abkürzungsdschungel – wohin des weg’s?

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soll social crm nun social crm oder scrm oder doch nur srm heissen? oder was genau bedeutet denn nun social crm wirklich. das war letzthin eine frage auf linkedin. fand ich spannend. und auch die antworten. für mich ist srm ganz klar ‘supplier relationship management’ – ein ausdruck geprägt von SAP. nun ja, meine antwort darauf war:

What SCRM really is has been provided by Paul Greenberg in a definition:
“The customer is in control of the conversation. SCRM is the company’s response to the customer’s control of the conversation. There is no joint ownership of the conversation. But there is no control by one or the other of the relationship between them. Though the “power balance” can lean toward one or the other. Right now it leans to the customer.”

so basically SCRM for me also is not about relationship-control or management of relationships first but about enabling conversation and building a trusted environment by the company for the markets participants. the step ‘before’ or ‘after’ the relationship-stuff. basically that what we intuitively wanted to accomplish with ClassicCRM (:-)) years ago. but now we have the tools to do it.
yes, SocialCRM is overused – by far in marketing and sales term. personally I think its more important to give our customers consulting about the ‘new way to do business’ than providing them new abbreviations. conequently when I talk to someone in company I talk about CRM in a sense of an integrated communications approach which also covers social media but also the new tasks needed in the company to comply the world outside.
the term “Social CRM” should – in my view – only be a term to reflect the acceptance of the companies for the new customer behaviour and the resulting adaptions to internal processes.
but perhaps – as a non-english native speaker – i got your remarks completely wrong. just my 1-cent-euro…
p.s. SRM is for me SupplierRelationshipManagement and will be understood mostly by managers also like this

betreffs SRM war noch eine sehr gute replik im thread:

SRM as it relates to Supplier Relationship Management may have been coined by SAP a few years ago but it never took off and the consumer world has no clue what it is. VRM (Vendor Relationship Management) is what Supply Relationship Management was supposed to be. It is building momentum rapidly and some of the leading minds in the field are championing it like Doc Searls. VRM think-tank at Harvard – http://cyber.law.harvard.edu/projectvrm/Main_Page

nun – ich denke und bin wirklich davon überzeugt, dass wir mit ‘social crm’ oder ‘scrm’ weitergehen müssten. und ja, eigentlich ist die abkürzung egal, weil es am ende wirklich wichtig ist, was wir mit dem neuen konzept wirklich machen und wie wir es einsetzen. und schluss.

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