AT last the begining of a understanding in the world of high paying IT customers that CRM is dead as we knew it!
Social CRM (SRM): Once opportunities register, scalability, resources, and efficiencies quickly necessitate consideration and support resulting in a modified, or completely new, infrastructure that either augments or resembles a CRM-like workflow. Combining technology, principles, philosophies and processes, social CRM (sCRM) establishes a value chain that fosters relationships within traditional business dynamics. As an organization evolves through engagement, sCRM will transform into SRM – the recognition that all people, not just customers, are equal. It represents a wider scope of active listening and participation across the full spectrum of influence mapped to specific department representatives within the organization using various lenses for which to identify individuals where and how they interact.
Forrester predicts the era of Social Commerce, the future of the social Web as I see it, starts to embrace a corporate philosophy and supporting infrastructure that migrates away from CRM and even sCRM to one of Social Relationship Management or SRM. This will usher in the fifth era as observed by Forrester. And, SRM is also acutely cognizant of and in harmony with VRM (Vendor Relationship Management).
VRM is the opposite of CRM, capsizing the concept of talking at or marketing to customers and shifting the balance of power in relationships from vendors to consumers. As such, systems are created to empower consumer participation and sentiment and improve products and services with every engagement.
Should we think the unthinkable and finally adopt a set of new rules which are aligned to actually what is happening this new world of social collaboratio online? Yes I do think so........