Master Interviews: Frank Eliason @ ComcastCares

I have six very interesting interviews that I conducted over the past two weeks that I’d like to share with you.

When I first started this project I wanted to ask different people the same questions, so we could compare how different backgrounds view the challenges we have ahead for SCRM and the progress of communities.  Alas, all the answers were similar.  I did not want to bore you, so I changed the questions for each subject to reflect their particular situation – trying to reflect the SCRM flavor in them.

I asked Frank Eliason (@ComcastCares) about the internal approval process and the justification for deploying Twitter for Customer Service, initial reactions from customers, and impact to the organization of taking on this project:

1. Frank, you are one of pioneers of Social CRM deployments. Comcast has been using Twitter for Customer Service longer than just about anyone else – and with great success. You have a large team, for such a young technology, working on this and have presented mostly everywhere on the topic. How did Comcast start on Social CRM?

Thank you, but in my opinion a lot of what we accomplished is Customer Service 101. If you see a Customer in need, no matter where they are, don’t you want to help? Social media is just an easy way to listen to your Customers. For us it started slowly. I joined Comcast September, 2007. We reached out to a blogger on my 4th day. Back then we called instead of writing. After that day, we did when we had time, using simple tools like Google Blogsearch. Customers loved it, so we did more when we could. In December, 2007 I was asked why we were not writing out on the net (all the early outreach was via phone). After that we started to post to blogs. Customers loved it. So in February, 2008 I was asked to make this my job and hire a few people. My responsibilities would be blogs and forums throughout the internet, as well as our own help forums. One of the first things I did was start a daily newsletter to share the story. A leader from our Southwest region, Scott Westerman, wrote to me to say I love what you are doing, you should check out this placed called Twitter. So we started watching Twitter. Early in the process we reached out to a few people via phone, and then eventually I started to Tweet under the ComcastCares name on Twitter. That is, and has always been my account. My team members have their own account.

2. How do you measure success, both internally and externally, for this initiative? Did you need an ROI to get it approved? Did you meet the expectations of the ROI?

The ROI conversation cracks me up, as I hear it all the time. I wonder if other parts of an organization such as public relations or Customer Service had as many people question ROI as social media does. There are many way to measure it, such as amount of Customer helped on a given day, of course this misses the broader ways you may help on a day, such as broadcasting a message. Sometimes those, thanks to retweets, can hit millions of people in a matter of seconds. You can also measure sentiment and changes over time. I have been successful in both of these. Of course this is not the way Comcast measures success. We are striving to improve the overall experience. One of the best ways you can do that is through the Customer story. This is a great space for that. From there you can implement a great deal of changes in many areas of the company that improve the experience for all our valued Customers.

3. Projects with this large impact tend to have repercussions internally, were there lots of changes necessary within the organization to be able to do this?

Personally, I think we were already in the process of changing to be a much more open company. We were also already hard at work improving the Customer experience. That work will be a never ending process, but we are pleased to see movement in the right direction. You may be interested in this response from Steve Burke, COO of Comcast during an interview by Tech Flash, March, 2009.

What have you learned from using Twitter and other social media tools to respond to customer complaints?

“It is an interesting question. We have 24 million customers, and even when you do things right 99.9 percent of the time, when you have 24 million customers, you get a lot of phone calls and lot of repair issues and things you need to do. One of the things we noticed was these social media sites like Twitter were places where people would go and they would tell their friends what they thought was good or bad about a particular company.

So, we hired a group of people who do nothing all day long but go into blogs. And their primary mission is to go in and figure out if someone is unhappy with their service and if there is anything we can do to fix it and rectify the problems. We’ve been doing it now about 18 months and it has been fantastic.”

On lessons from that:

“When you contact somebody and you admit that you made a mistake and then you fix the mistake, they become some of your biggest supporters. We took the lead and we are ahead of a lot of companies in America doing it…. I think it is a fact that that’s the way that people are communicating now, and I think if you want to serve your customers you have to go to where they are.”

“I think cable companies traditionally have gotten a wrap — and some of its justified — for doing what they do one-sized-fits-all and not being responsive to customers about complaints. And we have never liked to think of ourselves that way, but the fact of the matter is at times we are that way. This is a way to really connect one-on-one with people in a really intimate way. So, it has been a big success.”

4. What was the initial reception from customers – way back at the beginning – of getting service via Twitter? How about now?

