Is there or isn't there a disruption in the CRM market? It all depends on how advanced your company is deploying and integrating CRM with your business processes.
At the CRM Evolution Conference in New York City, I caught up with Michael Fauscette, Group Vice President, Software Business Solutions at IDC and Michael Krigsman, President and CEO of Asuret and blogger with ZDNet.
Krigsman argues that social's unstructured data interfacing with the structured form data of traditional CRM is a definite disruption in the market.
Fauscette disagrees because a company can't move to the social CRM space if they haven't dealt with basic customer service issues. And most companies haven't, therefore it's not a disruption, said Fauscette. Most companies aren't at the point where they can take advantage of social CRM.
"Social isn't going to solve core business integration issues," Fauscette said.
Krigsman agrees that building a relationship without fulfillment is useless. You must have the infrastructure in place to take the data, whether traditional or social, and be actionable on it.
If fulfillment isn't working, don't get into social, because you'll fail faster and louder, said Fauscette. Before you take any disruptive steps you have to be able to execute business.
