A couple months ago, I realized that it was time to renew my passport. I downloaded the forms, filled them all out, dropped by town hall, where I had my official exact size and specification photo taken, verified the details and then mailed the passport application. The application stated something like: “Please allow 6 weeks for receipt of the your passport”. 4 weeks later, there it was, in my mailbox. I was able to check the status online, but never actually did it. Ok, it was just a passport, and the government is the only game in town, but my expectations were met. I did not worry, there was no angst and the event passed without much fanfare
Whether it is a purchase at the local grocery store, a software purchase online, a car, or a phone and the associated service plan, we all have expectations. Trust, boiled down, is ultimately the expectations set between two entities, usually people. It could be between a person and a brand, but that sounds a bit like marketing speak. It is what it is. When a brand make a promise, it is setting my expectations, as a customer. Business to business is no different, actually, more often than not, a business includes a person in-between the brand and the customer. This is not always the case, but often it is, when you make a business purchase, there is almost always a person involved, this person is acting a proxy to the brand. As business purchases are typically more complex, that extra level of comfort of looking someone in the eye makes the difference.
In the age of the social web, this is no different than it was before. The question then, is what should a business, or the people within the business be managing? Customer Relationship Management (CRM) suggests that I am actually managing a relationship with customers, which in some ways sounds kind of silly. Most CRM systems simply manage data, and leave the relationship part to the human looking at the data. So, some have suggested that within this new normal, it might be more appropriate not focus on managing relationships, we should focus on managing the social aspects of the relationship, or SRM. This might bring things closer, in other words, if we focus on the human aspects then we may have more success. We can help business people by providing the right information, at the right time. This fostering a way to focus on the important aspects of the relationship with people (more than just customers even).
The only thing that needs to be Managed are Expectations
As I have said in previous posts, relationships are built on trust, not data. And, as I said above, a large component of building trust depends upon meeting expectations. Therefore, my conclusion, therefore is that to element which needs actual management, are the expectations. Everyone needs to know, and fully understand what each and every customer, supplier, partner and any other member within the ecosystem expects. I am not suggesting that customer data and all the other components of CRM are not needed. I am saying that at the only thing that really needs to be managed are expectations. Everyone needs to understand the brand messaging, as this is setting the expectation of the future buyer, for example.
To me, this is what the word ‘Social’ adds to CRM, it is not only social technology, it is about adding the human element to the impersonal nature of most CRM applications. Since social CRM changes the focus from your rules, as a company, to the needs of your customers, the next step beyond understanding the needs is meeting the needs. Social CRM is about the Social Customer as well, and the new level of expectations. Once a person or organization attempts to meet the needs, more often than not communications, interactions and conversations will occur where some level of expectation will be set. Are you confident that everyone on your team is aware of these expectations? A consumer yourself, maybe a parent, what are the results of expectations missed? How about overachieving, or exceeding expectations?
By the way, I can not think of a better reason for collaborative technologies internally, maybe even as part the CRM application, or Social CRM application itself, where Gartner thinks collaboration is central to Social CRM.