The Age of Social: Thoughts from Forrester’s CRM Tweet Jam
This Wednesday Forrester
held another intriguing tweet jam around the Challenges Facing Customer Relationship Management in 2010. The two hour information session covered everything from CRM best practices to empowering your employees and customers, Social BPM and Social CRM, creating CRM Strategies, and even into the various silos and sub-silos that make up businesses. Most notably is the idea of a convergence of Social BPM
and Social CRM.
Many technologies have similar practices and methodologies. Ashish Bhagwat mentions in his blog that we are beginning to see the obscuring of lines between the different practices in the technology space. This idea of blurred lines and convergence, especially between Social BPM and Social CRM, stems from sharing a customer-centric focus on quality and efficiency yielding a model in which lines, boundaries and silos are eliminated. From this union, many interesting benefits arise including:
- More fluid communication between applications and less duplication of work
- A more unified approach helping to better serve the customer
- Reduced time and effort through bridging process gaps and information
Managing your business processes, your employees, your customers, and all the information that passes between is becoming easier to capture and use with the emergence of social technology and now with the possibility of more closely intertwined applications.
While, the jam was hosted by William Band and Dr. Natalie Petouhoff, a number of other Forrester analysts participated in the activity. The jam, overall, was a great session, provoking thought and surfacing many questions and ideas for consideration and future discussions.
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Mary Katherine Strupe