I read a very interesting post on the Wikinomics blog today called “A future vision of CRM”
I’ve heard the argument that traditional CRM “is dead,” but this is far from the truth. In fact, as Brian notes, Social CRM does not replace transactional CRM systems, rather it augments them. What CRM is in desperate need of is new data sources and tools that help integrate and analyze this data. The future vision of CRM also requires that companies get involved in new channels and cede a certain amount of control to the customer – it’s less about management and more about engagement.
and left a comment I hope you find interesting:
One of the challenges for Social Media channels and CRM integration, is the fact that they “speak” different languages – SM is mostly communicates in unstructured text, while CRM is using formalized data structures.
There is a potential for tremendous benefits and cost savings for Marketing, but scalability, transformation of data into knowledge, and new processes for translating this knowledge into measurable actions, still need to take place.
Your examples of corporations adopting SM channels, while sexy and newsworthy, may prove to be uneconomical in the long run as a Customer Service operation mechanism, unless the automation of these processes and work-flows, can be automated.
Let me know if you agree.