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

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