The evergreen vistas of Social CRM
Why I am still not convinced…
The last few months have seen a flurry of actions on the Social CRM front. We have seen large splashes made by largely good looking apps. Here’s what I think the best (e. g. Nimble ) of them bring to the table:
1. A clean, really clean user interface- and a UI and navigation to match. Now that’s something to strive for!
2. Bar none- they are all cloud/ SAAS offerings and what more- they all offer integration with other apps. While the cynic will say, they have no option but to offer integration with other apps seeing that this is the only way they can offer capabilities they themselves do not have, we tend to believe otherwise. We think there is a place for specialists as well as generalists and if someone comes in solves just a small problem, really well- he/ she will still have something of value to offer.
And, the fact that they are all on the cloud and gaining rapid traction, tells you two things:
- cloud is the way to go; for consumers as well as vendors. It is past discussion.
- cloud is not just about faster and easier deployment of code; it is about learning from customer feedback and community and improving.
So, why did I start on this quibbling note?
The basic question still is- how are you measurably monetizing your social interactions? Can you?
1. Can you monetize?
2. Can you measure? With any degree of granularity?
Of course, you are welcome to turn around and say, you don’t care about measuring or even monetizing.
And, the other question- more subtle, but important nevertheless, is:
Having the tools to engage your contact base in conversations on one single platform is great. Here’s the problem though:
1. Who will ensure consistency of communication and messaging? Who will train the sales guys on staying “on message”?
2. Who will create this content that we now have the channel to share- across different channels? Make no mistake- the same message will need to be re-worded – for being sent on Facebook vs sent on email vs sent on Twitter. And, who will be trained and savvy enough to manage the conversations and more, lead the conversation to sales?
3. One broadcast post on FB and Twitter –> 10 conversations and what if more than one person from your company is in the loop? Who drives consistency?
I remain a skeptic.