I have read stories where the writer believed that Customer would be shocked by it in a big brother kind of way. I can say that is false. People blog for a reason: to be heard. They love to know when someone is listening to them

5. How do you see the future for Twitter and Social CRM in Customer Service? How about with Comcast?

I think you will continue to see more companies explore social media spaces for help, and to find ways they can better help Customers through other channels using information in these spaces. You like that confusing answer? I think social media has a lot of great information and companies will harness it and using it to help others.

Stats and Case Studies for Communities from Lithium

Disclosure: I don’t have any relationship with Lithium other than I like their product and how they are taking it to market.  This is not a sponsored post and this information is from my notes and not from Lithium.

If you don’t know Lithium, they are one of the market leaders in the Community space, and have a tremendous momentum right now (81% growth first half of this year).

The presentation had two parts, first was marketing – feel free to go to their web site and look at their video if you want more information on their product.  That is the same video that played at the show.

The second part was a set of slides that contained stats and case studies.  This is the summary:

  • 66% of Internet users participate in communities
  • 96% of Generation Y users are in at least one social network (most tend to be in 2 or more)
  • 58% of Baby Boomers are in Facebook
  • When searching for the top 20 brands in the world, whether in Google or any other search engine, 25% of the results generated are user-created content from communities (yes, blogs are communities)
  • The number of people that dissatisfied users communicate with in this new world has increased by a magnitude of 100
  • The cost of a lost customer is between $50,000.00 and $500,000.00, per executives of different companies interviewed.

Further, a PwC study confirmed that CEO from the Global 2000 organizations are increasingly worried about how to handle communities – it has already reached the executive level.

Finally, three case studies they shared with us with results:

  • Sage, a software vendor, deployed a community for their users and prospects to contribute ideas on how to innovate their products.  They were able to track an increase in participation on their Beta program (resulting in better, more stable, more reliable software being shipped) of almost 300%,  Users felt they own the product and wanted to make sure it represented their quality.
  • FICO created a community for financial matters (Fair Isaac Corporation – FICO – were the originators of the credit score and still one of the largest provider of data related to credit).  In spite of the sensitivity of the data (users are encouraged constantly to not share critical data), they grew into a vibrant and ever-growing community.  From the results they tracked, FICO was able to increase their sales 41% year-over-year after deploying the community.
  • Linksys, a unit of Cisco, launched a community for user-generated support.  SuperUsers and other customers contribute their time to the community to help answer questions.  Linksys was able to disconnect email support (a constant source of complaints and headaches), deflect 1.4 million calls. and save over $100 million dollars in support costs year-over-year.

You have probably also read Natalie Petohouff’s case studies (her blog has them) with similar results and more details.  This is a very important thing as we move to increase adoption of Communities by organizations as it allow us to prepare detailed ROI models that are necessary to make the move to mainstream (OK, I will say it this time and never again – to cross the chasm – there).

What I Liked, Loved, and Gotta Have Right Now from CRMe09

With my apologies to Cold Stone for stealing their slogan.

When I first went to the show, based on previous experiences, I was ready to post 2-3 articles on the sessions that were not so bad. In years past the show was poorly done. They had outdated content, poor (and few) speakers, and the quality was below par.  Sure, you can say that my impression was biased since I had come from Gartner – but I talked to people at the shows and they had shared the same ideas.

What a difference a year (and a new chairman) makes.  Paul Greenberg took over the chairmanship of the show and what had been bad became a very interesting show.  I will not only applaud Paul for his great job, but also the people from CRM Magazine for embracing dramatic change.  Bravo.

I won’t be able to post an article for each session I liked because they were too many.  So I am going to try to summarize here the top take-aways from the show (and two dislikes at the end).

What I Liked

Attendance – Paul still has it.  In spite of reduced attendance at virtually every show in the country (and many cancellations) in the last few months, people were there.  And not just vendors, which made up most of the audience before, but end-users, consultants, and vendors.

Conversations – The Social Media bug is migrating to conferences.  The presentations were great, but also open.  Audience chimed in when they thought they had something to add and it was welcome.  Speakers made sure they spent time doing Q&A. The conversations continued after the session with valuable comments.

