Executive Briefings

Social CRM Requires Knowledge of Processes as Well as of Customers

One of the tricky parts of developing a social CRM (SCRM) strategy is that it requires left brain and right brain thinking. The left brain, where more logical and procedural thinking takes place, is comparable to how "traditional" CRM operates, organizing and distributing data based on predetermined processes. The right brain, the center of creative thinking, is comparable to SCRM, discovering new relationships and communication models and engaging and conversing with customers.

What's tricky is that people are not generally equally gifted on both sides of the brain. Communicators may be scatterbrained about standardized, regular tasks; process-driven people may be too rigid in their thinking to effectively imagine new ways of doing things.

Success in social CRM requires as much knowledge of processes as it does willingness to engage with customers. A social CRM team, therefore, has to have people whose strengths lie in these different areas. What is needed is a good combination of people who are left-brained and those who are right-brained.

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Keywords: supply chain management solutions, CRM in the cloud, social media in the enterprise, social CRM in supply chain

What's tricky is that people are not generally equally gifted on both sides of the brain. Communicators may be scatterbrained about standardized, regular tasks; process-driven people may be too rigid in their thinking to effectively imagine new ways of doing things.

Success in social CRM requires as much knowledge of processes as it does willingness to engage with customers. A social CRM team, therefore, has to have people whose strengths lie in these different areas. What is needed is a good combination of people who are left-brained and those who are right-brained.

Read Full Article


Keywords: supply chain management solutions, CRM in the cloud, social media in the enterprise, social CRM in supply chain