The promise of CRM was to allow businesses and customers to form better relationships — hence the name Customer Relationship Management. But did it deliver?
Rahul Sachdev, Get Satisfaction CEO and Siebel veteran, argues no in his Fireside Chat on the state of community last week (watch the replay and discuss the subject with Rahul here). CRM has helped make sales, service, and marketing functions better….but it hasn’t done much for the relationship piece.
Community can deliver on the unfilled promise of CRM by enabling:
One-to-many and many-to-many communication
Voice-of-customer conversations that are easy to analyze, respond to, and share
A shift in customer service culture
Watch the replay of the Fireside Chat between Rahul Sachdev and Wendy Lea, Get Satisfaction Executive Chairman and another Siebel vet, to learn what these community thought leaders have to say.