Social CRM and Cold Butter



Butter and Toast

A poorly executed Social CRM plan is like cold butter to your marketing efforts.

I’ll let that metaphor sink in a bit before explaining it……….

Easier Spread Than Done

So you want to bring in a Social CRM program to enhance your marketing/sales efforts. The problem is, you’ve spent years building and cooking the perfect processes for your current customer CRM and how you, as a company, use and profit from it.

You’ve added the right ingredients, mixed them in the right way, baked it for a long time and watched as it profited and grew right in front of your eyes. Even when you knew it was done, you pulled it out of the cooker and have been enjoying its fruits for a while. Like any good bread, it’s solid and moist, holds the style you cooked it in but is full of flavor and can support a lot of the other entrees on your company menu.

Now you’re wanting to add a little bit of spice, maybe something a little more fun and fatty, so you go to the fridge, grab the frozen butter and start to spread……

Oh no! You’ve ripped holes all through your CRM Bread Slice!

A Little Cheesy

Alright, I know the previous metaphor was a little cheesy, but as we dig into it, you’ll see where I’m going.

There are a lot of other things you can add to your CRM Bread Slice that won’t need as much care and forethought as a Social CRM.

  • Some are like lettuce or meat – they add substance to the CRM, but don’t really affect it and could stand on their own if necessary.
  • Some are like cheese (hence the subtitle) – they add a certain garnish and when handled properly, melt to the CRM and become almost indistinguishable.
  • Some are like chips – have no real connection to the CRM Bread Slice, but make the overall meal more full and enjoyable.

Your company has all of these different pieces in some regard, but a Social CRM is different, it’s more like the butter meant for that CRM Bread Slice.

A Social CRM can be eaten all by itself, but most bodies aren’t ready for it in that capacity quite yet. They’d probably end up throwing it back up if that was the entire meal or eaten alone. It’s best used mixed in with the other ingredients at certain stages of development to add that extra flavor and taste.

But when added to something like a nice, moist CRM Bread Slice, if applied cold and rigid, it’s going to rip right through it and keep it’s original shape. A Social CRM must be maleable, able to be applied and maneuvered as needed, while still keeping it’s taste and benefits. Cold butter will leave your bread ripped and your customers unhappy, but a correctly applied Social CRM will not only enhance the bread, it may just make the entire meal experience better.

So, who’s hungry?

Thoughts?

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21 Responses to Social CRM and Cold Butter
  1. [...] Social CRM As Well As Cold Butter [...]

  2. Kelly Parish

    I’m thinking you were just a bit hungry at the time you wrote this – but it doesn’t lessen the point you are trying to get across. :-)

    • @Kelly Parish Ironically, I wasn’t. I had just come from dinner with nice moist bread and they gave us frozen butter and that’s a huge pet peeve of mine. : )

  3. [...] Social CRM Plus Cold Margarine [...]

  4. Like putting crunchy peanut butter on toast! ripped to shreads.

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  14. sushantpotdar

    If social = Butter… Cake boss will tell you that you can never add enough butter!
    All next generation application will be social… Be is CRM, HCM, Sourcing or Finance.

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