CRM 2.0 Series mikemoir.com
Listening: 5 keys to enabling social insights
Process Description Vendors
1 Provides listening capabilities to filter out noise from the social sphere. Biz360, Buzzmetrics
Monitoring Encapsulate both metrics and measurement. Extract insights making (Nielsen), Cymfony,
measurement more effective. Radian6, SAS Institute,
Scoutlabs. Visible Technologies
Brand monitoring software that monitors and scrapes the social web, has team
based workflows and connects to existing CRM databases.
2 Mapping solutions identify relationships. Due to lack of single identity, companies Facebook (profiles), Gigya,
Mapping must link social profiles to customer records to provide a holistic experience. Google (profiles), OpenID,
SalesView, Spredfast, Sprinklr
First, find existing public profiles to match, like LinkedIn and Google profiles.
Additional database fields must be created that match customer records to social
3 Management systems bring CRM processes to life. Without a purpose, social data CoTweet Infor, KANA, Oracle,
Management is unactionable. RightNow Technologies, SAP,
Business rules and processes are needed to triage the right information to the SugarCRM
right teams in realtime. Tie back the social world and channels to existing
innovation, marketing, sales, support and service processes. Triage profiles to
create prioritization frameworks.
4 Middleware technologies glue the social world to the enterprise. Social CRM Boomi, D&B Purisma, IBM,
Middleware connects to nearly every customer facing system. Data will have to seamlessly Informatica, Oracle,
flow between systems, and advanced dashboards that Pervasive, Progress
provide intelligence. Software, SAS DataFlux, SOA
Software, Software AG, TIBCO
Apply technologies such as complex event processing, business process
management, business rules, workflows, data integration, and
process orchestration among disparate systems.
5 What you can’t measure you can’t improve, therefore organizations must be able IBM Cognos, Information
Measurement to benchmark what’s been done. Builders, Microsoft,
Oracle Hyperion QlikView, SAP
Advanced dashboards that provide intelligence. Measure based on business Business Objects, SASInstitute
objective like iimproved satisfaction,spread of message.
Source: Altimeter Group