I can only say one thing to your comment. I could not agree more if I would have written it myself. Only thing I will emphasize – XYZ is not CRM, it is about business. Part of the work to be done is bring the outside world (customers and other parts of the business) into the CRM world (or put our world out there – either way works, no dreams of control and ownership on my side) and work it together.

I am very impressed by the vision you bring to this. As I always said, two is a pattern, three is a trend. And I know there are more than three in this industry / market / whatever you want to call it that feel like you do.

Let’s do it…

Thanks for the read and comment
Esteban

A valiant effort to bring a little clarity to the murky world of SocialYYZ; where XYZ is almost any set of three letters.

I have said this before and no doubt I will say it again. Social XYZ is still in the earliest stage of development. It is an emergent phenomenon. It is more important at this stage to understand what is consists of and how it works in outline, than to try and define things. The definitions will emerge with the passage of time as we fill in all the missing details. And there are many details that are still missing.

I have just returned from the Mass Customisation, Personalisation and Co-Creation conference in Helsinki. The conference brought together 250 academics, consultants and businesses whose daily work includes, but is not limited to, Social XYZ. The many conversations I had over the three days reminded me just how SHALLOW our discussions of SocialXYZ are. Whether it is the definitions of SocBusStrategy that don’t mention profit, Dachis Groups superficial outline of SocBusDesign in its much-hyped whitepaper, or SocCRM’s struggle with the deciding what the role of the customer should be.

We have a lot of work to do: To understand the role that customers should, could and ought to play in SocXYZ. To understand the broad and deep capabilities that we have to build to enable SocXYZ. To understand how SocXYZ creates economic value for companies and other sorts of value for customers. To understand SocXYZ changes how experiences are delivered. And. To understand the myriad of implications that SocXYZ has for the management of brands.

It is high time that we improved our game significantly. It is time we started to look in more detail at the early adopters of SocXYZ to see what really works. It is time we started to scour the rapidly expanding literature to understand why it does. And it is time we started combing the two to build robust, proven, replicable approaches to getting SocXYZ to work in everyone’s organisation. Doing this will require that businesses, academics and consultants come together to look at SocXYZ through their different perspectives. This will not be easy, but there is no alternative.

We know what we have to do. So let’s get on with it.

Graham Hill
@grahamhill
Customer-centric Innovator

Glad to be of service. Thanks for the read.

What Social CRM says in one..rather four words – you have explained it in about forty odd lines. Yes, there are subtle differences in the terms defined but most of them focus on one thing i.e. to redefine CRM.

I’m glad that you consolidated it in one blog. Was wondering what you people were discussing on twitter of-late

Newbie like me got a clear understanding of what it all means.

Thanks
@simzaolly
.-= Asim´s last blog ..Implement Password Policy to enhance security and increase your efficiency by setting Reminders =-.

thanks for reading (and agreeing)

Thanks for the read and the comments. I am glad that you are coming from away of the tight world of CRM and SCRM to comment, as that is my intention and effort for the next few weeks – begin to engage people from other areas into this world. I think that the only way to grow will be if we can transcend our self-imposed barriers and integrate with the rest of the world.

I like the concept of BTN since I think it reflects very well the world we are living in today, and probably will in the medium-term. Companies that have not yet adapted to the social customer and the BTN they need to interact with to succeed have still a short window of opportunity to make the shift, or begin the transformation.

I am very much on board with your comment as I see BTN as an extension for CRM towards partners and other entities that are not customers – but keeping in mind similar issues as SCRM faces with customers.

Thanks for a great comment, and very timely. You will probably begin to see more of that in the mid-term from my blog (need to finish my plans for SCRM first ).

Esteban