22K and Altimeter Group’s Social CRM Paper – plus a gap

Saw John Lovett’s post at Web Analytics Demystified about Altimeter Group‘s report on Social CRM = Business Transformation which took a closer look at tonight.

Social CRM is becoming one of the big success stories of 2010,  Ray Wang and Jeremiah Owyang are echoing what we already know when they released their  free report: Social CRM: The New Rules of Relationship Management.

This is a good first start in

  1. Identifying what your needs are for Social CRM (what category)
  2. Figure how mature that category of Social CRM is relative to all the categories
  3. Mapping vendors to each category

Pretty nice – using a methodology they created a map of Social CRM for us.

When they can, I hope Altimeter Group takes this study  further (or perhaps this is someone else’s job – perhaps Nathan Gilliatt who writes at theThe Net-Savvy Executive blog) by looking at  each category and each vendors’ implementation (Vendors to watch) – which is where the information would be most useful in my opinion.

Altimeter Group‘s  job is to provide a strategy document – a map of the terrain of Social CRM but that leaves a big question in my mind – what lies between what Altimeter’s Social CRM: The New Rules of Relationship Management and figuring out what to use ?

I see a big hole – (damn, maybe I should fill it …. now that’s a thought)!

Companies are dipping their toes into Social CRM (with Altimeter Group‘s blessing, no less, ) but there is little to help them figure out which vendor really is the best one for them – all the vendors for each category of Social CRM will claim they can do the job and are the best solution – but I doubt most of them are.

Meaning, there doesn’t seem to be many good partners that will actually help you identify which solution (of those mentioned) is the best for you (that is left for the customer to figure out for themselves – even though often, they may not be equipped to understand the complexities of what they are getting into).

The 18 Use cases ……..

Jacob Morgan said it in his own way … Report on 18 Use Cases for Social CRM

….. keep in mind that what they created is just a starting point. I just finished re-reading the report again and I think what they have put together is a great doc but I do have some ideas, thoughts, and notes on what they put together.

….. would have liked to see is a separation between what can be automated and what needs to be handled by a human.

…. in order to fully take advantage of SCRM a company would need to work with at least: Biz 360, Facebook Profiles, Sugar CRM, Informatica, and IBM Cognos.  I just don’t think that is realistic and then there’s the issue of integration and of course budget and resources (yes I know, a completely separate issue).

Reminds me of something a friend expressed to me … she was dismayed (being a idealistic, I suppose) that someone charges 22K to show up, give some general advice, then leaves (and never comes back).

BTW, this is not related to Altimeter Group, just to be clear (@jowyang asked me if that’s what I meant).

In fact, the only reason I brought it up was that there’s a large gap between giving advice, and implementing it.

Reminds me of anther client who contacted me recently and asked me for reputation monitoring for someone – I replied with my answer and put down – but with an extra “0” in the right by mistake (blame in on the iPhone and a too quick response)… ha, ha.

I was tempted to think …would happen if someone came back and said… OK – we’ll pay you that extra “0”  per hour…

Hmm, interesting thought – I quickly saw my mistake and wrote my client back – that if I could charge that much, I should quit what I’m doing and just do that.    Ok, i digress, enough.


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2 thoughts on “22K and Altimeter Group’s Social CRM Paper – plus a gap”

  1. Great post, we noticed the same thing, this immature market has gaping holes in a single vendor or a single service company that can do this…yet.

    In an embryonic market where innovation barriers are low, it’s no surprise that there are hundreds of vendors, islands of data, and disparate APIs and formats.

    Like the cambrian explosion, it’ll be fun to watch as the system starts to have dominant species devour others. We’ll be watching for sure.

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