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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits by Barton Goldenberg

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Chapter 15. Overcoming Inevitable People Issues

Of the three components in the people, process, technology mix discussed in Chapter 11, mastering the people component of a Social CRM implementation as the most difficult challenge for any organization given the sensitivity of users to change. Following are three examples of Social CRM implementations that I have been involved in where people issues were not managed properly (leading to the implementation’s derailment), as well as two additional examples of in which people issues were well handled, helping secure very successful implementations.

Oil Industry Failure

A global player in the oil industry embarked on a Social CRM initiative. It established a superuser group comprising 10 employees. ...

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