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Star Wars and Social CRM
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Star Wars & Social CRM
The Force can be used for both good and evil
Designed for command & Control
An industry awakening put the customer back at the heart of CRM initiatives... success rates soared
Spam
Listen
Ignore
Engage
The high faliure rate of CRM led to several years in the wilderness
Interuption Marketing
Customer to Customer
Twitter Storms
Respond
Disjointed experience
Cross-channel alignment
The first generation of CRM built systems that were technology-centric and monolythic
The Force - “An omnipresent form of energy which can be harnessed by those with that ability…an energy field created by all living things that surrounds us, penetrates us and binds the galaxy together"
Early successes were small, outcome-focussed and agile
CRM systems drove:
Marketing spam
Sales automation
Mechanical service
Social CRM is the natural extension of CRM