Like” Wow…When did eCommerce Crash the CRM Party?”

Written by , | May 01, 2012

I’m happy to say that all these years of tilting at windmills, trying to get folks to think holistically about eCommerce with respect to front-office CRM are beginning to pay off. In a recent Gartner report cited in a terrific software blog by Louis Columbus, he cites Gartner giving equal heft to eCommerce priorities relative to Sales, Marketing and Customer Service.

Obviously, right? eCommerce systems are a means to monetize the Social Enterprise, one of the tangible metrics for measuring positive customer engagement that is the nexus of front-office CRM. The bottom line for “Likes”.

Succeeding as a Social Enterprise means thinking holistically about eCommerce beyond traditional marketing, sales and service functional boundaries because functionally oriented “inside-out” approaches to CRM can undermine holistic benefits. An “outside-in” approach that starts with the Customer, anticipates their needs and sets up a framework for response is far more likely to drive positive customer engagement. Driving more eCommerce transactions should be one of the goals for this engagement, and a logical way to measure CRM success in the Social Enterprise.

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