Skewering Social CRM?

Earlier in the week I attended an event in Madrid where fellow ZDNet’er Paul Greenberg and independent analyst Esteban Kolsky discussed business responses to the notion of the social customer. My motivation was to hear first hand from subject matter experts I respect even though I have problems with the term ’social anything.’

As part of the seminar, Paul noted the results of a recent IBM survey and upon which Mitch Lieberman provides a useful analysis entitled The Perception Gap in Social. To quote Mitch:

Customers do not want a relationship with your business, they want the benefits a relationship can offer to them.

That will come as a shock to many people but is borne out by the survey results.

Read more of Dennis Howlett’s blog post