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CRM 2 Definition #1

Page history last edited by Paul Greenberg 12 years, 3 months ago

Paul Greenberg (Take 2A, May 2008 - I came up with this one while on a different wiki page today):

 

CRM 2.0 is a philosophy & a business strategy, supported by a technology platform, business rules, processes and 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 (Take 2 May, 2008):

 

"CRM 2.0 is a philosophy and a business strategy, supported by a technology platform, business rules and processes, designed to engage the customer in a collaborative conversation to improve human interactions and provide mutually beneficial value in a trusted and transparent business environment. It is the company's response to the customer's ownership of the conversation."

 

 

 

 

Paul Greenberg (Take 1)

 

"CRM 2.0 is a philosophy and strategy for collaboration with customers through the provision of tools, technology, processes, culture, products and services, with an eye to providing experiences that will create appropriate value for all parties involved."

 

 

 

 

 

 

Mei Lin Fung MLF

 

"CRM 2.0 will be an exchange that businesses and customers can "dock into"  that matches or attempts to match customer needs, requirements and expectations with those businesses who can best fulfill them - this matching could be extended over time and be a multi-phase, multi-party process for more involved purchasing relationships" 

 

 

 

 

Peter Hascher

 

"CRM 2.0 is a unique customer experience that enables customers and companies to develop new products and use existing ones in close collaboration. The barrier-free flow of information allows the community to identify the respective needs immediately and deliver the right solutions in an Agile fashion. Overall, CRM 2.0 is inspired by postmodernism rather than modernism."

 

 

 

Axel Schultze

 

"Web 2.0, CRM 2.0 and human culture 2.0 goes hand in hand. My definition of Web 2.0 is:

Web 2.0 is the culture shift from view to act, from find to share, from passive to collaborate. 

 

CRM 1.0 was a software effort for 1 - CRM 2.0 is a collaboartion effort for many.

 

Comments (15)

Paul Greenberg said

at 1:42 pm on Jan 4, 2007

This is the first take I did about 2 weeks ago. This made me realize that this needs to be community defined.

Andrew Boyd said

at 1:04 pm on Jan 5, 2007

Some quick and random thoughts on definition one...

I think that tools, technology, process and culture (TTPC) should be logically separated from products and services (P&S). Either by design or happenstance, TTPC are inputs to the organization that, for better or worse, are the points of differentiation. If you do these things well, you have a sustainable competitive advantage, do these things poorly and your competitors win. On the other hand, P&S are the revenue generating activities (i.e. for lack of a better term, outputs). IMO, P&S's need to be designed to address the customer's individual needs and desires, whereas TTPC ensures that the P&S experience is differentiated and relevant to the individual customer's needs.

I do like the idea that the experience should provide appropriate value for all parties. In the past, I think that many CRM have been skewed toward the organization (with little or negative value for the customer) or, although less common these days, toward the customer (where the payback or ROI has been elusive). I think that the new definition needs to recognize that CRM should provide measurable value to both the customer and the organization. More later, and perhaps a go at some wordsmithing.

christopher carfi said

at 2:38 pm on Jan 12, 2007

Hi, all...refactoring this page a bit to hopefully make the conversation flow a little more smoothly.

christopher carfi said

at 2:41 pm on Jan 12, 2007

Paul Greenberg:

"CRM 2.0 is a philosophy and strategy for collaboration with customers through the provision of tools, technology, processes, culture, products and services, with an eye to providing experiences that will create appropriate value for all parties involved."

christopher carfi said

at 2:41 pm on Jan 12, 2007

Mei Lin Fung MLF<p>
"CRM 2.0 will be an exchange that businesses and customers can "dock into" that matches or attempts to match customer needs, requirements and expectations with those businesses who can best fulfill them - this matching could be extended over time and be a multi-phase, multi-party process for more involved purchasing relationships"

christopher carfi said

at 2:42 pm on Jan 12, 2007

Peter Hascher:"CRM 2.0 is a unique customer experience that enables customers and companies to develop new products and use existing ones in close collaboration. The barrier-free flow of information allows the community to identify the respective needs immediately and deliver the right solutions in an Agile fashion. Overall, CRM 2.0 is inspired by postmodernism rather than modernism."

christopher carfi said

at 2:43 pm on Jan 12, 2007

Axel Schultze: "Web 2.0, CRM 2.0 and human culture 2.0 goes hand in hand. My definition of Web 2.0 is: Web 2.0 is the culture shift from view to act, from find to share, from passive to collaborate. CRM 1.0 was a software effort for 1 - CRM 2.0 is a collaboartion effort for many."

