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Monday’s Musings: Why Every Social CRM Initiative Needs An MDM Backbone
Posted By R "Ray" Wang On August 31, 2009 @ 02:18 In Apps Strategy,Astadia,CCM,cdi,continuous customer management,crm;,customer data integration,Customer Hubs,customer relationship management (CRM),customer service,eCommerce,Enterprise 2.0,enterprise applications,enterprise apps,Enterprise apps strategy,Enterprise Software,ERP,Esteban Kolsky,Facebook,master data management,MDM,Oracle,Oracle E-Business Suite,R "Ray" Wang;,SaaS,Social CRM,social enterprise,social enterprise apps,Twitter,Uncategorized,University of San Francisco | 15 Comments
Proliferation and access to new social tools creates significant challenges for organizations
Organizations engaged in Social CRM initiatives often start out by monitoring the chatter and conversation across a few platforms and channels such as Facebook and Twitter. As these organizations increase their savviness, they quickly realize the enormity of the challenge. The exponential number of touch points and algorithmic channel complexity puts to shame yesterday’s eCommerce strategy and the dated tools designed to address multi-channel. In order to cut through the high noise to signal ratio, organizations must determine how best to manage the complexity and scale of data being generated, amidst a transforming landscape where:
Basic business questions must be addressed in every Social CRM initiative
Despite the massive scale of collected, fragmented data, Social CRM initiatives complement other relationship management initiatives in asking and answering key questions such as:
Organizations seek automation technologies to resolve master data issues.
Master data management (MDM) provides a set of technologies that address the acquisition, cleansing, enrichment, and distribution of data. With so many channels and so many sources, Social CRM initiatives require MDM technologies that (See Figure 1):
Figure 1. Consistent Information In Social CRM Requires A MDM Backbone
Recommendations – apply continuous customer management (CCM) processes before implementing MDM technologies
Form follows function.  MDM technologies should not be implemented without a clear understanding of how customer management and data governance processes will be adopted. Five hallmarks of CCM include (see Figure 2):
Figure 2. Continuous Customer Management (CCM) delivers 5 unique stages
Have you begun your Social CRM strategy without MDM? What MDM issues do you face? If you have put MDM to use in Social CRM, let us know any lessons learned. Post your comment here or reach me direct at r at altimetergroup dot com or r at softwareinsider dot org.
Copyright © 2009 R Wang. All rights reserved.
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 Form follows function.: http://blog.softwareinsider.org/2008/10/21/tuesdays-tip-master-data-management-focus-on-the-end-in-mind/
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