I've had a number of interesting debates on who should lead the customer social media interaction in the last few weeks. In part, this question comes up because a great deal of social media was initiated in the Marketing department via listening or brand sentiment programs. What we do know is that all departments benefit- marketing, sales, service, product dev, engineering from the voice of the customer information that results from deploying social media.
And while I know that not everyone will agree, after studying all the various departments that could lead social media, I'm still convinced customer service should lead the customer social media interaction.
In 1992, with my Marketing Management degree in hand, I went out in the market to find a sales job. At the time, I believed (and I still do) that you can’t really be the best B2B marketer unless you know how to sell first. One of the jobs I interviewed for was with a local dealer to sell fax machines (yes, it’s true . . . FAX machines).The VP of Sales interviewing me asked a simple question — what are the most important things to being a sales person?
You are not going to believe this. Goofus and Gallant grew up and they both became application development professionals. Inseparable as they are, they both landed jobs at a global medical supply company in Parsippany, NJ where they develop enterprise supply chain web applications. Gallant has a bit less hair than he used to and Goofus is sporting a "Comdex" tattoo. But, these guys are basically the same as they ever were. (Remember Goofus and Gallant from Highlights Magazine For Children)
We Can Still Learn A Lot From Them
Goofus forgets to check-in his code before going a week-long vacation to Martha's Vineyard.
Gallant always checks-in his code and makes thoughtful revision comments on the changes each night before he goes home.
In the movie “The Untouchables” Sean Connery’s character, Jim Malone, is targeted for a hit by Al Capone. The hitman breaks into his house and threatens Malone, pulling out a revolver, says, “Isn’t that just like a (derogatory term for an Italian) . . . brings a knife to a gun fight.”
Forrester has made a series of downward revisions to its IT market forecasts in 2008 and early 2009. And according to my colleague Andy Bartels’ latest analysis - "US And Global IT Market Outlook: Q2 2009" -there is more weakness ahead. Due largely to the breakdown of the financial system and the resulting credit crunch, steep drops in the purchases of equipment, software, and IT services during Q4 2008, Q1 2009, and probably Q2 2009 mean that purchase levels are close to hitting bottom. Forrester predicts that the latter part of 2009 will see:
If you follow me on Twitter (@drnatalie) you have seen the on going conversation around whether Social CRM and Customer Service actually exists or if it is a fantasy.
Paul Greenberg has put his final stake in the ground on defining what Social CRM means- You can read more on the post that drove a huge discussion.The debate centers around alot of things - whether CRM is a strategy, a process, a technology. At the end of the day, most agree that its an all inclusive way of building relationships with your customers. Bill Band, Vice President and Principle Analyst at Forrester, has written about Social CRM in his ever popular doc CRM 2.0: Fantasy or Reality?
Insurance IT buyers have distinct preferences when it comes to how they learn about new technology.Tech vendors think IT buyers learn about the hottest technology because of the bright, shiny stuff that their marketing organizations spend all kinds of time and money producing. Wrong.