There’s a conversation going on in the Twitterverse and blogosphere discussing which department should “own” social CRM. @GrahamHill wrote a very cogent post that I agree with. @JohnFMoore responded with his point of view attracting a comment from @ekolsky. @wimrampen posted about leading rather than owning.
Graham thinks it should be a “hybrid” group of individuals. John thinks it should be owned by Marketing. Esteban commented that it’s not about the department, it’s about the processes. In Wim Rampen’s post, he commented that it wasn’t about leadership, it was about “value.”
I believe it’s not about “ownership. It’s about leadership. No one department should “own” social CRM. First of all, let’s cut to the end-user. What we’re talking about here is who should provide the leadership in designing the strategy(ies) intended to increase the effectiveness of customer relationships.
If you have one department “owning” the relationship, then every other department figures it’s not their responsibility. The silos grow stronger and higher.
This reminds me of what I consider to be the 20th century view of Marcom. Before social media, they tried to “own” the message. That worked then. It won’t work now.
I agree with Graham when he talks about identifying a hybrid group and turning it over to them. But let me be clear when I say that they won’t own it either, they will provide the leadership.
It’s no one department’s responsibility to own the relationships. It’s everyone’s.
I also agree with Esteban’s comment that the question should be about value, although I believe that you should first designate who leads. Then that person leads the discussion on value.
Find a group of employees passionate about social media and give them the freedom to experiment.
But we could all be wrong, or as Prem commented, we could all be right.
This is a great discussion. (Hi, I’m Glenn and I’m a CRM Geek!:-) As Tom Peters said, “But there’s no substitute for getting smarter faster. And the way you get smarter is to screw around vigorously. Try stuff. See what works. See what fails miserably. Learn. Rinse. Repeat.”
Follow me on Twitter. I’m txglennross