SCRM is about the Social Customer. And the Social Customer is:
* What does the Social Customer want? Creativity, innovation, collaboration, to be valued
* What does the Social Customer give? Improved product, better advertising, great WOM
* How can you please the Social Customer? Listen, be supportive, converse meaningfully
* How can you displease the Social Customer? Broadcast, empty promises, spam
(http://www.martijnlinssen.com/2010/07/social-hiccup-crm-tools.html)
SCRM is not about dragging the customer into the enterprise cave and them club him to death, it's about reaching out and deal with their problems on their terms, circumstances, conveniences and location
That's why I don't see much added value in tools that lure the customer into the company's forums, blogs, chatrooms and all that: that is sooooooo 20th century and not at all SCRM
Still, what's missing from SCRM is the link to oldfashioned CRM. Your example of Michael btw is about badly implemented or thought-out processes, as much as Hutch's example is indeed about co-innovation
I think the value of involving the Social Customer will be in pleasing her in the first place and get some WOM or decreased damage in return, then sucking it all in on a highly fragmented basis and connect the dots inside the enterprise - or with the help of some crowds maybe