Diversity – Even though there was focus on Social CRM, it was not all.  There were some great panels and presentations on other things.  Ray Wang (by the time you read this you will already know he joined the Altimeter Group) presented on the use of data not only in CRM but across the enterprise.  Michael Thomas presented on how to do Marketing well, Jesus Hoyos talked about CRM in Latin America, Mike Krigsman discussed his research on failure, and many others.  It is great to see that CRM continues to be more than just the soon-to-be-passe-SCRM (sorry, could not help it).

What I Loved

Paul Greenberg – Paul, great as usual, is always pushing the discussion forward.  You probably saw my previous post on his keynote, where he introduced the concept of “Generation C” and started to talk about Emotions.  Very well done, and an easy going presentation with lots of interesting tidbits.

Jesus Hoyos – I had known about Jesus for some time through the web and tweeting.  I finally got to see him present.  The energy, enthusiasm, and knowledge is incredible.  The technologies and products we create are not very well used here, we all know that.  Down there, they extract every last bit of their applications, and put our implementations to shame.  He posted in Paul’s blog a few months ago, and has his own microblog with the slides from the session – well worth the read.

Lithium – I mentioned before that I liked what they are doing for external communities.  Sanjay Dholakia, their CMO, presented at one of the vendor sessions.  If you’ve ever been to one they tend to be heavy on marketing and light on content.  This session was different.  Sure, we saw the 2-3 minute marketing video about Lithium.  But he also provided some great case studies and statistics about communities that I have to post it on its own.  Look for the short post tomorrow.

CRM Playaz -If you enjoy the show on the web, you have to see it live.  The energy and dynamics are the same live as they are online.  Just two guys having fun, talking about CRM and implications, and smacking down CEOs.

Faces -It was great to put faces to Twitter avatars and names.  Too many to mention (if you follow the #SCRM tag in twitter, you know who these people are), but great meeting all of you and looking forward to the next time.  We will have to figure out how to bring Prem next time.

United Airlines – I tweeted this before, but it was officially confirmed at the conference that United should have never broken that guitar.  Just about everyone used the example in their presentations on why being social matters.  I am not sure when this meme will die, but I can guarantee that United would gladly pay any sum for the next guitar their baggage handlers break.

What I Gotta Have Now

SimplyBox – From the many things I learned there was one product that I cannot say enough about.  Smart, well done, fast, and right to the point.  Great idea, very good technology, and good momentum in only a few months. Go to their web site and watch the video and imagine the possibilities.  A well done example of what CRM + Web 2.0 + Enterprise 2.0 can accomplish.

Dislikes

Internet Access – Did we somehow go back to 1996 and dial-up?  The wireless connections, when available, were deplorable.  I understand that the hotel provided them but this is something that must be worked out for next time.  I ended up using (and sharing) myMiFi most the show.  In the era of social media and sharing not having connectivity is not a good thing.

Trade Show – I went to the trade show three times.  I had been there before as an exhibitor and the situation was the same.  The FREE exposition only have to go. I had several conversations stopped to attend to a person asking for more tchotchkes, candy, or t-shirts. If vendors stop coming, the show is not the same.

Paul Greenberg at CRMe09: It's About The Social-Emotional Customer

I attended the opening Keynote this morning with Paul Greenberg at CRM Evolution 2009.  There were some very interesting things that Paul discussed that I want to share with you and elaborate on.

First the summary of what he covered.

Started by ensuring we all understood that the Social Revolution is not new (remember epinions.com? when yelp first emerged? early examples of customers becoming social), and that what we are dealing with is not a business revolution; it’s a societal revolution that business needs to adapt to.  He described Social Customer as not something new and different, rather we are them.

This is a key message that he remarked time and again: knowing the Social Customer is all about knowing how we act and how we interact with organizations.

He proceeded to talk about what he calls Generation C (I love the concept) for “connected”.  This generation is not about demographics, years of birth, or age ranges but is about becoming connected with organizations.  People in Generation C are the 74% (Pew Internet) of US Adults that are connected to the Internet, and the more than 66% (Nielsen) that belong to Member Community sites.  It is about the people who are vocal and are influencers by their active participation in the Social world.

These are the people that organizations must target to convert into advocates.

He spent some time talking about converting customers to advocates, and how to manage their influence and position within social networks to the advantage of the business.  He said that organizations must make it a plan to convert bad experiences into customer advocates (great point), and talked about how the economic value of a customer should not be as significant to the organization as the Referral Value of the customer (another great concept).

