I like the diagram in Iain's post. Makes it clear how "locked out" the individual customer is from the back office "CRM" resources. The "s" in "scrm" is short for "slaves of..." since it was all sort of developed in the era of master/slave computing architectures.
I think it's all very nice that we think that VRM "fits" with SCRM, but I'm not feeling it, and I'll listen with interest to the presentations because I think we're shoehorning the tenets of VRM into terms that some of the visionary members of the CRM community can understand. But CRM systems are engineered and architected to impute a customer's intent based on past history and what is known about current context. Cheaper computer memory, faster CPUs, more capacious peer-to-peer networks, smarter (context- and location- aware) devices make CRM feel more "social" and can provide more opportunities for serendipitous responses. But, they are still largely a cocktail of imputed-predictive-reactive responses to "metadata" about a customer orchestrated to fulfill on a short list of success metrics like (that tend to be media specific. For telephone contact centers (the sites of the early CRM implementations) those were: first-call resolution, low-hold times and customer satisfaction (gleened from a number of post call surveys), balanced against productivity measures, like "agent work time", automated resolution (call deflection) and the like.
If there is a continuum from locked down CRM to VRM that goes through SCRM, complexity is the catalyst. Right now only a small fraction CRM systems are adapting to multiple talk paths, like email, forums, "chat", IM and micro-blogging. The age old algorithms that made it possible to predict spikes in activity based on mass marketing campaigns are over. With them go the home grown formulae for imputing with great certainty nature of "the next call [or email, or tweet...]" and the intent of the caller. Companies (sometimes called "Brands") are feeling the heat to "do something with social media" and chances are the budget for carrying out those projects will come out of CRM, customer care or communications infrastructure budgets. If you follow the money, you understand why it is cast as SCRM, rather than VRM.
-DanOn Tue, Jul 13, 2010 at 1:27 AM, Iain Henderson < " target="_blank"> > wrote:
Hi Kaliya, here's a post from a while back suggesting the fit.Or the short version, as said elsewhere - VRM comes from the individual side and CRM from the organisation side, ideally they meet somewhere in the middle...CheersIain
On 12 Jul 2010, at 22:39, Kaliya wrote:I know you guys have likely covered this but I am not the most through tracker of the list. And perhaps this is an opportunity to answer a question definitively.
What is the difference between Social CRM and VRM?
The below e-mail I got made me ask the question.
-Kaliya
Begin forwarded message:<cts3010_large_photo.jpg>From: Tatyana Kanzaveli < " target="_blank"> >
Date: July 12, 2010 1:37:04 PM PDT
To: " target="_blank">
Subject: [NextNow] Global Social CRM Community is making a history tomorrow!
Dear all,
Tomorrow, on 7/13 at 4:00 pm PST Global Social CRM community is making a history by participating in a worldwide event (16 countries) via TelePresence out of 3 locations: Santa Clara, CA; Washington, DC and New York, NY; via WebEx, Livestreaming video, Twitter and Wave.
Meeting will start with introduction video by Paul Greenberg, followed by master interviews with Natalie Petohouff, Ray Wang, Mitch Lieberman, Brian Solis and Frank Eliason.
They will cover the following topics:
• - How SCRM plays in the world of enterprise applications;• - Justifying Communities in SCRM planning;• - How does SCRM work for SMB?• - How communities grow from Twitter..
This will follow panel discussions with LaSandra Brill [CISCO], Katy Keim [Lithium], Munish Ghandi [HyLy], Peter Grambs [Cognizant], Kira Wampler [Ant's Eye View] moderated by Esteban Kolksy.
Topics that will be discussed are:• - Using online communities for SCRM;• - How are communities being used today?
• - How has the advent of the Social Customer changed communities?• - How are businesses reacting to these new social-networks-as-communities?
• - Is there a business justification for using communities?• - What can we expect going forward?• - How can a business benefit from using communities?• - Case studies.
You can follow #globalscrm hashtag on Twitter; watch live video stream: http://www.justin.tv/richreader#r=11CM164~&s=li ; or join via WebEx http://www.meetup.com/BayAreaExecutives/calendar/13796073/ - instructions.
Nice coverage of the event in Washington Examiner:
http://www.examiner.com/x-33257-DC-Social-Media-Marketing-Examiner~y2010m7d8-Social-Media-enthusiasts---Global-SocialCRM-meetup-conveniently-virtual-July-13th-7-pm-EST-scrm
Onsite TelePresence suites are booked, but you can join us free via WebEx and Livestream.
Special thank you goes to our sponsors:
CISCO TelePresence
Marriott Hotels
Lithium Technologies
HyLy
Ant's Eye View
and our TelePresence suites hosts:
Shashi Bellamkonda [DC]
Mitch Lieberman [NY].
Video production by Rich Reader.
See you tomorrow!
Tatyana
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