One very poignant question that I got from a couple of folks at this conference was how do I get Web2.0 and social networking going with my existing CRM solution? Do I have to swap it out for some SaaS solution to get to it. And as much as every SaaS vendor out there might lead you to believe that the answer is "Yes" my answer to that is "No".
You "Mr Customer" can get the benefits of Web 2.0 or social networking today on your current CRM invesments. Here's how ...
Before we get into the How part lets get into the What part.
So what is Web 2.0? Now one can obviously Google for this phrase or look up its Wikipedia definition.
Here's what it means to me;
Web 2.0: There are two components to Web 2.0. The Web 2.0 products/services (generic or branded) that are available today (like Wikis, Blogs, FB, LinkedIn, GoogleApps etc) and Web 2.0 application development paradigms (like AJAX etc). I usually hesitate to call Web 2.0 technology because if we really look under the covers there are very few technology changes/advances that can be attributed to Web 2.0, its mostly using the same HTTP, XML, technology.
Social Networking: Its the ability to engage and participate in collaborative interactions with individual members of (or entire) social networks for mutual benefit in a trusted environment.
We used to do social networking in the pre-internet age by meeting up in clubs, bars, alum events and parks and now we're leveraging the advances in web applications and technology to do this virtually.
SaaS: Its the ability to take entire software applications or a subset of their functionality and provide it as a service that can be initiated, accessed, consumed and terminated easily without having to worry about the complexities of the underlying infrastructure. Its closer to the utility model like the water that runs in your taps or electricity.
Now getting back to the point, customers who currently have non-SaaS CRM investments can get to Web 2.0 and SN without necessarily having to switch to SaaS.
Not to boil the ocean I've picked up on the CRM SFA application that most customers would have today in their CRM portfolio and then mashed it with products/services that organizations can best leverage today from a Web2.0/SN perspective.
So lets explore what this new solution would maybe look like?
Proposed solution:
Wikis - Allow the sales team to leverage wikis for collaboration in the context of their SFA system and sales cycle. Integrate any web based wiki like a PBWiki or on premise version such that each opportunity and account can pretty much have its own Wiki link and teams can use that space to collaborate.
Blogs - Leverage blogs to post key sales and marketing messages to customers. So if you're a sales or partner/channel manager. Publish a blog that allows customers and partners to subscribe to the blog and get your key messages/campaigns. These blogs could be made public/private based on the content and level of privacy required.
RSS - Expose existing SFA data like Oppty's, Account, Collateral Updates and new Activities as RSS feeds for the sales team. This can also be extended to customers such that they can subscribe to various feeds from your organization and get updates. Now RSS/Atom is still evolving and there are not that many readers and examples of secure RSS feeds. However where HTTP Auth or simple Uid/Pwd like security would suffice there are solutions available today that you can leverage.
Ideas Boards - Create ideas boards for getting direct customer input on enhancements and suggestions for improving existing products/services. These seem to have made a revival with a Web 2.0 spin so that customers can interact amongst themselves, rate ideas and provide a direct interaction channel with the organization. Under the covers these would still funnel into Service Requests that would crystalize into Enhancement Requests that would ultimately be delivered as new products/features/services if enough customers voted on it etc.
FB and LinkedIn - Integrate existing sales contact/account information in the CRM application with some of the large and relevant social networks like FB and LinkedIn. These integrations are pretty light weight and with API's that these vendors expose it is pretty straightforward to get some of this information mashed up with your existing Account/Contact info. The challenges I've seen here are mainly around how accurate and relevant is this information. Currently its a hit-or-miss depending on how actively your target is leveraging one of these mega networks.
Widgets/Gadgets - Provide a gallery of widgets/gadgets (desktop and online) that allow the sales team to identify critical slices of the application functionality and data and take that slice with them. With a light weight footprint and web services based integration these are pretty easy to create and distribute within the enterprise and to your customers/partners.
Voice based interaction - Allow voice based interaction with the CRM systems so that a sales rep on his way back from a call can jot his/her action items/notes without getting into the application. ( a - la Jott)
Existing Chat/Collab - Leverage existing collaboration mechanisms like chat (from the enterprise, Yahoo, Google or FB)
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Ok I can go on with this list for a while, but think Ive identified the top 3-5 Web2.0/SN things that customers want to leverage with their existing CRM solutions.
Having prototyped most of these things myself I can very comfortably say that all of these do not require any SaaS under-pinnings to get you the benefits.
I'd love to hear your feedback, comments and experiences on this.
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