He then switched from Social Customers to Emotional Customers.  Talked about sentiments and emotions analysis and how it applies equally to communities and individuals, and to all conversations  (over 70% of transactions for Generation Y – the digital citizens – still happen via phone or in person according to Forrester).

He concluded by saying that idea of going social is to create valuable insights from what we learn about customers at the social and emotional level and applying them to the business.  The social and emotional label just denote new ways to do it.  His parting words were that organizations need to create strategies on how to become social, not just do it.

My Impressions

Paul got all his messages across well and I agree with the concepts. I think it is a great way to remove the existing fear to tell the companies why Social matters (because we are all social), and how it is going to continue to become more important.  I like the approach of saying that businesses did not change, what changed was society – it brings the problem to every company dealing with customers.

I admire that he aligned (finally) with my message that feedback management and insights is what drives the revolution for the companies (ok, he did not align – but I have to make myself feel better somehow — I have been saying that since 2005).

There are two things I would have emphasized more.

First, Paul rightly mentioned how each of us want to personalize the experiences, and expect the organization to deliver that. The solution is not to personalize on a one-by-one basis but rather to use segmentation wisely.  And that segmentation should not be done on financial value, but rather on the concept of Referral Value.  I would have spent more time talking about segmentation as critical to the success (which I think it is).

Second, I think that sentiment or emotional analysis is not quite ready for adoption,  most of the times the error rate is higher than the accuracy it yields. I agree that sentiments and emotions are the next frontier, but emphasizing too much how businesses can understand them when the technology is not quite there will backfire when the expected results are not reached.  Since the main source of nature is human nature, not technology, it may not be the best recommendation to make.  I saw some interesting demos at SpeechTek showcasing this – but we are not that close yet.  Think early days of NLP (Natural Language Process) for web self-service.

What do you think? Is sentiments analysis ready to take the mainstream? Is the social customer becoming the social-emotional customer?

How are organizations going to cope with this new customers?

What I Learned Last Week

I wrote two posts last week, one defining value and another on moderating comments, that were well received. That means comments,  most of them  interesting and add a new dimension, provide interesting casesor include a new perspective.

Usually when I write a post it is about something that I have done numerous times in the past, or something that I had been thinking and talking about for some time. These two posts I am talking about were different.

I have been doing a lot of work and research into defining value.  I think that as we move deeper into the Social waters we will see value emerge as a key metric – replacing financial and operational metrics.  I wanted to take the first step knowing that it had not been vetted and probably needed some work.  I was right and it was a fantastic experience to get you involved (a new, updated post is coming) in improving my definition.

The other post, on moderating comments, was more raw.  It’s I had been thinking about, and that I had experience in blogs of all sizes – some very large and my smaller size blogs.  I also added some best practices from what I have done with communities and social networks, and created a post that — I will be the first to admit — was not probably the best I could’ve done.  As a result, a couple of people took me to school — and I gladly learned about moderating comments.

So, what did I learn?  Two things:

1. Trust your community.  If you do a good job building it, they will always be there for you to support you and help you get better.  You cannot do “it” alone (whatever “it”means to you) anymore. Build and trust your community.

2. Always, always, always take the time to do things right.  Even though you building a community of readers or followers, they are your “customers”.  They pay with their time and patience to read your blog.  Treat them for what they are: your top tier customers, and they will remain your readers.

Bottom Line: apply these lessons to your blog, to your social deployments, and to your communities.  It is all about the value your provide, the value you receive, and how you acknowledge both.

How are you doing in building you communities? Putting time and patience into them?  Getting the results you wanted?

Migrated the Blog, Added Older Posts

The blog has been migrated. Please let me know any issues or comments. RSS Feeds, Permalinks, and Bookmarks are now redirected, nothing you have to do. More features coming in the next few weeks.

I have made some of the older posts, the ones written under the eVergance blog, available here.  the “new” posts have original dates, and are dated before 04/15/2009 – the birth of this blog.

Three Reasons Comment Moderation is Wrong (and one why it works)

Moderating comments is interrupting a conversation.

If you are running an age-appropriate blog and want to ensure that the comments are kept in line with the law, you may have a case.

The idea behind a blog is to spark the imagination of the reader, get them engaged,  have them contribute.  That the community and makes it a better destination.  Comment moderation puts a barrier between the community and the content.  It relegates the author to the role of gate-keeper and decision-maker.  It takes the power to contribute away from the reader.

