Growing Into Social CRM

During my childhood days, whenever I used to receive gifts from my family relations, one thing would always confound me, Volume of oversized clothing that I received from aunts, grandparents and family friends was really surprising. This usually left me with two conclusions, either my relatives were not paying attention or they overrated my physical appearance in a way that reflected my personality. However, eventually I actually grew into those clothes. Social CRM is like those gifts for most of the businesses. It may not fit immediately, but given time and the evolution of business, we are likely to grow into it.

Social CRM Fact

In general, CRM arrives via the sales team and then spreads its influence into marketing. This is a natural fit CRM. And then, as the businesses grow, data captured in CRM systems is seen as a valuable source by people serving different roles.

But when we talk about CRM failure, we consider force fit situations, where CRM application is just brought in and the workers and various departments are not ready to use it. And because the adoption rate is really bad, the entire endeavor receives a black mark. However, in reality CRM could have been a success. This is how CRM goes, but the growth is not driven by business issues alone.

Other Scenario

Social networking has been instilled into private lives of people and now they are enthusiastic to bring the ease of communication into their workplace. This clearly means that most of the organizations already have the willingness to accept and take on Social CRM. For some staff members, age barrier and change management may be a big concern because there is still little lack of understanding the fact “what does SOCIAL mean?” and how it can facilitate in enhancing customer relationships.

We never get our kid track spikes for a race before he is actually able to walk on his own. And same goes for Social CRM. So, it is always better to have the feet under you with a good CRM groundwork before you actually get on board with a full-blown social CRM initiative.

Charu Mehta

CRM Consultant, CRMIT

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s