Two Social CRM Confusions You Can Live Without

For those of you who are not CRM thought leaders, academics or social media companies trying to invade the CRM space, I’d like to hit the reset button and explain a few things — hopefully in terms that the average business person (who’s creating value) can understand. I’m am not a thought leader, or a big thinker, so I’ve had to burn some brain calories on this one to get the conversation back on track.

Business is business is business is business is business. Smart businesses have always known that a great customer experience is the best value driver. And delivering that kind of experience comes from knowing your customer’s needs. The companies that are able to determine customer needs (and here’s a great paper on the subject I got from @GrahamHill) are in the best position innovate and grow.

To be a customer-centric business, you have to ask questions, listen, adapt and execute based on what you learn from your customers’ changing needs. As soon as you begin assuming you know what the…