It takes less time to delete a comment in your blog than it does to moderate a comment and approve it.  Most blogging platforms will let you delete a comment via email.

Communities are self-policed, that should be moderation enough.

Trust your community, trust your readers.  They want to know their thoughtful comments are being enjoyed by everyone who reads you blog, not just because they happen to agree with you or you have time to approve them.  Your community will handle any trash that is inserted into their communal space appropriately.

I can only comment for my behavior.  I know when a blog has comment moderation and it prevents me from commenting. Some of my comments are time-sensitive, some others may be repetitive.  I try to comment when I see an issue that is not being discussed, something I want to raise awareness on.

I want to know my comments are timely, and well received.

I used to moderate, then I switched to known users, and I am now totally free – no controls.  SPAM? I use Askimet (awesome) and I delete what little gets through.  I think I deleted just one or two messages since I started that were not caught by Askimet.  I had less than 10 false positives caught by Askimet in the timeThre I have been blogging in a public platform.

Would love to hear what you have to say about this.  Moderate or Not?

Tsk, Tsk, Tsk… You Should Know Better Than Deleting Comments!

I recently posted some comments on a vendor blog (*) about using Twitter in Customer Service.

The post was relatively weak in content, high in marketing buzz and I said so in the comments in addition to asking questions to further the conversation.  You know me, I can stand back and watch a perfectly good debate go to waste.  The vendor then answered my comments with a short marketing statement but no answers to my questions.

Shortly after my comment posted (they did not have monitored comments, good point for them), I used Twitter to invite people to the conversation.  I tracked via bit.ly the number of visits that my tweet (and RT, since it was RT five times) brought, and it was close to 120 visits to their blog.  A few people who came commented, adding that my questions were valid and that the vendor should answer them.

The vendor deleted the comments that said that my questions should be answered.  I replied to their response, raising more questions and providing more cases.  Again, people asked for answers to my questions, and the vendor deleted their comments.

Someone noted that the vendor was deleting the comments and called them on it – to which the vendor offered the following response:

To clarify why some comments are being deleted from the Vendor_Name Blog, the Customer Service Experience section of this blog is for conversation regarding what’s hot in the market, best practices and industry trends, not for product promotion from Vendor_Name other companies. For companies that would like to debate specific products there are plenty of 3rd party blog sites to do so. For those who would like to know what is going on at Vendor_Name and to specifically discuss our product and integrations, please visit the What’s Happening at Vendor_Name section of the blog.

Thanks to everyone who has posted valuable and appropriate discussion points.

Essentially the vendor was saying that they thought that a short message that said “Please answer the questions posed by Esteban” was promoting someone else’s product.

I am a big supporter of no-moderation comments followed by deletion when necessary.

However, in this case, it was not only un-necessary to delete them but it was also wrong.  The questions were nothing more than amplifying the conversation, asking the vendor for more details on their product and trying to learn more.  What else could a vendor ask for than 5-6 people asking them for information on their product or ideas?  Isn’t that the idea behind creating and using the blog anyways?

I wish I had a virtual rule to slap the wrist of this vendor and have their attention to tell them what I think is a sine-qua-non quality of creating a community: respect.  You may not like or agree with the comment, but short of being spam or abusive, you have to let it stand.  Period.  There are no exceptions here.  You cannot build your community by silencing its members.  Very quickly the remaining the members will depart.

I won’t go back to this vendor’s blog, nor will I continue to follow them on Twitter.  It is up to them to gain my trust and respect back by taking appropriate actions and letting everyone know about them.  I already reached out to them, and they scorned me.  Their turn.

______________________
(*) I don’t mention any names when posting negative entries in my blog.  I am not doing this out of spite, I am doing it to further the conversation via a bad example.   Their names do not change the nature of this conversation.

To clarify why some comments are being deleted from the Parature Blog, the Customer Service Experience section of this blog is for conversation regarding what’s hot in the market, best practices and industry trends, not for product promotion from Parature or other companies. For companies that would like to debate specific products there are plenty of 3rd party blog sites to do so. For those who would like to know what is going on at Parature and to specifically discuss our product and integrations, please visit the What’s Happening at Parature section of the blog.

Thanks to everyone who has posted valuable and appropriate discussion points.

How to Define and Calculate Value for Customer Interactions

Value, the final frontier.

