No, I won’t claim Social CRM is dead, to the contrary. It just isn’t growing up fast enough to really have a business impact. This is more likely due to the slow pace at which companies are responding to changing market environments than it is due to the advancement of technology…
There are a few observations I would like to share with you. Observations I see as hindering us in the advancement of service being practiced as the dominant logic, Social CRM as the supporting strategy and Customer engagement as it’s underlying tactic.
Mono-channel focus The current logic of many companies is that investments should flow to mobile and social channels, because this is where, and how, the Customer “hangs out”.. They seem to be forgetting that way too many Customers continue to fail doing what they need to do at the “traditional“ touch-points like the Call Center or the company’s web-site.
Adopting a Social CRM strategy is NOT about trying to get a spot inside the Customer’s circles and at the same time letting them wait in the cold after knocking on your touch-points door!
Lack of accountability Social CRM or engagement initiatives are currently supported by good-will mostly. All energy is directed to getting social working, without a clear view on what types of value it should generate for companies. Most are on the train, or almost ready to jump on it, few know where it’s heading. If we are not tying Customer engagement tactics to Customer engagement value, your social initiatives will not outlive the next crisis.
Analyst paralysis On top of all of the above, analyst firms, like Gartner, continue to publish quadrants and posts that make no sense and by doing so confusing companies even more. (You should read Paul Greenberg’s post on this topic! He’s spot on.)
Catching the wave The root cause, if you ask me, is that many just consider this to be a wave that they need to catch long enough to jump the next one.. To me it looks like this wave is heading towards the doldrums, if it hasn’t arrived there already. And if you do not have a strategy to navigate those, you should not expect to get out of there anytime soon!
I offer (and seek!) fresh perspectives on Marketing Strategy and Customer Experience Leadership. Perspectives based on 15+ years experience in (leading) Customer Service and Marketing projects & departments. Currently responsible for Customer Analytics, Customer Experience & Brand Management at a Dutch Financial (B2C Banking & Insurance). For more information visit Wim Rampen's blog.
[Recorded Sept 26] Traditional Voice of Customer surveys have a blind spot to real-time feedback on social media and call center interactions. Learn how progressive companies are mining Big Data to improve the customer experience, reduce churn and even boost agent selling.