“Like” Wow…When did eCommerce Crash the CRM Party?
I’m happy to say that all these years of tilting at windmills, trying to get folks to think holistically about eCommerce with respect to front-office CRM are beginning to pay off. In a recent Gartner report cited in a terrific software blog by Louis Columbus, he cites Gartner giving equal heft to eCommerce priorities relative to Sales, Marketing and Customer Service.
Obviously, right? eCommerce systems are a means to monetize the Social Enterprise, one of the tangible metrics for measuring positive customer engagement that is the nexus of front-office CRM. The bottom line for “Likes”.
Succeeding as a Social Enterprise means thinking holistically about eCommerce beyond traditional marketing, sales and service functional boundaries because functionally oriented “inside-out” approaches to CRM can undermine holistic benefits. An “outside-in” approach that starts with the Customer, anticipates their needs and sets up a framework for response is far more likely to drive positive customer engagement. Driving more eCommerce transactions should be one of the goals for this engagement, and a logical way to measure CRM success in the Social Enterprise.
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