Social Customer Experience


Part III: Chapter 09 “Social CRM and Social Customer Experience”

Chapter Summary
We’ve talked a lot about how social customer experience (SCE) looks from the customer side, the new experiences that customers want from companies, and the ways those experiences change the relationship between companies and customers. In Chapter 2 we talked about how the concepts of SCE relate to the ideas behind CRM and social CRM, and in Chapter 5 we discussed what the SCE ecosystems look like both on-domain and off-domain. Now we’re going to dig down into how organizations create a platform that brings SCE to life. Yes, SCE is more than technology, but technology makes SCE possible. And that technology today is as much about how all your customer-facing systems come together as it is about what specific social applications actually do.

Review of the Main Points
The key points covered in Chapter 9 are summarized here. Review these and develop your own vision and plan for a social CRM program:

  • Social CRM is less about a CRM than it is a fusion of social technology—Web 2.0—and the business-centric analytical processes associated with CRM.
  • Social customer experience connects with social customer experience concepts through external conversations and ideas—for example, off-domain posts or the end-product of your on-domain innovation community—to internal functions and personnel who are able to act on this information to improve the customer or constituent experience.
  • Social customer experience can;t be created without an integration of your processes, systems, and platforms already in place.

    Going back to the purchase funnel plus feedback concept that powers social-media-based marketing, social customer experience is the primary set of technologies that draw this feedback—measurably—down into the business. It is through CRM that a planned, replicable program for managing the conversations that occur on the Social Web can be implemented.