• Social Studies Blog. How to succeed in social business.
  • Infographic: The Evolution of CRM

    Update: Here’s a revised version of the infographic – and background detail from Jeff.

    Quick stats:

    • 77% of customers look for incentives and coupons on social media sites. »tweet«
    • 46% of customers turn to social media for effective problem solving. »tweet«
    • 80% of US consumers use social media to verify purchase recommendations. »tweet«
    • 60% of US consumers regularly interact with companies on a social media site. »tweet«
    • 55% of US consumers read user reviews onlines. »tweet«
    • 43% of US consumers say brands should use social media to help customers.
    • 21% of customers look for specialized, targeted marketing on social networks. »tweet«

    Click image for big-ass version:

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    Wendy Lea

    About Wendy Lea

    Wendy Lea is the CEO of Get Satisfaction. Wendy currently serves as an angel investor, strategic advisor and board member for a long list of startup companies. Wendy chairs the board for women’s entrepreneur group Watermark and serves on the board of Silicon Valley Social Venture Capital (SV2.org) and Corporate Visions. She has been recognized as a Top 100 Woman of Influence in Silicon Valley and was awarded the Watermark’s “Woman Who Made Her Mark” award.


    1. Andy,

      I am utterly disappointed in this infographic. I would rather call this a hypegraphic.

      How is this an infographic on the “Evolution” of Social CRM? All I can see depicted is how it is different from CRM.

      You missed out a crucial aspect about the Social Customer – the communities they form, interact with, and the collective clout (no, not Klout) these communities have over the businesses. How they help each other out.

      Irony, no? I guess that’s what GetSatisfaction tries to do as a business, right? Allowing customers to create communities where they would help each others out and thus strong arm the businesses into providing service in the GS communities? And you missed that VERY VERY key aspect.

      Social is not just the technology alone. What you have depicted as the Social Customer is actually, merely a Digital Customer, a Customer who wields the Digital Technologies (including the internet and the various paraphernalia on top of it) very well. The Digital Customer does NOT become a Social Customer unless they gang up together to help each other out, and if need be, use their collective voice as a major influence over the businesses.

      And you also missed out the part about how the Social Customer wants to co-create, the experiences as well as the products/services.

      Social is a behavioral characteristic & Co-Creation is a key aspect of this social behavior of the customer in conjunction with the business.

      And PR is going to drive the change? All the best. And right after that you mention everybody in the company does/is responsible for SCRM. Not to forget your own business model. Mixed signals?

      The sole section where you do try to chart out the evolution, its about what should be & what is. Nothing about how to go/it got from from the here to the there. BTW, the concept comes from Mitch Lieberman, while the design of the graphic came from Chess Media in a jointly published whitepaper. Since you have used your own graphic, I would presume the credit should go to him predominantly?

      Sorry if I came out pretty hard on you, but you are a trusted source and you have an obligation towards yourselves, your customers & the community at large.

    2. Thanks for featuring Chess in the infographic Andy, I think you guys did a great job of aggregating the information and putting it into one image. I think the best way to evaluate infographics is simply by asking, “does this help simply a concept that is currently not understood that well?” and “does it add value in the eyes of the clients that are going to be purchasing a product or service to help them solve this problem?”

      While I might not agree with everything 100% (and I doubt EVERYONE that reads this will) I do think that you certainly answered “yes” to both of the above points and this is something we have been trying to do at Chess with the infographics we put out as well. It certainly takes a little bit of time to put these things together but I think people find them quite valuable.

      Thanks again Andy and say hello to your team!

    3. Hi, Interesting attempt at a valuable topic, but it does read as very PR-centric. For Social CRM to work it can’t rely on only the PR department engaging with customers and sales, service, etc just being fed by PR, but that’s exactly what the ‘New Guard’ section indicates. Service must be empowered to engage directly with customers about their service issues. Sales must be empowered to engage with customers directly about sales opportunities. All of these groups need to listen to the voice of the customer directly, Social media listening and engagement can’t be owned by any one group.

    4. I simply cannot trust any information where no sources are given – got an online survey? I want to know the sample and its size!

    5. Hey there, nice web site you have got right now.

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