6. What CRM is (or was) and how it has changed or evolved into Social CRM
Chess Media Group in collaboration with Mitch Lieberman decided to break down how CRM has evolved by taking things back to basics and
addressing the questions of: who, what, when, where, why, and how. http://www.jmorganmarketing.com/
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8. ソーシャルCRMの定義
What is Social CRM?
“Social CRM is a philosophy & a business
strategy, supported by a technology platform, business
rules, workflow, processes & social
characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually
beneficial value in a trusted & transparent business
environment.
It’s the company's response to the customer’s ownership
of the conversation."
~ Paul Greenberg, Author of CRM at the Speed of Light
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13. Social CRM コンセプトイメージ
The Experience Continuum diagram depicts how social CRM and Enterprise 2.0 work together. How does customer feedback
make its way into the enterprise, get managed along other data, get analyzed, integrated into business processes, acted
upon, and then disseminated again externally for your customers? This process then repeats and we see a continuous
relationship between the customer and the enterprise. It's also important to note that there is no distinct point at which SCRM
becomes E2.0 and vice versa; there is some overlap but you can see here that the two need to continually work together. 13