When social media is fully adopted and internalized, it will become simply "media," social CRM will become simply "CRM," much like e-business and e-commerce are now simply "commerce" and "business."
2011 is sure going to be an exciting year for all of us!
Great post Neil! Tough challenges indeed. One other huge problem that every business faces is data fragmentation.
Social media makes it much worse. It used to be email that was a huge distraction and generated an enormous amount of work. Now you have 3-4 social media sites that you regularly use, in addition to email accounts, calendars, CRM, chats, IMs etc. So your customer data and conversation are spread across dozen different platforms and browser windows.
Unless the data fragmentation problem is solved, social CRM will remain a futile effort. So I'd add to your list a social CRM challenge number 6:
Find and use proper tools
Could be a good idea for a follow up article BTW.
As an aside, here's a fantastic advice from Jacob Morgan on how to evaluate risks associated with social CRM implementation.
My answers
When social media is fully adopted and internalized, it will become simply "media," social CRM will become simply "CRM," much like e-business and e-commerce are now simply "commerce" and "business."
2011 is sure going to be an exciting year for all of us!
Great post Neil! Tough challenges indeed. One other huge problem that every business faces is data fragmentation.
Social media makes it much worse. It used to be email that was a huge distraction and generated an enormous amount of work. Now you have 3-4 social media sites that you regularly use, in addition to email accounts, calendars, CRM, chats, IMs etc. So your customer data and conversation are spread across dozen different platforms and browser windows.
Unless the data fragmentation problem is solved, social CRM will remain a futile effort. So I'd add to your list a social CRM challenge number 6:
Find and use proper tools
Could be a good idea for a follow up article BTW.
As an aside, here's a fantastic advice from Jacob Morgan on how to evaluate risks associated with social CRM implementation.
Keep up the good work!
Dmitri Eroshenko
Founder and CEO, Relenta