{"id":73521,"date":"2010-03-05T20:30:00","date_gmt":"2010-03-06T04:30:00","guid":{"rendered":"http:\/\/customerthink.com\/research_report_the_18_use_cases_of_social_crm_the_new_rules_of_relationship_management\/"},"modified":"2010-03-05T20:30:00","modified_gmt":"2010-03-06T04:30:00","slug":"research_report_the_18_use_cases_of_social_crm_the_new_rules_of_relationship_management","status":"publish","type":"post","link":"https:\/\/customerthink.com\/research_report_the_18_use_cases_of_social_crm_the_new_rules_of_relationship_management\/","title":{"rendered":"Research Report: The 18 Use Cases of Social CRM – The New Rules of Relationship Management"},"content":{"rendered":"

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Analyzing The Demand For Use Cases In Social CRM
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Since joining Altimeter Group, I’ve had the pleasure of collaborating with my colleague Jeremiah Owyang on Social CRM. On a daily basis, the requests for Social CRM strategies escalated from all parts of the organization. In fact, requests reflected all facets of CRM including the usual sales, marketing, service and support to advanced areas such as innovation, collaboration, and customer experience. Who’s been asking? Well it’s our clients, blog readers, and prospects. They represent the line of business guys, the IT teams, the marketing gurus, and the board members who have told their executives that they need to do something social.<\/p>\n

So why all this fuss and urgency? Customers continue to adopt social technologies at a blinding speed and organizations are unable to keep up. Social technologies continue to proliferate. Because the conversations about organizations increasingly occur outside of the organization’s control in social channels, organizations need to:<\/p>\n

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  1. Discover where the conversations are happening in this new social world.<\/li>\n
  2. Identify who’s influential and if they are customers or not.<\/li>\n
  3. Assess friend or foe status and their willingness to engage<\/li>\n
  4. Determine a tiered approach to engagement or re-engagement.<\/li>\n
  5. Tie social channels to business value and objectives<\/li>\n
  6. Bring the social channel back to existing CRM systems.<\/li>\n
  7. Reallocate resources to support Social CRM efforts<\/li>\n<\/ol>\n

    This is the basis for the groundswell in Social CRM. But keep in mind, Social CRM does not replace existing CRM efforts – instead it brings more value to existing efforts and should complement the uber CRM strategy.<\/p>\n

    Behind The Scenes In Social CRM – A Holistic Approach to 18 Use Cases <\/strong>That Show Business How To Finally Put Customers First<\/strong><\/p>\n

    Social CRM reflects the new world of disruptive technologies and the related business models, processes, and organizational requirements we live in. Hence the multi-disciplinary approach to this research. We’ve paired Jeremiah’s expertise in social technologies and customer strategies with my background in CRM, enterprise applications, master data management, and order management. Our goal – take a holistic approach across multiple business departments, roles, and processes.<\/p>\n

    Given the newness of this topic, we also went out to the community to collaborate and define the use case framework. We started with the “godfather of CRM” – Paul Greenberg <\/a>and worked with 11 other gurus in a concerted fashion and with some level of serendipity. Thanks go out to the individuals below and the for putting up with endless revisions, late night skype chats, and debates about client demand and technology maturity (see Figure 1).<\/p>\n

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    Figure 1. Influencer Input <\/strong><\/p>\n

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    From there, we validated the framework with over a 100 Social CRM pioneers. As a final process, we then tested out the framework with 30 vendors in the space for a sanity check (see Figure 2). The result – 18 Use Cases of Social CRM with input from 100 pioneers and 42 influencers in the market.<\/p>\n

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    Figure 2. Vendor Input<\/strong><\/p>\n

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    With all this in place, additional thanks go out to Christine Tran our researcher who helped us tremendously on the production of this report and Charlene Li for her edits!<\/p>\n

    Taking The 20,000 Feet View<\/strong><\/p>\n

    While we’ve taken a comprehensive assessment of the use cases, keep in mind, the high level points of the report start with:<\/p>\n