The document defines social CRM as moving from a process-centric approach focused on contact management to a conversation-centric approach focused on community management. It involves engaging all employees rather than just customer service representatives and building sustained engagement through dynamic channels rather than periodic connections. Social CRM creates a ecosystem where customers and employees jointly contribute to collective intelligence through open participation channels and community-driven activity.

1. Defining Social CRM
Peter Kim
Managing Director, North America
May 2010

2. Dachis Group | Social CRM
How does CRM become social?
From To
Roles Customer service representatives All employees engage
Function Process-centric Conversation-centric
Approach Contact management Community management
Channels Well-defined Dynamic and evolving
Value Periodic customer connections Sustained engagement
Model Simple transactions Complex relationships
® 2010 Dachis Group. Confidential and Proprietary

3. Dachis Group | Social CRM
Visualizing the Social CRM ecosystem
Participation and
Structured and oversight
unstructured data
Employees
Self-
service
Community generated
activity
sCRM
Customers
• Open participation channels
• Community-driven Collective
• Joint accumulated value intelligence
• Scalable relationships
• Improved and emergent outcomes
® 2010 Dachis Group. Confidential and Proprietary

4. Dachis Group | Social CRM
About Dachis Group
• Founded in 2008
• Located in Austin, Portland, St. Louis, London,
Amsterdam, and Sydney
• Deliver research, strategy, and implementation
The Estee Lauder Companies Coca-Cola Yum! Brands
Citibank Intuit: TurboTax Forbes, Inc.
® 2010 Dachis Group. Confidential and Proprietary

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