Social CRM – Hype, Hurt or Help?

In life we encounter many “hype, hurt or help” suggestions that can ultimately confuse the heck out of us!  A short list of things that come to mind are exercise, diets, vitamins, the internet, facebook, antibiotics, family, technology in general and yes Social CRM

Just a small set of examples were the word hype, hurt or help all can apply based on the way you incorporate each one into your personal or business lives.  During this week’s blog I would like to spend some time reviewing the hype, help and hurt aspects of Social CRM because I see many of my customers confused by all of the hype and solutions offered.

The hype of Social CRM.  I would say 100% of the top CRM vendors have some claim of integration or offering to this fast moving target?  Of course why not with the speed at which the social media revolution has taken off.  The question you have to ask your self is how applicable are the features offered when looking at your front line sellers, service teams and marketing staff?  I am not convinced the average sales, service or market staff have the time to dig in and understand and use all the social CRM features being tossed around.  The space of social CRM is in its infancy and lacks clear definition but I do believe in time all organization will need to embrace the hype and get on the bus in order to stay competitive. 

The hurt of Social CRM.  The number one hurt is the confusion which exists in the marketplace around the topic.  To many CRM vendors are tossing the social CRM message around but the solutions delivered only offer a subset of the social aspect.  My recommendation to customers is to define a clear playbook on what areas of social CRM you are trying to address with three specific areas of interest to focus on which are:

The help of Social CRM.  There are a number of really good examples of how a company can benefit from Social CRM.  One of my favorite today is a technology set delivered as an add-on to most CRM vendors called InsideView.  This falls into the first category identified in the hurt section around external social channels and does a great job of delivering relevant business & social insights about prospects & customers directly inside your CRM platformAs a sales profession I see this as a true CRM system giveback.

I believe that if your organization defines a clear playbook for Social CRM and keeps productivity a priority for your sales, marketing and service staff experiences, you will be able to leverage and embrace the social revolution.  I would love to get your personal feedback on the hype, hurt and help aspects of Social CRM.

– Tracy

Featured picture courtesy of Mark Smallwood

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