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A Social CRM Manifesto:How to Succeed with the Social CRM Virtuous Cycle
By Bob Warfield, Helpstream CEO
 
Table of Contents
e World Changed While CRM Slept…1
e New Social CRM World Order6
e Social Media Big Picture for Business8You Already Know How to Be Social10
e Social CRM Virtuous Cycle12Social CRM Strategies for Customer Service16Social CRM Strategies for Marketing19Social CRM Strategies for Sales23Social CRM: 5 Steps for Getting Started26
A Social CRM Manifesto:
How to Succeed with the Social CRM Virtuous Cycle
•
Bob Warfield
i
 
The World Changed While CRM Slept…
Is Social CRM a paradigm shi
or just another channel like email, chat, KB, kiosks, and the like?If it’s just another channel, we can continue business as usual by just plugging that channel inwithout any major change in our strategy for engagement. If it’s a paradigm shi
, we need tore-evaluate our overall strategy. Understanding this distinction is critical in laying our plans todeal with our Social Customers.Since it’s always good to begin with de
nitions, here is mine (hat tip toWikipedia): a paradigm shi
 is a change in a fundamental model.Let’s look at a brief history of the CRM world and see if we can spot any paradigm shi
s:CRM originally came into being with a bent towards “Command andControl.” It was all about ensuring that sales people were doing (andreporting) on their jobs via Sales Force Automation (SFA), and ensuringthat customers’ problems were actually being tracked and dealt with viaCase Management. As these systems were coming into being, we hadwhat I will call the “Dinosaur” era of the customer.In this era, most of the power belonged to the manufacturers, hence my reference to Henry Ford’s original concept of not giving the customerany choices at all on the color of their motorcars.
e customers them-selves were docile and thick-skinned creatures.
e big ones could letout a mighty roar, but they seldom operated in groups and most ac-cepted whatever fates were dealt out to them by customer service. A
erall, there weren’t too many manufacturers, and if you needed the prod-uct you needed it.
A Social CRM Manifesto:
How to Succeed with the Social CRM Virtuous Cycle
•
Bob Warfield
1
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