Paul Greenberg said

at 7:56 am on Feb 7, 2007

Let me add another aspect of CRM 2.0: the customer ecosystem. The customer sits at the hub of multiple business ecosystems and is fully engaged as a member of the corporate ecosystems of the companies they are doing business with. They are no longer the objects of the business ecosystem, but its subject.

Anonymous said

at 7:22 pm on Feb 11, 2007

The organizing principles of CRM 2.0 are to create high value relationships between the enterprise and its customers, partners, and employees. High value relationships are those that drive continuous business process improvement as customers take ownership of the brand. Enterprises achieve continuous improvement by embracing meaningful dialogue and collaboration between all members of its value chain - resulting in constant improvement in the timeliness and quality of product and service delivery - truly improving the customer experience and the enterprise's value proposition. The experience and insights of one customer, partner, or employee benefits the common experience of all.

Tomas Kohl said

at 11:13 am on Feb 23, 2007

Let me join in: CRM 2.0 is an ongoing conversation between a company and its individual customers, as well as among these customers themselves, driven by a pragmatic desire to satisfy individual wants and needs. It recognizes the unique quality of each relationship and supports an ad-hoc reconfiguration of the value chain in order to create a truly personalized experience.

Rick Enrico said

at 1:12 pm on Jun 28, 2007

First, I think this discussion is great. Only 1% of all bloggers are contributors so I will join the 1%-ers.
CRM 2.0 is about the collaborative customer experience. Corporations are in need of a central customer profile system that pulls from multiple data points, is easy to integrate, updates in real-time and leverages customer interaction and Web 2.0 applications. Future systems must fuel diverse, segmented, individualized, meaningful, and automated communications through multi-channel means that benefit the customer on a superior and personal level.

Frank Diana said

at 11:52 am on Nov 8, 2007

There are some really good thoughts on CRM 2.0 woven among these various entries. The notion of high value relationships and collaborative product development resonate strongly with me. As collaboration technologies evolve (e.g. social computing) customer dialog becomes more intimate and frequent. I see a convergence of social computing and business intelligence that enables access to customer information on a different scale. Higher value relationships and new forms of innovation are the outcome.

Sarah said

at 5:21 pm on Oct 1, 2008

CRM 2.0 is about collaboration and context with social services mixed into one space to deliver higher business/sales efficiency, increased sales, and improved customer experience. Think about it - if you could get social network and business context information about a lead integrated into your CRM system like Salesforce or SugarCRM your sales teams would render much higher sales & closed deals. MindTouch Deki for CRM offers you a unique, highly customized and optimized solution building on CRM, collaboration, and business intelligence to help your sales teams excel...and that's what CRM 2.0 is all about. http://www.viddler.com/explore/MindTouch/videos/42/

Axel said

at 6:07 pm on Oct 1, 2008

Sarah, if we continue to think in leads, relative to prospects we try to sell something and the traditional selling paradigm, then we won't move toward a next generation of customer relationship model. The new model we are experiencing and actually begin to see is mind boggling. A great example: Facebook is a software company that runs a social network (I'm sure you know it). Facebook never placed an ad and facebook never did cold calls. Facebook never greated leads or did any traditional sales job. Facebook won 60 Million "Customers" in just a few years. Even so facebook is free and there are some other elements in it - WE ALL HAVE TO UNDERSTAND THAT NEW MODEL.

Sarah said

at 6:40 pm on Oct 1, 2008

Thanks, Axel. I think businesses are always going to have a bottom line/business objective/goal/whatever you want to call it - whether if it's an experience, a service, a web application, a product, a following, a passionate user base - whatever. So in the end, the best way to understand your consumer - what makes them tick, what creates an emotional bond between an offering and them, why they purchase/upgrade/advocate the things they do - is to grab insight into their social space & identity, the extent of their online experiences, their company's latest press, LinkedIn connections (who are you both connected to), etc. etc. The most efficient way to see that entire landscape of an individual or company is to pull it into one space as a mashup (a full landscape of a person's business identity + social identity = better understanding of that individual and how to relate to them in any context).

Facebook relied on word of mouth, advance social technology and a little luck from VC funding, Apple relied on a powerful experience, etc. A CRM system has yet to make a mark but integrating tools as mentioned above to create a better understanding of prospects will create a better customer experience, a powerful following, and a damn good offering.

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