Master-Thesis about CRM 2.0

I am thinking of putting my thesis online - would anyone be interested?

The End of Management

You have to read this very nice article about management and how it doesn’t fit into the 21st century:

http://online.wsj.com/article/SB10001424052748704476104575439723695579664.html

Very good research collection on how the model of large managed corporations will be obsolete in the future and Enterprise 2.0 will get successful.

We can see many examples in the corporate landscape that follow the path of Enterprise 2.0 like

• SAS (listed in the article)
• Dell and Starbucks (collecting ideas from outside the company)
• Nike (design your own products)
• Zappos (flat management structure and motivated employees)

I am sure the list goes on and on (feel free to add examples in the comments section) and shows that there is a need for change in our thinking in regards to management and the way we (want to) work. That is why I wrote about the “Customer Relationship Model 2.0” and not referring to it as “Management” anymore…

What do you think about this? Another hype that will be forgotten in 5 years? Traditional Management is about to die? Or something in the middle?

Technorati Tags: Enterprise 2.0,CRM 2.0,Management

Does every company need CRM?

If you listen to the CRM tool vendors, it is crucial for every business (independent of its size) to use a CRM software in order to streamline its processes and collaborate effectively with customers and across the organization.

But is this really true for all kind of businesses and all sizes?

First off – I do not think that there is something like a “one fits all” solution for CRM. Even the vertical solutions from some vendors cannot immediately fulfill all the needs without adaption and customization.
And if you think of CRM as a Philosophy rather than a piece of software, installing a CRM tool will not provide a competitive edge anyway. The “me too” approach does not differentiate and thus is limited in its ability to deliver value to the company and its customers. Focus usually is around cost savings and process automation – nothing that will dramatically increase the customer satisfaction or the customer experience.

So what to do with small businesses (SMBs) that think about CRM and do not want to spend a large amount of money into licenses and consulting / implementation projects?
Good news is that there are so many free (or low cost) options out there that it makes sense to think about creating a CRM strategy that does not rely on a fully integrated CRM suite with a high price tag. With a limited number of users it is possible to create an outstanding customer experience by using the tools that customers use (which are usually the ones that are available without cost) and streamline the activities solely by outlining and communicating a CRM 2.0 strategy.

Ideally the used tools offer some kind of integration to avoid the creation of application or data silos. With the emerging standards, more and more applications will offer the possibility to take part in workflows that span multiple applications, departments or locations. But even if there is no possibility to automate this integration, I truly believe that it is not a big issue to do some of the internal collaboration manually.

Again, if the strategy is clearly set and communicated, it is no big deal to export and import some data and send it around via email… Crucial is that the people (i.e. employees) collaborate and pull together.
With smaller companies this is more important than a highly integrated CRM suite and well defined (but rather inflexible) automated business processes. The attitude of collaboration and co-creation will also help engaging better with customers and thus take the Customer Relationship Model to the next level…

Another side effect is that the employees are able to use the tools the know and love – this Enterprise 2.0 approach will also attract and maintain talent within a company.

In the next post I will outline some free or low-cost alternatives for SMBs when it comes to CRM – stay tuned…

Technorati Tags: CRM 2.0,Customer Relationship Management,SMB,CRM suite

Portability of (social) profiles

Create and maintain one single online identity and log on to the various social networking platforms wit a single logon?
Choose which information is seen by which platform and let them exchange messages and information (after allowing them to do so)?

While we are currently far away from this scenario and everybody has to deal with many user accounts on various social networks (and the associated logins), I truly believe that there will be mechanisms in the future to be able to streamline this mess and finally make our lives much easier.

Concepts like OpenID and Google’s OpenSocial might be an option to do this – if they will reach the critical mass. OpenID is already widely adopted (e.g. Google, Yahoo, Facebook, myspace, etc.). OpenSocial is a open API that can be used to exchange data between several social networks but is heavily competing with Facebooks proprietary API (Facebook Platform).

Recently I see data exchange happening more often, especially when it comes to find existing friends on a new network. On the long term I think there will be only few social networks in every niche, which will make the integration between them and platforms in other niches a little easier.

Not only will the life for users become easier, but also CRM 2.0 will profit from having standardized APIs and Authentication mechanisms. Next generation CRM tools will be able to access user data (after they have agreed to do so…) and will be able to provide much better and more personalized services to every single consumer. With this information, a corporation will be able to have meaningful conversations even with millions of customers around the world.

Of course I hear you shouting for security and warnings around the surveillance society – and actually I think this will become a big issue. For sure there will be fraud (just imagine what Google could do with the massive amount of information it has from every single user…), but as the hype settles and the technology becomes more stable, so will the security and trust in companies will rise. Many people will be fine with companies having access to their personal data in order to provide better service and a unique customer experience.

Technorati Tags: Social CRM,sCRM,CRM 2.0,OpenID,OpenSocial

Service Cloud2 – Salesforce.com taking Customer support into the cloud?!

