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Well-known CRM analyst and thought leader, Denis has made contributions to our thinking about cloud computing, CRM, social media, analytics and mobility. He runs the Beagle Research Group, LLC and is co-founder and managing principal of The Bullpen Group. He frequently contributes to this and other outlets.

6 responses to “Why the World Needs Social CRM”

  1. rogerB

    Good article, and sounds like an interesting book. Still, I wonder, do we need social CRM (a new tool that could be years away), or just greater use of Market research. Would the bean counting MBA’s not be appeased by statistically sound surveys that capture the voice of ALl custromers (fans, non-fans, users, potentials, social-tweeters, and snail-mail-technophobes).

  2. Denis Pombriant

    Hi Roger,

    Thanks for reading and writing! SocialCRM is really here today so there’s not much waiting to be done. At any rate the simplified diametric opposition of discussion of “car guys vs. bean counters” is much larger than purely what customers want or statistically sound surveys. There’s a palpable difference in these two ideas as corporate cultures and I think the evidence, as Lutz might claim, is pointing out that the purely financial approach is a failure.

    Thanks,
    Denis

  3. Chuck Van Court

    Greetings Denis:

    I think your last line summed things up nicely: “financially responsible and customer centric.”

    Everyone is better off when a company focuses on providing real value the customer wants and needs while balancing customer desires with sound business practices that support sustainable business models.

    The problem as I see it is that most of the people who are declaring their expertise and defining when and why companies need to engage in social media have little consideration for the “financially responsible” part.

    Social media absolutely must be considered in virtually all businesses, but buyers need to carefully assess their organization’s situation and not be manipulated by the pervasive hype.

    Bob Warfield’s recent post entitled “Some Social Media is Toxic to Productivity: Google+, Twitter, and Facebook” http://t.co/xuomPWy is an interesting read that raises the question on when and why companies should allow staff access to social networks.

    Chuck

  4. Denis Pombriant

    Hi Chuck,

    Totally agree. Social, like any new technology I’ve covered seems to have the wow factor preceding the here’s what we can do with it. I guess that’s just part of life in the fast lane but smart types like you will always see through the hype to find value. It’s always good to see the hype die down and the real adoption begin.

    Denis

  5. Links of the week – 7/25/11 | Social Sector Knowledge

    [...] Why the World Needs Social CRM – using Lutz’s take on “car companies should be run by car people”, Denis Pombriant makes the case that companies need to be financially responsible and customer-centric to survive. I’m not really sure anything has changed, or that social has anything to do with this. There are of course the rare cases like someone at Zappos detecting someone’s tweet about their birthday and proactively calling to make sure the customer would get their order on time. But seriously, being customer-centric is a leadership and cultural issue, not a tool issue. Sorry to disagree here Denis, but good article regardless. [...]

  6. Links of the week - 7/25/11 | Collaboration for Good

    [...] Why the World Needs Social CRM – using Lutz’s take on “car companies should be run by car people”, Denis Pombriant makes the case that companies need to be financially responsible and customer-centric to survive. I’m not really sure anything has changed, or that social has anything to do with this. There are of course the rare cases like someone at Zappos detecting someone’s tweet about their birthday and proactively calling to make sure the customer would get their order on time. But seriously, being customer-centric is a leadership and cultural issue, not a tool issue. Sorry to disagree here Denis, but good article regardless. [...]

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