Margot: thanks so much for having me be apart of your panel at SAP Insiders. I really enjoyed hearing from Kiran and Greg about how their organizations are integrating social strategy into their customer engagement initiatives.
Nigel: As Margot said in her comment above, I fully agree with your comment on companies trying to control the relationship. "Find, catch & keep" is a basic term I used to simplify the three foundational areas of CRM - marketing automation, sales automation and customer service. And although the term may simplify the definition, it is definitely not meant to simplify the importance of building mutually beneficial, collaborative relationships between customers and companies hoping to earn their business.
A term people focused on during the panel last week was how many see customer service as being the new marketing in a social world - much more so than pushing out one-way messages as was done in the past. As I'm sure you would agree, that doesn't work today because customer's want equal custody of the relationship they have with vendors. This calls for companies to change their approach to customer engagment - to recognize the power customers have - and to engage them in a collaborative fashion; as two equal partners who each have the power to impact the trajectory of the relationship.
Because it takes mutual respect to build this kind of callaborative relationship, I believe "trust" is the new marketing, and that trust cannot be built by trying to trick, cajole or pressure customers. So even though the phrase "find, catch and keep" may sound suspicious, it's the intention and implementation a company puts in play that determines if it's trickery, or an honest attempt to build long-lasting, trust-filled relationships with today's social customer.
Thanks for adding to the conversation!