Social CRM Tech Trends -- Facebook Integration
For the past decade and a half, I have been involved with CRM implementations in various capacities. In that time, I have participated in the evolution of CRM from the days of in-house overly customized implementations to today's cloud based hosted CRM applications and ever evolving social media landscape. After mulling over the idea of sharing my experiences and thoughts through blog posts for a few months, I have finally decided to throw my hat in the ring.
I wish to present through my blog posts, my perceptions / opinions on the management, business and technical facets of CRM applications. I look forward to your comments and ideas. The point of blogging, after all is to engage with people of like interests in a community atmosphere. In that way, we can all benefit, regardless of whether you are a CRM consultant, a user or just someone interested in CRM and related technologies.
Let's begin with an interesting development in the 'Social for CRM' space. In a Q&A article posted on the Oracle website recently, Aaron Shidler, Oracle's Vice President of CRM Product Strategy and Management, mentioned that they are enabling the creation of service requests and leads from their Social Listening solutions. This implies that users of Oracle's Siebel CRM application will have greater flexibility in tracking customer complaints as well as generating leads from competitors' sites.
While such features are already available by integrating Siebel with tools like Buzzient Enterprise, this adds to an important question in the ongoing "CRM Wars" among the major technology vendors: How simple will this feature be for organizations with CRM software installations to enable and use?
For an example of what Oracle's competition in this space already offers, don the hat of a 'non-technical administrator' and log into the Developer Edition of Salesforce.com. With the help of a 'how-to' document, set up a connection between an Account/Contact in Salesforce.com with a specific account in Facebook and you'll see how powerful this feature really is.
Say, for example, you are a dissatisfied customer and you've posted your comments on your Facebook Fan Page. The Salesforce application will automatically generate a case for the attention of a customer service representative without you having to call the customer support line or send an email or letter. The key points here are the simplicity and ease of use.
I look forward to getting my hands on the aforementioned Siebel features and see how they compare to the ease and convenience of the Salesforce.com features. I'll be posting my findings in a future blog.
In the meantime, I look forward to your comments and suggestions. Is there a CRM solution you are interested in or features and functions that you'd like to see?