John Moore’s definition of Social CRM

Since my disagreement with the complete definition of Social CRM, the one that Paul Greenberg put forth, has caused controversy with many of my peers, let me take a minute to clarify.  First off, Paul Greenberg is a genius, a legend, and knows more about CRM in its entirety than I would ever claim to know.  Paul  offers us this simple definition:

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

My only change, my only tweak, is to state the following:

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s joint ownership of the conversation”

The company AND THE customer have a relationship.  Just as a great marriage is not owned by only one party, a great business relationship is not either.

John

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Filed under: CRM Thoughts, Social Strategies Tagged: CRM, Social CRM, Social Strategies
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