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Thought Leaders In Cloud Computing: Social CRM and Crowd Sourcing

Posted on Tuesday, Sep 20th 2011

There are many trends hitting large enterprises at the moment right in their bellies. Within the broad sphere of cloud computing, with the adoption of the social Web, one of these trends is crowd sourcing. The business function that is most acutely impacted by this trend is CRM. All the way from marketing to sales to customer support, the social CRM trend is becoming an avalanche, and for some industries the implications bear particularly serious consequences.

To be fair, customers have been chatting in forums and chat rooms for a long time. That’s neither new nor exciting. What is exciting is when Social CRM hits real bottom lines. And nowhere is the opportunity for hard ROI to hit the margin equation so compelling as in Consumer Electronics and Telecom, two industries that are under incessant margin pressure, and bombarded with customer support calls, emails, and chat requests. Each such call is a direct attack on the bottom line.

Tim Hastings, in a ReadWriteWeb article published February 2010, discusses the phenomenon:

Customer Service operations have undergone some heavy changes in the last few years. To save money, many call centers have been moved offshore and self-service Websites allow users to tackle mundane tasks like ordering, paying bills and checking statements.

CrowdEngineering believes that the Social Web is bringing a new wave of disruption to the way customers get help. Their CrowdForce platform is already helping telecommunications companies to crowdsource assistance from distributed online communities and is delivering real value. In one year they raised 100k community members, managed over 500k support requests and reduced support costs by $3M.

Writing on Crowdsourcing.org, Carl Esposti also points to the same company as a thought leader in pioneering the crowdsourced customer service concept. Esposti in fact cites the example of Microsoft, from the consumer electronics world:

Another example is Microsoft, who offered a suite of support options for the Xbox augmenting its web platform support with an online user-to-user chat capability, the option to post questions directly to user forums and another option for real-time Q&A by tweeting official Xbox support representatives @XboxSupport – all from its Xbox Live Platform console.

Just imagine how many customer support calls an Xbox or a Comcast customer support team has to field in a day? From ‘my modem is not working’ to ‘my wireless router is slow’ to ‘my Xbox to TV connection is dropping’ – a wide array of issues comes up constantly. No wonder they are the ones thinking most innovatively about how to reduce the volume!

And yet, for a passionate expert who knows and loves these systems – typically geeky customers – solving these problems is a piece of cake.

As such, there is now a discussion inside major enterprises – largely telecom, consumer electronics, or software companies that service exorbitantly large volume of contact center tickets – that a Level 0 customer support process needs to be introduced before any contact center rep interacts with a customer. And, this Level 0 process would be handled entirely by a crowd sourced set of passionate expert customers.

Needless to say, this new layer of customer service needs to be managed carefully with a well-thought-through incentive structure. It needs to be integrated with the main knowledge management and customer care tracking systems.

But all that, says, Gioacchino La Vecchia, founder and CEO of CrowdEngineering, is possible. “I am confident that CrowdSourced customer service will end up saving millions of dollars in contact center expenses – in-house or outsourced.”

Gartner says:

CrowdEngineering’s approach should interest customer service organizations that are looking for a way to reduce customer service costs. However, the potential is to use CrowdEngineering software to engage customers along other social CRM processes — for example, to co-develop new products or services, or generate brand awareness.

Gartner expects the social CRM market to reach $1.2 billion in revenue by the end of 2012.

