The Customer Relationship Management in the Social Age Best Practice Guide, written by experienced eCRM and social CRM strategist Andrew Campbell, aims to help CMOs develop a future-proofed eCRM strategy, combining the best of traditional eCRM practices, tools and techniques with the rapidly emerging capabilities of social CRM.

A consolidated eCRM / social CRM planning model is defined to help senior marketers identify and manage these two complementary areas of activity and then realise these in a phased, low-risk and cost-effective manner.

A strategic overview of social CRM strategy and planning is outlined by way of context and orientation.

The report explains the challenges and opportunities that are offered by social CRM so these can be related to a more traditional eCRM model.

About this guide

The report has been written from a practitioner’s perspective and represents an applied and pragmatic approach to updating eCRM strategy and programme design to accommodate social media. It contains:

  • Cross-references to relevant business, strategy and marketing theory.
  • Cross-references to specific eCRM and social marketing theory.
  • A new analytical framework to classify eCRM typologies and strategies.
  • 45 questions to help you understand the key issues affecting your eCRM strategy.
  • Assertions and hypotheses to explain how social CRM relates to the broader eCRM strategy.
  • A new eCRM planning framework.

The guide is split into five main sections covering:

  • eCRM Theory – the historical context and theoretical framework of eCRM and its alignment with broader business strategies.
  • eCRM Practice – practical application of this theory to support a rigorous and effective approach to eCRM strategy and planning.
  • Social CRM Theory – the backdrop to the emergence of social media channels and their impact on the traditional eCRM model.
  • Social CRM Practice – the practicalities of designing and implementing social CRM programmes and integrating these with more traditional eCRM programmes.
  • Integrated Planning – a planning framework to support an integrated and customer-centric approach to eCRM and social CRM programme design and definition.

Table of contents

  1. Introduction
    1. About Econsultancy
    2. About the author
  2. About this Guide
    1. A changing eCRM world
    2. Objective
    3. Methodology
    4. Structure
  3. Executive Summary
  4. Definitions
  5. eCRM Theory
    1. History
    2. What’s in a name?
    3. Three levers of eCRM – sales, marketing and service
    4. eCRM typology
    5. Social CRM versus eCRM
  6. eCRM Practice
    1. Vision and mission
    2. Integrated strategy and planning
    3. eCRM strategy to business alignment
    4. eCRM programme to business alignment
    5. eCRM – business and technology alignment
    6. Sales and marketing integration
    7. Human capital
    8. eCRM – Business to Consumer (B2C) versus Business to Business (B2B)
    9. The eCRM opportunity
    10. eCRM best practice – some key questions
  7. Social CRM Theory
    1. Philosophy
    2. From transactions to conversations
    3. Social media
    4. New rule books
    5. Socialising the organisation
    6. Social CRM evolution
  8. Social CRM Practice
    1. Strategic frameworks
    2. Applying the Groundswell model
    3. Strategy definition
    4. Six Cs model
    5. Social data
    6. Integrating eCRM and social CRM
    7. Key performance metrics
    8. Governance
    9. Social analytics
    10. Social commerce
    11. Content
    12. A new IT model
    13. Social CRM best practice – some key questions
  9. Integrated eCRM/Social Planning
    1. Planning model – overview
    2. Planning model – phases
    3. Value creation – dimensions
    4. Value creation – sources
    5. Value creation – tactics
    6. Value creation – segmentation
    7. Customer journeys and events
    8. Value tactics prioritisation – consumer perspective
    9. Value creation prioritisation – internal perspective
    10. Implementation planning
    11. Integrated eCRM and social CRM planning – some key questions

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.

Training: eCRM Masterclass (9 April 2013, London  3 days with Andrew Campbell)

Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three-day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.

Econsultancy’s Masterclasses are three-day intensive programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the masterclasses offer the practical training without the need for long term commitment.