Executive Briefings

Those Pushing Social CRM Shouldn't Forget Lessons Learned When 'Traditional' CRM Started

Those who cannot remember the past are condemned to repeat it, wrote George Santayana, and if you've observed technology long, you know that the cycles of repetition become shorter with each passing year. When it comes to CRM, we're seeing it again in the form of social CRM: companies are making the same mistakes they made at the start of the CRM era.

Does no one look to the past? Or do they see SCRM as such a revolutionary leap forward that the past no longer applies?

Probably both. But smart practitioners of the CRM arts know that there are lessons from the "traditional CRM" era that stand the test even as SCRM is heralded as the next great thing. Sadly, many of those lessons have yet to be learned by many rolling out CRM - which makes it likely we'll see the same level of SCRM failure in the near future that we saw in CRM's not-so-distant past.

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Keywords: supply chain management IT, supply chain solutions, supply chain systems, social media in CRM space

Does no one look to the past? Or do they see SCRM as such a revolutionary leap forward that the past no longer applies?

Probably both. But smart practitioners of the CRM arts know that there are lessons from the "traditional CRM" era that stand the test even as SCRM is heralded as the next great thing. Sadly, many of those lessons have yet to be learned by many rolling out CRM - which makes it likely we'll see the same level of SCRM failure in the near future that we saw in CRM's not-so-distant past.

Read Full Article


Keywords: supply chain management IT, supply chain solutions, supply chain systems, social media in CRM space