Star Wars & Social CRM
The first generation of CRM built systems that were technology-centric and monolythic
Designed for command & Control
An industry awakening put the customer back at the heart of CRM initiatives... success rates soared
Early successes were small, outcome-focussed and agile
The Force can be used for both good and evil
The high faliure rate of CRM led to several years in the wilderness
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"

CRM systems drove:

Marketing spam
Sales automation
Mechanical service
In the world of Social CRM "The Force" is the sum of customer tweets, diggs, yelps, blogs, sentiment... these put the customer in control of the conversation
Listen
Engage
Respond
Customer to Customer
Spam
Interuption Marketing
Twitter Storms
Ignore
Social CRM is the natural extension of CRM
Cross-channel alignment
Disjointed experience