This is my first post.
Last week I was at the office and I received one mail of one colleague with the subject: “Salesforce down”. I opened it to go deeper and I discovered one word: “Twitter”. Yes, customers informed the world in hours that they were having problems with theirCRM…
So, let´s explore the difference since 5 years ago:
- Now customers can inform almost in real time to the world that something is not working in their product.
- Probably now companies should be ready to react in real time.
- From the company providing information to the customer real information.
- To the world of company “success histories” to customer experience.
If we think on how the customer decision are made (choose range of product for my need, then look for a review from other customers, then look for the cheapest one… everything in Internet) the relationships in the market have changed, and guess what, to the customer side!.
But as we would like to help companies to get a real marketplace what can companies do? Probably bring all these customer experiences inside the company influence, something similar to a real corporate-customer status updates… but we will speak in other post about that, anyway, is CRM the answer?
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Congratulations for your post, it remembers me that we are going deeper into a flatten world (http://www.thomaslfriedman.com/bookshelf/the-world-is-flat).
You mentioned that “…relationships in the market have changed, and guess what, to the customer side!” I would add that specially in the business world, customers have realised that there is strength in numbers (La unión hace la fuerza). It’s the community who moves all around IT (opensource, new standards,…) and customers are acting as a community to bring the market relationship onto their field.
Social tools are being used by customers and companies (buyers and sellers) equally, developping new kinds of relationships… is CRM the answer? YES