While Social CRM promises to open new doors for companies that understand it and embrace it, it also allows companies to screw up in new, exciting ways.
Turning a blind eye to the era of the social customer is a bad idea, but a worse idea is to launch into a Social CRM effort half-heartedly or to fail to grasp your responsibilities as a participant in the business-customer conversation.
Past CRM efforts launched with the wrong objectives in mind resulted in wasted investment, damaged customer relationships, and a lack of transparency into which processes may have gone wrong. Badly-directed Social CRM can achieve all those dubious distinctions faster and more thoroughly. Worse, they can sour your organization on ever trying them again - even as your competitors move increasingly toward a social model.
See the three guaranteed ways to kill your Social CRM strategy here.