Peter, We are talking miles apart. My post tal...

2009-10-22T06:31:48.421+01:00

Peter,

We are talking miles apart.

My post talks about a top level discussion regarding the organization implementing SCRM.

Strategically speaking, conversations at the levels where you need the support to embrace SCRM as an organization are far removed from the policy details.

The SM policy, as I said in my blog, is part of the rules layer (second from the top) and it is not a stand-alone document. It is deeply intertwined with metrics, business rules, segmentation and other rules that apply to a business working with customers.

An SM policy cannot be a stand-alone document - even at the beginning. You can have some steadfast rules to manage the level of exposure as an organization, but setting a policy before you even know which channels or what objectives you will use is preposterous - is basically what the armed forces did by banning use of SM without knowing why or how to replace it (and look how well it turned out for them).

There is much more to a SM policy than DOs and DON'Ts, There has to be a reason for them, and a escalation method, and a way to bypass them for specific cases that fall outside of the rules, etc. In other words, social channels are no different (or should not be any different from the perspective of management and users) than other channels. There are rules and regulations regarding use of call center channels (i.e. phone), contact center channels (email and chat primarily) and in-person interactions.

Why would SM be different?

Very interesting post, thanks for the ping to mine -- much appreciated. Should cover the use of SM policies in my series around Friday or early next week -- will ping you when it is out.

Thanks
Esteban

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Peter, We are talking miles apart. My post tal...