Think Customers: The 1to1 Blog

Customers today want to negotiate with enterprises; some, especially "generation virtual," want to determine their own shifting personas, not just be put into a company-decided segment. Customers now collaborate with other customers. "As customers have more control they can drive a brand into the sewer," Maoz warns.

According to Maoz, there are several steps executives can take now to move with shifting customer expectations. First is to identify how the trend toward customer-managed relationships will disrupt their CRM strategy. Then they should define "scenarios" that can help link this trend to their existing CRM strategy. This includes working with business users to assess risks and determine opportunities. Additionally, they should reassess their strategic CRM drivers and governance programs.

The social CRM trend is also about embracing communities and collaboration, inside and outside the organization, Maoz said. Within the organization it means that employees get such benefits as more schedule and location flexibility, but in return experience a blending of work and personal time as they work "whenever and wherever." Outside the organization it means that communities like forums, blogs, tweets, feeds, and social filters grow in importance. Additionally, as customers increasingly interact with and influence the brand, companies should allow deeper involvement by customers in defining products and offering service resolutions.

According to Maoz, the skills business leaders will need to capitalize on this trend include customer experience management, community management, cross-department collaboration, customer collaboration, vendor management, customer analytics, communications management, and the ability to align metrics.