Chapter 11. Social CRM: Achieving the Right Mix of People, Process, and Technology
In this chapter I will discuss the critical mix of three crucial components: the people, process, and technology that create healthy, two-way dialogues with customers. This critical mix must be adjusted throughout the initiative to ensure that Social CRM goals are met. Each of the components presents its own set of challenges that I examine in Part 4 of Social CRM. This chapter takes a more holistic approach, digging into why getting this mix right throughout the initiative is so important.
The people component presents the greatest challenge, because users are sensitive about change. Social CRM systems support and automate customer processes, and almost always ...
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