That is not just a bad attempt at a pun, it is a reality of what people through times have thought of value.  There are many “types” of values: legal, economical, ethical, quantitative, qualitative, and financial value – just to name a few.  There are also issues of perceived, realized, and corroborated value, subjective and objective value, and partial and total value.

This is not an exhaustive list.  If you ask Google for a definition of value, you get a summary page with links to 14 different places where value is defined differently.  There is a web site (http://www.valuequotes.net) which only purpose is to provide quotes related to value, going back to centuries before our time.

There as many definitions of value as there are people in this planet.

Value has become the latest “fuzzy” metric in organizations.  We tried with Satisfaction and Loyalty.  Their definitions were set, but we could not figure out how to measure them correctly.  We are now focused on delivering value to our customers.  Problem is, or rather the opportunity exists because, nobody can provide a clear, transferable definition of value.

My take is that value is a perception of worth, derived from each party that takes part in an interaction.  It can change from interaction to interaction for the same person.  If I am thirsty, I place a higher value in a drink, if I a hungry on food, and if i am tired on a place to sleep. I like Maslow’s pyramid to explain the process humans follow to determine value at different stages in their life – but still cannot be used to explain value in each transaction.  Each person and each organization will see different value in different interactions, often changing from one to the next one.

Value is not a static definition.

You cannot create value for your customers, the way you perceive value, and ask them to take it.  They are going to get value from your offerings, as per their needs and perceptions.  You cannot define value you get from your users as being the same across all interactions, across all transactions.  You are going to get different values from different users at different times.

Is there a way to define value?  You have to follow three steps to define value:

  1. Create two definitions of value.  First, create one to define the type value you’d like to get from a transaction, and another to determine the type of value you want to offer your customers (type of value refers to what category – a lower price is an economic value, a better experience is either an emotional or logical value, etc.).  Focus on what you can measure, that is the value you perceive as receiving.
  2. Define the metrics for the value you are going to extract from each transaction.  When measuring value, and because it changes so easily, it is best to use correlated metrics.  For example, if you want to track the financial value produced by new revenue from a specific marketing campaign, you then have to measure revenue per transaction, then cross-tab it with the revenue produced as a results of a specific marketing campaign, and deducting the costs for producing that campaign and conducting those specific transactions.
  3. Create a benchmark metric.  In the above example, once you measure the financial value of a certain number of transactions you can then create an average value for that transaction.  That becomes the benchmark you use to measure that specific transaction.  As deviations occur you will determine that you are receiving more or less value from that specific transaction and can adjust accordingly.

How do you calculate value? How do you perceive value as a customer? As an organization? Do you have a better way to define value?

Crowdsourcing and SCRM Interview – Follow Up

Good news is that I received close to 300 visitors to this post today.

Bad news is that I got only 4 questions submitted, so there won’t be any follow-up voting.

I am happy with the questions submitted and will use them in the interviews (maybe shorten a couple of them a little).

I am very satisfied with the process overall, and I learned some things from talking to some of the readers offline:

  • don’t ask for questions, ask for topics or areas to cover
  • I should have started the whole process as crowdsourcing, allowing you to select the people to interview, the topics, and the questions. I asked too late for the input and it probably cost me some collaboration.

Speaking of which, now that they are all confirmed, the incredible minds that will tackle these questions are:

  • Frank Eliason (“founder” of Comcastcares)
  • Paul Greenberg (well, you know who he is)
  • Marshall Lager (former Senior Editor CRM Media and Founder of Third Idea Consulting)
  • Dr. Natalie Petohouff (Forrester Analyst covering Social Media use in Customer Service)
  • Ed Thompson (Gartner analyst covering CEM and CRM)
  • Bob Warfield (CEO of Helpstream)

The questions that were submitted are (in their original form):

  1. Have you researched the incentives that make people more likely to co-produce your services with you or that may be needed in the future to tempt more of your service users willing to be co-producers?
  2. Do you believe that the C-Level executives of non-technology companies really comprehend what SCRM is, and how it impacts their business?
  3. How will SCRM impact the traditional CRM vendors and applications?
  4. What is the best example you have seen of SCRM implementation for the enterprise market? How was it accomplished (organizational involvement, processes)? What are the benefits derived from this deployment? How would you improve it further?

If you have something to add, or a question to ask from the panelists, please do so in the comments to this post.

Got someone else you want to listen from? Any questions to add? Any comments? I am open to suggestions and feedback.