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The producer is not just the publisher/manufacturer but operates as an aggregator for the user s creative interactivity The company provides the products, services, tools, and experiences that allow the customer to personalize their interactions with the company in the way they want them The user is not just a purchaser but also an advocate of the experience around the product and, by extension, the company The existence of multiple communities and sites associated with modders who are constantly chattering is a perfect example of this Firaxis, the publisher of Sid Meier s Civilization IV, has hundreds of mods some on sites that are for the mods themselves (such as wwwcivfanaticscom), some that are the subjects of threaded discussions on the main Civilization IV website The companies and the customers jointly create and provide the tools to make this collaboration successful The customers often create the tools For example, the Rome: Total Realism team developed their own skinning tools to make the uniforms of the varying factions in the game accurate The customization effort itself, not just the result, is part of the experience, thus enhancing the producer/consumer collaboration all the more Most of the more complex mods are team efforts, and the collaboration itself and the sharing of the mod with the public is as important as the results of the effort The overall effort involves a corporate culture that is defined by the voice of the customer first The difference between John Carmack or Valve Software versus Sony I rest my case The model uses and provides the most advanced technological tools for these globally matriced communities that are interactive and real time Many of the mod teams have never met their fellow developers They are successful because all tools, code, and communications media are available via the Web in either real time or as threaded discussions accessible on demand, despite the teams being spread across multiple nations The company and the customer each get value in ways that are appropriate and satisfying to them As we discussed in 4, they may have different sets of values, but the company
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and the customer are participating jointly in creating something mutually beneficial Revenue or profit for the company; some form of emotional satisfaction for the customer The company s revenues increase accordingly, as does their profitability, given that their customers are doing something freely and for free That remains the most astonishing facet of this business model The customer has no problem doing this for free because they see it as a benefit to them
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Social CRM s business model is based around one central premise The company moves from being a producer of products and a provider of services to an aggregator of products, services, tools, and experiences that give the customer the means to meet their own agendas
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Gartner s Michael Maoz, one of the most straightforward and insightful analysts I ve ever met and one of the nicest people, unveiled a business model for 21st century enterprises at the SAP Sapphire Conference in Orlando in 2008 This model, something quite different from Gartner s historic models, is an exceptionally intelligent and highly useful piece of work in fact, one of the few models (besides mine, of course) that is aimed squarely at the reality of a customer-dominated business ecosystem Michael calls it the intent-driven enterprise Here s what it consists of, what I think about it, and why you should pay some serious attention to it
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During Michael s presentation at Sapphire, he unveiled some Gartner 2008 research that was fascinating CRM turned out to be 2008 s top priority for business as companies realized that, with the economy tanking, retaining customers was most important and was going to be a major problem The way this panned out was: The biggest business issue was enhancing and retaining customers (81/10) The second biggest business issue was tracking new customers (80/10)
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