COMMON VALUES ARE KEY TO SOCIAL CRM

Posted on | July 20, 2010 |

One of the early adopters who mapped out the CRM space Paul Greenberg (follow him on Twitter @pgreenbe) gives a good overview of what’s happening in the Social CRM space. He points out the two converging forces ’social’ and ‘CRM’ spaces that are coming together, yet the third force, ‘companies’ themselves aren’t yet ready for the internal changes that are coming.

He raises a good point that social media empowers everyone in the organization to now have a customer touchpoint in this flattening tools. Yet this means that customers will need a consistent experience regardless of who they talk to in sales, marketing, support, or in-person.

As a result, this is creating some unique cultural changes inside of companies, companies with many silos will start to have to come together to provide those consistent experiences. This requires that an organization be clear about their inherent VALUES and how these VALUES manifest in customer deliverables and customer conversations. What is your organization doing to bring the ’social’ and ‘CRM’ spaces together?