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How important is CRM 2.0 (the use of social media, etc.) really, considering that most companies don’t yet have a handle on the basics of “CRM 1.0?”
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3 Answers
Web 2.0 technologies are VERY important in my opinion. These technologies are the medium of choice for the consumers and workers of tomorrow (and today for that matter)! Further, just because you don't have a presence in the web 2.0 sphere does NOT mean you're not being represented there - it just means that you're not controlling the message.
I am integrating Twitter, Facebook, LinkedIn, Focus, etc. into our strategy for communicating with our VAR's and it's had great impact even in the short time we've had the program in place.
Remember: "Control your own destiny or someone else will." ~ Jack Welch, former CEO of GE
Depending on how CRM 1.0 and 2.0 are defined, CRM 2.0 may actually improve customer service and support. As I understand it, 2.0 often implies a highly interactive online activity as opposed to static information being served with no way to respond.
The interactivity should allow the customer relationship to more easily form and allow the company a better and more real time chance to address customer questions and concerns rather than throwing stuff out there to see if it sticks.
The basics of 1.0 and 2.0 are essentially the same. It is just hoped that 2.0 will provide a better way to offer the CRM experience due to increased interactivity.
CRM 2.0 is also called Social CRM (SCRM for short); in order to describe the marriage of social media with CRM.
Conceptually excellent; but here's the rub:
- carrying on an intelligent conversation implies at least 2 persons; 1 from your side.
- what if you want to carry on hundreds, thousands or even millions of "conversations"? How many intelligent, empowered employees will you need to carry on these conversations? Cost? Practicality?
- Monitoring what the customers are saying about you is one thing; even that is not easy and will require some fairly advanced and expensive technology. That apart, just evesdropping on conversations on and across multiple social media platforms is not good enough; taking actions at an individual level, logging them, monitoring and tracking progress.. all that is needed if you want to drive SCRM/ CRM 2.0 system design/ implementation/ adoption.
You might want to follow the last 5 posts on my blog (they are all on CRM/ CRM 2.0). Here's one which is directly to the question:
http://marketingdunia.wordpress.com/2009/06/30/crm-2-0/
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