Salesforce.com has always been very visionary and successfully pushing the SaaS model into the market for sales force automation (SFA).

In their presentation of the “Service Cloud2” yesterday, they showed that the same SaaS model can also work for customer service and support.
Marc Benioff said that the average service and support applications are about a decade old – and I would totally agree with that. Having seen some installations and the associated data centers behind these applications, I can imagine the potential that Benioff sees in this market and that customers see in potential savings.

SFDC presented some very important new modules of the Service Cloud2 that are indispensable for high quality customer support:

• A knowledgebase (competing with RightNow)
• CTI integration (powered by CISCO?)
• Integration to social networks (like Facebook and twitter)
• Customer portals and communities (competing with Jive SBS)

While all these elements are not new and there are solutions out there to handle them, SFDC is probably the first one that is able to deliver a fully integrated solution (including crowdsourcing) out of one hand and paid solely per usage. This will allow small and medium sized companies to deliver a great customer experience with very little upfront investments in infrastructure and licenses.

Very obvious that putting all CRM in the hands of SFDC also has the risk of a vendor lock-in. And realistically, even if they call this a cloud, it is still not what I would call true cloud computing and it will not be possible to easily switch parts of the CRM to some other vendors or ‘in-source’ the application in the future.

But still, this is a very nice vision that Benioff and his team are bringing to a life and I am very sure that it will be as successful as the SFA module was.

Technorati Tags: CRM 2.0,Salesforce.com,Service Cloud,Customer Support

Twitter - just a temporary hype?

I just read a post from Jennifer Leggio talking about twitter presence and overall social media strategy of corporations. And I have to agree that twitter has a somewhat limited value in a CRM 2.0 strategy as well.

The Comcast example might not be the blueprint for followers.
On one hand the twitter user numbers still seem to be growing fast, on the other hand I see lot of the communication moving to other platforms like Facebook. User numbers not necessarily visualize the amount of valuable information that is transmitted through such a platform.

My personal feeling is that the future will be a mashup of several social networks. Users will be looking for applications that combine the data streams seamless. I am using TweetDeck which has Facebook and MySpace connectivity already.

The idea of short messages enriched with pictures, location information and links to other sites might stay, but will twitter be around in a couple of years? Who knows…

Technorati Tags: CRM 2.0,Twitter,Social Media

Socialnomics: Social Media Revolution

Looks like there is a new name in town… what happened to the Wikinomics?! The short version of the video mentioned earlier also re-uses the business velocity theme.

Check out the interesting video response from tippingpoint labs:

Not 100% sure if the hula hoop is a valid comparison, though… what is the value add of a hula hoop, really? not much I would guess. Social Media has more to offer I’d say.

Technorati Tags: Socialnomics,social media,CRM 2.0

CRM 2.0 Presentation

…done for my Thesis Defense last Saturday.

The goal was to squeeze the Thesis into a 20 minute presentation, so I put many slides into the backup section. I still could not finish within the 20 minutes, though…

CRM 2.0 By Guido Oswald

View more presentations from Guido Oswald.

Technorati Tags: CRM 2.0,Enterprise 2.0,Social CRM,Master Thesis Defense

Salesforce.com the big winner in 2009 ?!

The CRM Magazine has published the winners of their CRM Market Awards for 2009. Looks like SFDC is the dominant player, winning the top four categories (not really playing in the other categories).

Marc Benioff (SFDC CEO) is listed as one of the eight most influential leaders (next to Anthony Lye from Oracle and Tony Hsieh from Zappos). I am missing Paul Greenberg in this list…
It is noteworthy that Tony is in this list as someone that is actually doing CRM 2.0, not just talking about it or selling software that is supposed to implement successful CRM. This is a good example of how CRM 2.0 can look alike without spending too much thoughts on the technological or theoretical side of it, but just DOING it.
Tim O’Rielly (Enterprise 2.0) is also listed, because of his vision of the modern enterprise. Again, Tony has shown how this vision can be executed… Let’s hope Amazon can keep up this momentum and learn from Zappos rather than applying the Amazon culture.

Besides the extreme dominance of SDFC there is not a lot of surprises in the list of winners. Microsoft is massively gaining ground and I am unsure how Deloitte won the consultancies category – looks like they have done some successful projects to pass Accenture, IBM and Capgemini…

Amdocs (ex Clarify) does not show up anymore – looks like they killed the CRM business and put focus (back) on billing and their QPass and Cramer acquisitions. Although Rogers finally decided to upgrade to CES 7.5 and SmartClient, I am not seeing any new logos for Amdocs CRM in the past year).

Technorati Tags: CRM,Market Awards 2009

Social Media Ad

just came across this YouTube video that has some impressive numbers to show that the rise of social media (through Web 2.0 technology) definitely has begun…

Interesting that it picks up the comparison of the time to reach 50 million users.

Technorati Tags: social_media,CRM 2.0,business_revolution