to reach your audience and increase your company's presence online. You can easily organize articles, contact information, photos and other information to promote your business.
Twitter: Is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
Yahoo! Answers: Start fielding Yahoo! users' questions with this social-media Q&A service. Search for questions in your particular areas of expertise by clicking categories like Business & Finance, Health, News & Events and more. If you continue to dole out useful advice and link your answer to your company's Web page, you'll quickly gain a new following of curious customers.
Job Sites
If you want to secure high-quality talent during your company's next hiring spree, you'll need to maintain a strong presence on popular job sites like the ones listed below.
CareerBuilder: Reach millions of candidates by posting jobs on this must-visit site.
The Wall Street Journal's CareerJournal: The Wall Street Journal's CareerJournal attracts well-educated professionals who are at the top of their game. Post a job or search résumés here.
CollegeRecruiter.com: If your firm wants to hire promising entry-level employees, check CollegeRecuriter.com for candidates with college degrees.
Monster: Post often to separate your business from all the other big companies that use this site to advertise job openings.
Sologig: Top freelancers and contractors post résumés and look for work on this popular site.
AllFreelance.com: This site "offers self-employed small business owners links to freelance & work at home job boards, self-promotion tips" and more.
Freelance Switch Job Listings: Freelance Switch is the freelancer's online mecca and boasts articles, resource toolboxes, valuable tips and a job board.
GoFreelance: Employers looking to boost their vendor base should check GoFreelance for professionals in the writing, design, editing and Web industries.
Yahoo! Hot Jobs: This site is often one of the first places that job seekers visit. Post open opportunities and check out informative articles and guides to gain insight on the hiring and interviewing process.
Guru.com: Build your company's repertoire with top freelancing professionals by advertising projects on this site, otherwise known as "the world's largest online service marketplace."
The original source of this article is InsideCRM.com, part of the Focus network of sites. I was in the middle of compiling my own and stumbled upon this great list. We hope you find it useful.
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