Comments on: Social CRM – rescuing CRM from its hijacking http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/ Exploring How Mass Collaboration Changes Everything Sun, 28 Aug 2011 14:21:24 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Naumi Haque http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/comment-page-1/#comment-314112 Naumi Haque Thu, 08 Oct 2009 19:56:10 +0000 http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/#comment-314112 Hi Greg, if you're interested, I've posted an update on Wikinomics with some of my additional thinking on how social media and sentiment analysis might fit into CRM (http://www.wikinomics.com/blog/index.php/2009/10/07/a-future-vision-of-crm/). Looks like Amplified Analytics is thinking about this stuff too - I'd be interested to hear how you guys envision CRM integration in the future. Hi Greg, if you’re interested, I’ve posted an update on Wikinomics with some of my additional thinking on how social media and sentiment analysis might fit into CRM (http://www.wikinomics.com/blog/index.php/2009/10/07/a-future-vision-of-crm/). Looks like Amplified Analytics is thinking about this stuff too – I’d be interested to hear how you guys envision CRM integration in the future.

]]> By: Greg Y (@piplzchoice) http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/comment-page-1/#comment-313898 Greg Y (@piplzchoice) Wed, 07 Oct 2009 22:09:46 +0000 http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/#comment-313898 Brian and Naumi, Just came across of this post. I am also fascinated with the fact that such a wealth of potential insight is being wasted. However there are some Customer Experience Management practitioners who deny value of data acquired from social media and insist that information distilled from these sources is dangerous. Personally I am in violent disagreement, but I am biased being in business of mining sentiments. Brian and Naumi,

Just came across of this post.

I am also fascinated with the fact that such a wealth of potential insight is being wasted. However there are some Customer Experience Management practitioners who deny value of data acquired from social media and insist that information distilled from these sources is dangerous. Personally I am in violent disagreement, but I am biased being in business of mining sentiments.

]]> By: Brian Magierski http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/comment-page-1/#comment-303181 Brian Magierski Fri, 14 Aug 2009 17:42:42 +0000 http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/#comment-303181 Naumi - thanks for your comment and link to your past posts. I'm re-reading them see the alignment in thinking. I completely agree with your viewpoint on the analytics, and with the expansion of customer commentary outside of the contact center, it will become even more critical. This data (inside the contact center and out) is powerful for feeding product / service development and design, strategy, etc. Naumi – thanks for your comment and link to your past posts. I’m re-reading them see the alignment in thinking.

I completely agree with your viewpoint on the analytics, and with the expansion of customer commentary outside of the contact center, it will become even more critical. This data (inside the contact center and out) is powerful for feeding product / service development and design, strategy, etc.

]]> By: Naumi Haque http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/comment-page-1/#comment-303149 Naumi Haque Fri, 14 Aug 2009 14:49:46 +0000 http://www.wikinomics.com/blog/index.php/2009/08/13/social-crm-rescuing-crm-from-its-hijacking/#comment-303149 Great post Brian. What really fascinates me about the Social CRM movement (I’ve decided to call it that now since it has been branded) is the tremendous amount of customer data that is now available to the enterprise. You mention the 90% of data that is generated at non-touchpoints, but even the data generated in the contact center is under-used. The idea that companies are spending hundreds of thousands of dollars on market research when customers are – sometimes quite literally – screaming at them with feedback does seem ridiculous. The emerging model is definitely one where companies are engaging with customer in the contact center and online and then capturing the data from those interactions to derive new customer insights. I started researching this shift over a year ago in the contact center (see http://www.wikinomics.com/blog/index.php/2008/07/20/wikinomics-in-call-centers-part-ii/ ), and am now looking at new tools and technologies that help companies mine customer opinions online (using sentiment analysis) and even mine customer behaviors in the real world. What I’ve found is that that the contact center applications of Social CRM are extremely valuable for customer engagement purposes, but the real untapped value is the ability to analyze aggregate customer data and share that information across the enterprise for market research, product development, competitive intelligence, and even continuous strategy. Great post Brian. What really fascinates me about the Social CRM movement (I’ve decided to call it that now since it has been branded) is the tremendous amount of customer data that is now available to the enterprise. You mention the 90% of data that is generated at non-touchpoints, but even the data generated in the contact center is under-used. The idea that companies are spending hundreds of thousands of dollars on market research when customers are – sometimes quite literally – screaming at them with feedback does seem ridiculous. The emerging model is definitely one where companies are engaging with customer in the contact center and online and then capturing the data from those interactions to derive new customer insights.

I started researching this shift over a year ago in the contact center (see http://www.wikinomics.com/blog/index.php/2008/07/20/wikinomics-in-call-centers-part-ii/ ), and am now looking at new tools and technologies that help companies mine customer opinions online (using sentiment analysis) and even mine customer behaviors in the real world. What I’ve found is that that the contact center applications of Social CRM are extremely valuable for customer engagement purposes, but the real untapped value is the ability to analyze aggregate customer data and share that information across the enterprise for market research, product development, competitive intelligence, and even continuous strategy.

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