We’ve talked about a lot of topics around the Social CRM and Enterprise 2.0 space and I think it’s about time we get a bit deeper into both of these areas and explore how they fit together. I get a bit frustrated when I hear people talking about SCRM and E2.0 from the same high level point of view all the time (I’m also guilty of this). So, what I want to do moving forward is really push the envelope. I’m not saying I’m going to be right or wrong but I am hoping that what I write and talk about will make you think differently about both E2.0 and SCRM. Let’s take a look at some of the important and interesting things we’ve covered so far and then build some sort of a future roadmap for what we should cover in the future.
Here’s what we covered so far:
Enterprise 2.0
- We put together our ammunition for the E2.0 space with a collection of over 50+ Enterprise 2.0 examples and case studies [1] to help justify the need for these initiatives.
- We explored the experience continuum [2] which Esteban created and looked at how E2.0 and SCRM could fit together from a high level.
- We examined the state of Enterprise 2.0 Adoption. [3]
- We looked how collaboration impacts business performance [4] across the enterprise (we actually looked at two reports that were created, here is the second report on how collaboration impacts business performance [5]).
Social CRM
- We took a look at what Social CRM is [6] from a high level
- We explored the differences between Social CRM, Enterprise 2.0, Social Business, and Social Media [7]
- We looked at where the real value from Social CRM [8] comes from
- We played around with the idea of social service level agreements [9]
- We put together an idea for what a Social CRM process [10] could look like
- We discussed the current state of what companies are doing around Social CRM [11] and what still needs to be done with Social CRM [12]
Based on the above I would say that we have a pretty good foundation or at least a starting point of how to approach and look at both Enterprise 2.0 and Social CRM, right? Here are some complex and challenging topics that I want to start looking at in the future and if you have something to add to the list please do so in the comments below (on a side note I welcome guest posts if you can speak to a particular area of SCRM or E2.0).
Some things we need to work on (I know there is a lot but I only included some here)
- Breaking down CRM which is necessary in order to understand SCRM. Understanding CRM will help us understand that SCRM is about far more than social media.
- Taking a look at actual use cases and examples of what SCRM looks like and how it integrates with E2.0. For example. I as a customer have feedback to give to a large brand (or need an issue to get solved). How does SCRM fit in here? How does the feedback get received from the customer, acted upon, and then disseminated back to the customer and the community? I’m talking about granular stuff so we can really see how this works.
- Exploring some actual SCRM case studies, similar to the E2.0 case studies that I have been putting together but I want to do these around SCRM (also doing more on E2.0).
- Understanding how SCRM is impacting and changing the various departments and roles within an organization, such as PR, community management, sales, and marketing.
- Developing more models and frameworks around both SCRM and E2.0 to show visually what the process and/or workflow can look like.
- For SCRM I am currently working on a process/mode for B2B vs B2C vs Reactive vs Proactive (as many of you requested with the SCRM Process diagram).
- Perhaps taking a look at some products/vendors in both the SCRM and E2.0 space and evaluating them (if you are interested in that)
- Highlighting and conducting research around both E2.0 and SCRM to give us a better idea about what’s going on.
- Dealing with real world enterprise challenges around both E2.0 and SCRM such as budget, data, security, fear, and corporate culture.
- Looking at the operational sides of both E2.0 and SCRM.
Yes, there will still be some high-level posts because I’m not machine and I don’t know the answers to everything, that’s Esteban’s [13] job! It obviously takes time to think through these things. However, I’m always up for a challenge and at this point in the game I’m not worried about being wrong as long as I can help people think differently. So what do you think? I know it’s a pretty daunting tasks but I think with your help and feedback we can make it happen. I’m also inviting anyone who wants to guest post about any of the above topics (or other more in depth topics on SCRM or E2.0) to do so.
Did we do a good job of covering the bases for E2.0 and SCRM? Are we ready to try to move things to the next level and talk about more in depth issues?