Comments on: Twitter for CRM, or CRM for Twitter? http://www.crmoutsiders.com/2009/03/23/twitter-for-crm-or-crm-for-twitter/?utm_source=rss&utm_medium=rss&utm_campaign=twitter-for-crm-or-crm-for-twitter Former analyst and journalist discuss CRM from the vendor-side Thu, 09 Feb 2012 18:49:59 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Mark Parker http://www.crmoutsiders.com/2009/03/23/twitter-for-crm-or-crm-for-twitter/comment-page-1/#comment-1118 Mark Parker Sat, 28 Mar 2009 06:53:24 +0000 http://www.crmoutsiders.com/?p=685#comment-1118 Hi Martin, I saw that and rolled my eye’s – more analyst getting sucked into the spin that is SFDC these days. I’ve blogged a couple of times on the fact old news is new news when SFDC is involved. Enough rant and back to your question…I think the latter is more the case. We use platforms like SugarCRM to manage interactions and how we do this has evolved from the phone, to email, to IM, and now to Twitter. I have to admit I was really surprised to see SFDC pigeon hole Twitter as a service component. I think they’ve done themselves a massive disservice. Whilst the immediate logic is that Twitter can be a nice way to have real time interaction this is really missing the underlying value of Twitter. Twitter represents another window into the soul of the customer (or prospect, or former customer). The type of information that can be gleaned from Twitter will be useful across the enterprise – marketing, sales, and service (not to mention R&D). Twitter coming into CRM is possibly only the tip of the iceberg. I think the real value is how we use tools like Scout Labs to capture this “noise” and route it to the right people in the enterprise. The real value (and this is where I think SFDC has totally missed the point – like their not even in the stadium) is how you plug SugarCRM and Scout Labs (social media monitoring) together so that the enterprise has a tab that is “What am I hearing”. This could/would be tuned to the various departments or roles in the enterprise. This is an exciting new world. This type of world is where I’d like to see SugarCRM go. Imagine a dashboard element that shows the trends of positive and negative sentiment about a new product launch? The possibilities are endless… cheers Mark Hi Martin,
I saw that and rolled my eye’s – more analyst getting sucked into the spin that is SFDC these days. I’ve blogged a couple of times on the fact old news is new news when SFDC is involved.

Enough rant and back to your question…I think the latter is more the case. We use platforms like SugarCRM to manage interactions and how we do this has evolved from the phone, to email, to IM, and now to Twitter.

I have to admit I was really surprised to see SFDC pigeon hole Twitter as a service component. I think they’ve done themselves a massive disservice. Whilst the immediate logic is that Twitter can be a nice way to have real time interaction this is really missing the underlying value of Twitter. Twitter represents another window into the soul of the customer (or prospect, or former customer). The type of information that can be gleaned from Twitter will be useful across the enterprise – marketing, sales, and service (not to mention R&D).

Twitter coming into CRM is possibly only the tip of the iceberg. I think the real value is how we use tools like Scout Labs to capture this “noise” and route it to the right people in the enterprise. The real value (and this is where I think SFDC has totally missed the point – like their not even in the stadium) is how you plug SugarCRM and Scout Labs (social media monitoring) together so that the enterprise has a tab that is “What am I hearing”. This could/would be tuned to the various departments or roles in the enterprise. This is an exciting new world.

This type of world is where I’d like to see SugarCRM go. Imagine a dashboard element that shows the trends of positive and negative sentiment about a new product launch? The possibilities are endless…

cheers

Mark

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