Different Cultures, Same Language: CRM
Name: Daniel
Email:
Bio: What prompted you to run a profesional blog? After graduating with a degree in Economics from Universidad de Salamanca, I am a sales professional in the IT industry. I moved from Salamanca to Tilburg, then Madrid, Athens, and Dublin. In these cities I got a practical insight into diverse environments, international opportunities, great training, and mainly the range of intelligent, committed and fun people that I worked with. All of that together with the customer point of view gave me the chance to share it with some other people. What could be your greatest moment of satisfaction in this blog? Probably it has already happened. I would say to get the commitment of the people which different backgrounds, cultures, ages and projects to do this blog. What have you gained from doing this blog? I've gained a whole range of skills and a lot of sector and industry knowledge from studies, training, and curiosity. Also I have to admit that I learn a lot from one good friend who helped us to built this blog. What have you been working on recently? I spent some time recently in how to use new social tools to get closer to the customer and related to the development of countries, but also I am also involved in the creation of two companies. What are your long-term goals? At some point in the future, I would like to be in an influential position in the political sector, maybe related with the development. Because things can change and will change. Between now and then, I'd like to work in doing my own business for some time and possibly do an M.B.A. I'd also like to take care of some good friends that probably will not come with me in all this way.
Last week I attended to a CRM workshop in Dublin. It was about what they called Social CRM, and if you are selling CRM I am sure that you are aware of that, but do we know what is it about in depth?
To be honest I couldn’t find a better comparison between the traditional CRM and the Social CRM than the one provided by Brent´s Social CRM. Lets take a look of that.
After taking a look of that the main conclusions that come up to my mind are:
But, does it mean that the Traditional CRM is dead? my opinion is that to leverage the power of the CRM we need both: the operational Traditional CRM but also the content driven Social CRM. Meaning the customer relationship management tools and strategies we needed all along.
It is about Twitter again. I spoke about how the CRM can look like in the following years, I explained how companies can identify the customer preferences through the web. Well it seems that the companies like Salesforce are taking advantage of this new step of the CRM and they integrated CRM with Twitter.
The integration will be available with the Salesforce Service Cloud package, which already connect customer service applications with cloud computing sites like Facebook, LinkedIn and Google.
The information that this integration can provide to companies is simple, they will be able to search through the ‘tweets’ that happen on Twitter every day to find out relevant conversations. Once an relevant tweet has been identified, a company can capture and monitor the conversation by creating a record in the Service Cloud that tracks the original post and the next replies of that.
“With Salesforce CRM for Twitter, enterprises can replicate this experience by keeping track of the conversations happening right now on Twitter.”
Micro blogging, CRM, Customers, Companies connected. Lets start a new generation of CRM
If a tree falls in a forest and no one is around to hear it, does it make a sound?” is a philosophical riddle that raises questions regarding observation and knowledge of reality.
Last week I was watching the talk of Sir Ken Robinson and suddenly he mentioned this sentence, and I though about if it is something I am experiencing with the customers… but more important, does it happen in our democratic system?
If we think about politics as (company) and citizens as (customer) the only time that we experience something similar to a real marketplace where you can sell proposals and people can buy them is when we have to vote; the elections. We are already seeing many politicians on both sides of the spectrum fighting for those who have more friends on Facebook, and those with more modern aspect dealing with the tools of the network. On the other hand my perspective is that the network can only be an advantage if it is not only consider as a campaign tool, but allowing the network to change the way that politics currently are, and to listen, interact, learn, collect, and propose to citizens.
The new tools that the network intelligence provides to democracy should help us to be in contact with politics and influence them more than before but also politics can know more about how to reach targeted people with the right message. It is not about how popular as a politician am I inFacebook but in how I can do the segmentation of the citizens not by color of skin or geographically but by communities, by behaviors, something that it is starting to happen now. As citizens we should realized the advantages of the network intelligence in a way of how can our feeling or needs can be solved before, also we may be able to choose not every four years but more often…
In the last American elections politicians parties started to use this “intelligence” in order to know more about us and to run campaigns efficiently, would it be also the moment as citizens to use this “intelligence” to improve our democracy?, we will see. Anyway the future is not in the stars, it is in the cloud, do you remember?
My colleague Yusuf recommend me to watch this interesting conference. Kevin Kelly shares a fun stat: The World Wide Web, as we know it, is only 5,000 days old. So the question is, how can we predict what’s coming in the next 5,000 days?
Kevin Kelly talk about how at the beginning, the internet was just a net: linking computers, in 2009 we have a net linking web pages but what is coming next? Kevin Kelly calls it: linking data withing the web… thats is interesting. How can we connect these concepts with CRM?
If the web gets into what Kevin expects it will, then the conclusion is that it will know everything about you, everything about what you like, everything that you are doing and what are your interest and preferences. It is scary if you are customer but imagine you are a company interested in providing the best services to your customers. But I would like to go deeper.
Now in 2009 customers are used to rate products, to express their preferences, to say how the product should be in the future, to influence other customers to buy one brand, to open themselves to the companies in term of behavior. So if now the customers are providing this information to the world we can wonder if the companies should buy a product to get information about their customers or if can be a better idea to get a service to identify all these information and make it useful for the company.
As conclusion we probably should speak about “the cloud” and cloud computing. In the CRM market one Salesforce is currently providing platforms for building and running custom applications “in the cloud”, they call it PaaS (Platform as a Service). But also Oracle may be the next one if we read the words of the Executive vice president of product development Chuck Rozwat in Oracle Open World:
“The currently experimental market will mature into a service for businesses as people will migrate more and more serious/mission critical applications to the cloud”
In the next post we will speak about “cloud computing”.
Enjoy the video
Last week I discovered Google Insights and as we do in this blog, I tried to connect it to CRM . This tool was initially launched with the advertisers in mind, and adds some cool new features like a world heat map to graphically display search volume and regional interest. It provides us a tool to understand and find out behaviors.
I search for CRM in the world and lets see the results:
As conclusion Google Insights helps us to compare the world’s interest on any topic. And after we had a look the results:
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:
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?
Image: http://www.flickr.com/photos/sarae/26455646/
Daniel Nieto Corredera
Francisco Domingo Pirrongelli
Yusuf Hasanogullari
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