Today’s issue: what to name Social CRM and where to place it within the organization.
Why does it matter? I have been writing and researching the CRM market for a while and have seen the new terms come and go, most of them leaving little in the sense of progress for the CRM industry. My “job” is to help businesses adopt the solutions we are talking about. If they adopt the name, and the concept, then the industry moves forward. A lengthy discussion on naming acts as a deterrent for businesses to adopt the concept and begin using it and, as Tony Nemelka also explained, a lack of naming conventions keeps investors away from the market.
There is a considerable debate right now and it is expected. After the hype for any concept peaks, the next step is ownership — and that begins with naming it. I want to make sure that the naming does not become more important that helping the business identify the concepts and move forward; I want to propose five rules for Social CRM naming:
1. The term Social CRM is already agreed on and will not change. Similarly, the terms Enterprise 2.0 and CRM are also set-in-stone.
2. The term Social Business as a designator of the future state of business is already agreed on. Businesses are becoming social because society (led mostly by Generation Y citizens becoming customers and workers) is demanding it.
3. The term Social Business Design, as defined by David Armano Dachis Group, is an agreed on method for business to become social.
4. The term Communities as a definition of groups with similar ideas and desires, but not set strategic directions or rules, is agreed on and won’t change. The purpose of the community is not important if you know how to handle them, so whether they are for social purposes, service purposes, marketing or sales purposes communities are here to stay (as they have been since the 1960s)
5. As for the relationship between them, above everything else we have the Social Business. Organizations are either there today (doubt it) or on their way to become one.
a. Social Business Strategy is the overall strategy that the business sets for how to become social, deal with customers and communities, and interact in a social world. This is regardless of business function or the way to do it, it is a set of objectives, metrics, and goals they would like to accomplish in this new social world.
b. Social Business Design is the method by which the business will change their processes, systems, data stores, and people to become a Social Business. It is used to craft new experiences, new processes and to help people embrace the social business model to attain the Social Business Strategy.
c. Enterprise 2.0 is the internal strategy that the business will use to become social – it is highly dependent on the Social Business Strategy and can be achieved using the Social Business Design model. It is not struggle free, and there are still discussions similar to this one with respect to its naming.
d. Social CRM is the external strategy that the business will use to become social. As the Enterprise 2.0 for internal, it is highly dependent on Social Business Strategy and leverages Social Business Design to accomplish it. Further, it leverages existing CRM strategy, systems, and models to ensure continuity in the relationships with customers.
What do you think? What did I miss? Are you ready to affirm these truths and use them as we move forward? What would you change?