Jul 29 Posted 5 years ago interesting article and comments.
my views are not too dissimilar from Graham's comments (2nd response in
SCRM uses social technology to enable businesses reach out to customers. so what exactly has changed?
customers were still talking to one another and influencing one another's purchasing decisions (through user groups or otherwise) and/or business behaviour before the advent of social technology. the arrival of social technology has lubricated this process and has had a multiplier effect on consumers' ability to change business behaviour. all that social technology has done is to aggregate consumer behaviour and empowered consumers to have a two way dialogue with businesses (if said businesses engaged in it).
that doesnt mean i think SCRM is irrelevant ( i think the label is, but its here to stay). businesses (some of them) now have to be more responsive towards aggregate behaviour. business has also got yet another tool from which to extract behavioural data and then strategize and deliver.
there seems to be an underlying message in most blogs/posts on SCRM, that with the advent of social technology, the consumer is king and has extraordinary power over business. I disagree with such notions. If anything, social technology has made irrelevant the individual consumer because of its aggregating nature
I agree with Kathy that customer servive exists not just to remedy a failed expectation. Customer service also exists to re-inforce a positve message, a perpetuation of a desired brand experience. No customer service is not a state to achieve for business.
and lastly for me atleast, SCRM = old wine but in a user friendly bottle.
Jul 28 Posted 5 years ago These are some great comments and all are valid.
Prem. I love your comment about wanting customer service to go away. Unfortunately there will always be customers with whom our brand does not quiet deliver or whom something goes wrong. There will always be a need to support your customers before, during and after their purchase.
I agree that Social CRM is a subset of CRM.Kathy make s a great point "Customer Service plays as much role in customer nurturing and retention as sales and marketing or account management activities."
Is Customer Service and Social CRM the NEW Marketing?
Jul 28 Posted 5 years ago Good post Justin. Guess our thoughts would differ only wrt the differences you put forth - not with what is customer service's place in the universe, but the way you place it in relation to CRM & social CRM.
For me customer service is one of the functions under the purview of CRM, others being sales & marketing. CRM is the common superset that was supposed to breakdown the silos, but failed, for most who tried.
Social CRM is again only a superset of traditional CRM, not a replacement or add-on. Thus customer service is again integral to social CRM too, as it is for traditional CRM.Social CRM is the way businesses use social media & social networks (social technologies if you will) to respond to the control that the customers now wield over the conversations.
In an ideal world one would not require customer service, since that function exists primarily to address the failed brand promises or mismatched customer expectations & business offerings.But as long as businesses do not match their offerings to customers job needs &/or deliver on their brand promises, there will be need for customer service. I do not see it going away anytime soon, though I would like it to go away ASAP.
Social media is a channel for communicating with the customers & if it is used to provide customer service, for me, that is part of social CRM functions.You would want to look at the definition of social CRM as is getting accepted by the industry out here - http://bit.ly/mYsc5 & here - http://bit.ly/EEISS
Finally, please do join us on the #scrm channel on Twitter to further discuss about social CRM. :)Regards,
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