The Intersection of Business Intelligence and Social CRM

This past week analysts at the Altimeter Group released their study titled "Social CRM: The New Rules of Relationship Management" The study outlines 18 use cases for putting the customer first and the technologies that you need to get that job done. Authors R “Ray” Wang and Jeremiah Owyang did a great job creating what will become the play book for social media integration in the enterprise. In the report they discuss the 5M's of Social CRM as a framework to guide your processes and strategy as you integrate Social CRM into the seven key categories (Customer Insights, Social Marketing, Social Sales, Social Service and Support, Social innovation, Collaboration and Customer Experience) that connect you to your customers.

 

Enterprise business intelligence tools play a key role in successfully integrating and measuring the unstructured and semi-structured data that drives the social space. SAS, SAP Oracle, Purisma, IBM, DataFlux, Information Builders and others are already addressing the challenges that Social CRM delivers. Its still very early in the adoption process but BI vendors are starting to see the growing opportunity. The interesting thing will be to see who puts a clear end to end offering together first. Monitoring is the popular technology for now but as companies gain better access to the social landscape they will demand integration and measurement. The Social CRM market is moving so fast I can't help but think that the larger slower moving "big stack guys" may be at a disadvantage and susceptible to an innovative upstart.