Chapter 12. Realizing Effective Process Change

The process component of Social CRM is the most delicate because automating a broken Social CRM business process will only make this process worse, and do it quicker. A broken process will also negatively impact the success of the Social CRM implementation. Most organizations embarking on a Social CRM initiative typically have some Social Media business processes in place (i.e., processes that directly interface with internal/external Social Media communities), but these processes often need enhancement.

The first step is to assess the current Social CRM processes. What is working, what is not, and where are enhancements required? It is not wrong to look at the built-in processes housed in a Social ...

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