In the process of writing a bylined article today on CRM 2.0 and reviewing our company’s partnership with Jigsaw, it’s obvious that businesses are still struggling to define, and thus, leverage and understand CRM 2.0’s business benefits.
There are still the common definitions of CRM 2.0, or the CRM 2.0 imperative as I like to call it…which includes blogs, wikis, social networking and services, and even tiny content-delivery systems known as widgets. But what about the social Web, peer-to-peer activities, file sharing, and open source software?
When combined with the more-established technologies such as instant messaging, email, and forums, these are truly the tools that enable the creation of distributed communities built around common interests and goals, whether it’s socializing, commenting on sporting events and hobbies, or informing a user group to swap commentary on a particular business and its services. And it’s the phenomenon that has transformed the Web from a source of conned information, static messages, and banner-ad bombardment to a destination of sorts where people can interact with one another in the manner of their choosing.
Businesses in turn must respond, because whereas companies used to define themselves in concrete, defined, terms – describing what they do, what they make, or what market they operate in – this sort of point-solution identification has worn away and is now being determined about the consumer. As a result, customers are now pushing in terms of experience management. Strong trends have arisen, focusing on loyalty and satisfaction as key indicators of customer value. Businesses have realized they must compete on service and overall experience as opposed to simply price.