Social Customer Relationship Management (Social CRM or SCRM) can mean many things to many people and organizations. This post explores visually what a Social CRM process for organization can look like.

Social CRM has been quite the hottopic as of late. However, much of the discussion has been focusedaround ideas and what some would argue as “theory.” I’m not one toclaim that I have all the answers or have a pile of case studies hangingaround. However, I’m also the first to admit that I enjoy exploringwhat models and frameworks around Social CRM can look like, perhapsgoing a bit deeper into the topic by providing visuals. 

Social CRM Process 

One of thethings we haven’t really been able to see is what a SCRM process or flowof information could look like. I’m not going to argue the definitionof Social CRM but I’d like to get into more detail in terms of what Ithink the process actually needs to look like.

A little while ago ChessMedia Group, in collaboration with Mitch Lieberman, developed thefollowing image which I believe is a great starting point forvisualizing Social CRM within an organization -- a sort of Social CRM“map” if you will.


If you look at the image above you will see that information flows in the following way:

Learning Opportunities

  • The community provides feedback via offline or online channels.
  • If the channel is online then it is monitored and picked up by a“listening” tool which then integrates with a CRM system to providecustomer information. If the channel is offline then it goes directlyinto a CRM system. 
  • The information collected is automaticallyrouted to the proper person in the proper department (several vendorsare in the process of working on this to make it happen, others havesome form of this developed already).
  • Once the person receivesthe information they can decide how to respond which will either be amacro response (public) or a micro response (private), or both.
  • The response is funneled through business rules which will dictate how and where the response will take place.
  • The response is once again captured by the CRM system so that the record is complete.

A Starting Point

Idon’t think this model is perfect, in fact I think it’s far fromperfect. However, I believe this is a good starting point fororganizations to look at and try to understand what their processes CANlook like. 

Some organizations, for example, deal with multiple CRMsystems. If that’s the case then those multiple CRM systems need to beshown. You can then replace things such as “listening tool” and “CRM”with actual vendors and solution providers that integrate with oneanother.

So now let’s open this up to feedback, what do youthink of the process diagram? What is missing and what needs to befixed? I’d love to make this a collaborative effort so pleasecontribute your thoughts