SoCoMo – Blending Social, Cloud and Mobile technologies to achieve Customer Delight


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‘The Three Musketeers’ for ‘geNNext’ CRM
SoCoMo – Blending Social, Cloud and Mobile technologies to achieve Customer Delight

Today, all of us have an e-mail account (Gmail/Yahoo/Hotmail). Each one has a FB account today and it was ‘Orkut’, a decade earlier. And we access these anywhere from our smart phones/ tabs. If you have done all of the activities mentioned above then you are already entangled in SoCoMo’s (Social-Cloud-Mobile) grip. I am proposing this new paradigm called SoCoMo, which will be a game changer in the current and future business landscape. Now, let us see how these disruptive technologies can be used in CRM to create value to Organizations.

SoCoMo for CRM
Traditional CRM was defined by programs that are addressed by the departments typically called as “customer facing” – sales, marketing and customer service. Systems were created by software vendors to automate processes and analyze data that would increase the ability of the salesperson, marketing maven or customer service representative to do their job more effectively. On the back end the analytics, when used properly, were able to provide a view of an individual customer that let the customer facing employee gain further insight into who the customer was and the likely value of that customer to the company. Handling these data in silos will not help organizations to delight their customers anymore and companies would lose their edge in customer service.


Let us see how SoCoMo could be blended to achieve that customer delight for which most of the CRM applications are implemented.
Social CRM would be the best CRM strategy for customer alignment. The following facts would reinforce the same idea.
• Consumers communicate their product experience through social media. This means faster communication to a larger audience.
• The social network communications are interaction driven. Hence it gives an opportunity to capture customer’s response quickly.
• In a Long term perspective, Social CRM is going to produce much transparent organizations. This would keep the marketing Mantra alive – “Customer is the KING”
• Organizations can make informal and relaxed contact with useful individuals after observing their behavior over the social media.
• Social CRM helps organizations to know where their customers hangout, cll them for their advice, encourage them to share their good experience (Word of Mouth).

On the other hand, Cloud CRM would be the best fit for business partner engagement and it has numerous financial benefits too. Key highlights of using cloud CRM are,
• Low Upfront cost on CRM implementation
• The CRM application is highly portable
• Installations are always quick time with only minor customizations
• Low cost and hence it is the best fit for SMBs. Thanks to the disruptive multi-tenant model.
• Data is secure with remote data repository
• The major advantage of all is that it helps business partners to float their idea on a secured cloud and it can be accessed from all roud the world by their partners.

Mobile CRM- should say this is a child of Cloud based CRM but can be used effectively on a traditional on-premise CRM too. Mobile CRM helps companies to effectively manage their sales force and customer feed backs/ service requests. Almost every business, let it be pizza delivery, online ecommerce store or ticket booking has embraced the mobile app revolution. Businesses have understood the power of mobility and value of making their service easily available to the customer over mobile. Most organizations are moving towards mobile CRM for –
• The range of data portability it offers
• Easy and effective tool to do impulse purchases
• Handy information catering tool
• Real time data capture through mobile applications
• Keeps the management intact with the moving sales team
• Helps organizations to control and manage their sales force very effectively

These three technologies must be leveraged to extract the best value out of any CRM implementation. My primary argument is that these three technologies together can make CRM and customer service, capable enough to handle the geNNext customers who wants to stay connected with their data wherever they are.

Haribuvanesh Rajagopalan
Haribuvanesh.R is a Senior Associate Consultant with Infosys Ltd. He has diverse industry experience in CRM space and has played key roles in CRM Package/Process Consulting & Oracle ERP Implementation projects. His interest lies in CRM innovation and Business Process Re-engineering,.


  1. Social, Cloud and Mobile will indispensable in the future in all walks of life. Hari has effectively applied these 3 emerging paradigms to the CRM domain, thereby providing a new way of thinking for IT Organizations and IT Vendors alike.

  2. This is a brilliant piece Hari.
    It would be great if we dwell a bit more into this and see how it can benefit a large enterprise.

    As i started reading i could imagine how this would be applicable for small to medium business.

  3. A though provoking article, that stresses on the importance for business to stay up-to-date with the latest trends in market.
    Well written Hari !


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