Social CRM and positive disruption

Social business is changing old approaches to CRM and interaction with customers. While this evolution is highly beneficial, we should address it by first understanding our business strategy and goals.

Disruption to traditional (or transactional) CRM, caused by social business technologies, was among key themes discussed at the recent CRM Evolution 2011 conference. The panel I moderated, called Disruption and the Lean, Mean CRM Machine, offered advice to help software vendors and enterprise buyers navigate the changing CRM landscape.

Related: Social CRM in context: Expert panel discussion

As a follow up, I engaged in a recorded dialog on similar issues with fellow panelist, Mike Fauscette, who is Group Vice President at analyst firm IDC.

In this video, I start with an extreme position, bemoaning poor sales people who face ugly screens of CRM data, often with no apparent purpose. Mike rightly disputes this position and explains the link between core CRM transactions and the benefits that social data brings.

In the end, we explore the necessity for organizations to engage with social customers within the context of clear business strategy and goals. This lively debate illuminates important interactions between transactional data, organizational maturity, and eventually adding social, or unstructured, data.