Social CRM: Shifting power and rapid burn

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Something is beginning to concern me...

Michael,

Good writing and great article. However, you are bringing a point that has began to bother met about this whole SCRM thing.

We are beginning to talk about how it works when you complain online, show case studies of how companies are handling complaints faster with SM, etc.

However, I have not seen yet a single case study about orgs using SM to improve their products and services, to target their customers better, to make better outreach and marketing, etc. If it is only about handling complains then we are back when we were 4-6 years ago as far as feedback - but with a new, shiny tool (SM channels) and still have no clue as to what to do with customer feedback.

This goes from being a revolution to being another slow, useless evolution. We don't need evolutions for this and we are missing the opportunity to make change matter.

Look, here is the skinny on feedback. It matters and it does help organizations grow and become better. we need to use it not as a source of complains, but as a source of customer feedback. Scary to have to listen to customers and do what they say, but as someone who has been advocating and doing it for a long time - it is a great thing.

Besides, if the change in customer-company relationships is changing as we expect, better get on board now. Before your customers decide you are late to the party and leave you behind... trust me, it happens.

Posted by: Esteban.Kolsky   Posted on: 08/19/09 You are currently: a Guest | Members login | Terms of Use

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