A Fundamental CRM Shift

Dean Carroll, General Manager - Touchstone CRM

- Microsoft, Vodafone, 30/30 Vision Consulting

Traditional CRM

“Customer Relationship Management is a business strategy with outcomes that optimises profitability, revenue and customer satisfaction by organising around customer segments, fostering customer-satisfying behaviours and implementing customer-centric processes”

Source: Gartner Group

Social CRM

“A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It is the company's response to the customer's ownership of the conversation.”

“CRM was about managing the customer. Social CRM is about engaging with the customer.”

Source: Paul Greenberg

The Business Impact of Social CRM

Traditional CRM Social CRM

Assigned departments Everyone

Company defined processes Customer defined processes

Business hours Always open

Defined channels Customer decides channels

Transactions Interactions

Inside out Outside in

Source: Nilsson Consulting

CRM Success Cycle: Strategy, Execution & Results

Touchstone CRM Success Cycle ©