The term ”Social CRM” has been around for a while. Like traditional CRM (Customer Relationship Management) is heavily dependent on proper MDM (Master Data Management) we will also see that enterprise wide social CRM will be dependent on a proper social MDM element in order to be a success.
The challenge in social MDM will be that we are not going to replace some data sources for MDM, but we are actually going to add some more sources and handle the integration of these sources with the sources for traditional CRM and MDM and other new sources coming from the cloud.
Customer Master Data sources will expand to embrace:
- Traditional data entry from field work like a sales representative entering prospect and customer master data as part of Sales Force Automation.
- Data feed and data integration with external reference data like using a business directory. Such integration will increasingly take place in the cloud and the trend of governments releasing public sector data will add tremendously to this activity.
- Self registration by prospects and customers via webforms.
- Social media master data captured during social CRM and probably harvested in more and more structured ways.