Re: [projectvrm] question. VRM-SCRM?

[Adriana Lukas < >]

Seems to me SCRM has as much 'relationship' involved as CRM does, just
looking for more data in the social media/web. That's what it boils
down to.

Adriana



On 14 July 2010 07:00, Jon Lebkowsky 
<
 >
 wrote:
> I should note that my own experience with listening platforms led me to
> believe that "SCRM" will have an unresolved noise problem.
> ~ Jon
>
> On Tue, Jul 13, 2010 at 11:45 AM, Dan Miller 
> <
 >
>  wrote:
>>
>> 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.
>>
>> -Dan
>>
>> On Tue, Jul 13, 2010 at 1:27 AM, Iain Henderson 
>> <
 >
>> 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...
>>> Cheers
>>> Iain
>>>
>>>
>>> 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:
>>>
>>> From: Tatyana Kanzaveli 
>>> <
 >
>>> Date: July 12, 2010 1:37:04 PM PDT
>>> To: 
>>> 
 
>>> 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
>>>
>>> <cts3010_large_photo.jpg>
>>>
>>>
>>>
>>>
>>>
>>
>
>
>
> --
> Jon Lebkowsky
> +1 512.762-6547
> http://weblogsky.com
>
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