There's a hidden risk to all of this focus on social customer engagement though. I'm going to make a very broad generalization here, and if your company is the exception to this then good for you. As I look at businesses today I see organization structures and processes that are hold overs from a different era of business, the industrial age. The highly hierarchical structure that was the norm for industrial age companies leads to highly silo'ed organizations and in general silos prevent collaboration rather than encourage it. Companies have tried for the last twenty years to force fit collaboration tools into the enterprise and for the most part these tools have not been successful. A collaborative culture must be matched with the right organizational structure, incentives, goals and executive support. So I ask, how can you engage your customers effectively and build a strong experience for them if you can't communicate and collaborate with your colleagues inside your business? How many silo'ed conversations do you think that a customer will tolerate?
When a social customer reaches out for resolution of some problem can your company put the right team together in real time, with all of the customer and company context of the issue at the point of customer interaction? Customers, more and more, will not tolerate the department shuffle nor are they willing to repeat their issue in its entirety at every interaction...and should they? When it comes to being a social company and engaging customers more effectively, social CRM is not enough, you have to fix the internal collaboration issues for the program to work. We have to connect the inside to the outside in a seamless way that connects the nodes of a new business network that is people centric and extends beyond organizational silos and firewalls. People are the platform for the new social business and the primary nodes of your business network that includes content, data and other technology / applications. In effect what we've called enterprise 2.0 plus social CRM makes up the new social business, or the business network.