This segment is a part in the series : Thought Leaders In Cloud Computing


. Introduction
. Overview
. Pat Toole, CIO Of IBM (Part 1)
. Pat Toole, CIO Of IBM (Part 2)
. Pat Toole, CIO Of IBM (Part 3)
. Pat Toole, CIO Of IBM (Part 4)
. Pat Toole, CIO Of IBM (Part 5)
. Mark Settle, CIO Of BMC (Part 1)
. Mark Settle, CIO Of BMC (Part 2)
. Fred van den Bosch, CEO Of Librato (Part 1)
. Mark Settle, CIO Of BMC (Part 3)
. Fred van den Bosch, CEO Of Librato (Part 2)
. Mark Settle, CIO Of BMC (Part 4)
. Fred van den Bosch, CEO Of Librato (Part 3)
. Fred van den Bosch, CEO Of Librato (Part 4)
. Mark Settle, CIO Of BMC (Part 5)
. Mark Settle, CIO Of BMC (Part 6)
. Fred van den Bosch, CEO Of Librato (Part 5)
. Fred van den Bosch, CEO Of Librato (Part 6)
. Mark Settle, CIO Of BMC (Part 7)
. Fred van den Bosch, CEO Of Librato (Part 7)
. Nati Shalom, CTO Of GigaSpaces (Part 1)
. Nati Shalom, CTO Of GigaSpaces (Part 2)
. Nati Shalom, CTO Of GigaSpaces (Part 3)
. Nati Shalom, CTO Of GigaSpaces (Part 4)
. Nati Shalom, CTO Of GigaSpaces (Part 5)
. José Almandoz, CIO Of Novell (Part 1)
. Nati Shalom, CTO Of GigaSpaces (Part 6)
. José Almandoz, CIO Of Novell (Part 2)
. Nati Shalom, CTO Of GigaSpaces (Part 7)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 1)
. José Almandoz, CIO Of Novell (Part 3)
. José Almandoz, CIO Of Novell (Part 4)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 2)
. José Almandoz, CIO Of Novell (Part 5)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 3)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 4)
. José Almandoz, CIO Of Novell (Part 6)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 5)
. José Almandoz, CIO Of Novell (Part 7)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 6)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 1)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 2)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 7)
. Ric Telford, Vice President Of Cloud Services, IBM (Part 8)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 3)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 4)
. Mark White, CTO Of Deloitte (Part 1)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 5)
. Mark White, CTO Of Deloitte (Part 2)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 6)
. Mark White, CTO Of Deloitte (Part 3)
. Michael Aginsky, CTO Of Gibbons P.C. (Part 7)
. Mark White, CTO Of Deloitte (Part 4)
. Mark White, CTO Of Deloitte (Part 5)
. Dennis Hodges, CIO Of Inteva (Part 1)
. Mark White, CTO Of Deloitte (Part 6)
. Dennis Hodges, CIO Of Inteva (Part 2)
. Mark White, CTO Of Deloitte (Part 7)
. Dennis Hodges, CIO Of Inteva (Part 3)
. Mark White, CTO Of Deloitte (Part 8)
. Dennis Hodges, CIO Of Inteva (Part 4)
. Dennis Hodges, CIO Of Inteva (Part 5)
. Mark White, CTO Of Deloitte (Part 9)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 1)
. Dennis Hodges, CIO Of Inteva (Part 6)
. Dennis Hodges, CIO Of Inteva (Part 7)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 2)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 3)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 4)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 5)
. Donald Ferguson, CTO of CA Technologies (Part 1)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 6)
. Donald Ferguson, CTO of CA Technologies (Part 2)
. Dr. Marcos Athanasoulis, Harvard Medical School (Part 7)
. Donald Ferguson, CTO of CA Technologies (Part 3)
. Donald Ferguson, CTO of CA Technologies (Part 4)
. Donald Ferguson, CTO of CA Technologies (Part 5)
. Donald Ferguson, CTO of CA Technologies (Part 6)
. Donald Ferguson, CTO of CA Technologies (Part 7)
. Donald Ferguson, CTO of CA Technologies (Part 8)
. Donald Ferguson, CTO of CA Technologies (Part 9)
. James Dunlap, President Of Cycle30 (Part 1)
. James Dunlap, President of Cycle30 (Part 2)
. James Dunlap, President of Cycle30 (Part 3)
. James Dunlap, President of Cycle30 (Part 4)
. James Dunlap, President of Cycle30 (Part 5)
. James Dunlap, President of Cycle30 (Part 6)
. James Dunlap, President of Cycle30 (Part 7)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 1)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 2)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 3)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 4)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 5)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 6)
. Steven Smith, President And CEO, Gcommerce Inc. (Part 7)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 1)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 2)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 3)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 4)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 5)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 6)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 1)
. Rajan Nagarajan, CIO, Mahindra Satyam (Part 7)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 2)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 3)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 4)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 5)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 6)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 7)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 8)
. Paul Stamas, VP of IT, Mohawk Fine Papers (Part 9)
. Scott Martin, CIO Of Nonni’s Food Company (Part 1)
. Scott Martin, CIO Of Nonni’s Food Company (Part 2)
. Scott Martin, CIO Of Nonni’s Food Company (Part 3)
. Scott Martin, CIO Of Nonni’s Food Company (Part 4)
. Scott Martin, CIO Of Nonni’s Food Company (Part 5)
. Scott Martin, CIO Of Nonni’s Food Company (Part 6)
. Scott Martin, CIO Of Nonni’s Food Company (Part 7)
. Dr. Reed Sheard, CIO Of Westmont College (Part 1)
. Dr. Reed Sheard, CIO Of Westmont College (Part 2)
. Dr. Reed Sheard, CIO Of Westmont College (Part 3)
. Dr. Reed Sheard, CIO Of Westmont College (Part 4)
. Dr. Reed Sheard, CIO Of Westmont College (Part 5)
. Dr. Reed Sheard, CIO Of Westmont College (Part 6)
. Dr. Reed Sheard, CIO Of Westmont College (Part 7)
. Sanjay Mirchandani, CIO of EMC (Part 1)
. Sanjay Mirchandani, CIO of EMC (Part 2)
. Sanjay Mirchandani, CIO of EMC (Part 3)
. Sanjay Mirchandani, CIO of EMC (Part 4)
. Sanjay Mirchandani, CIO of EMC (Part 5)
. Sanjay Mirchandani, CIO of EMC (Part 6)
. Sanjay Mirchandani, CIO of EMC (Part 7)
. Dave Hart, CTO and EVP, Presidio (Part 1)
. Dave Hart, CTO and EVP, Presidio (Part 2)
. Dave Hart, CTO and EVP, Presidio (Part 3)
. Dave Hart, CTO and EVP, Presidio (Part 4)
. Dave Hart, CTO and EVP, Presidio (Part 5)
. Dave Hart, CTO and EVP, Presidio (Part 6)
. Dave Hart, CTO and EVP, Presidio (Part 7)
. Martin Silverman, Director IT at EvensonBest (Part 1)
. Martin Silverman, Director IT at EvensonBest (Part 2)
. Alan Perkins, CIO of Altium (Part 1)
. Martin Silverman, Director IT at EvensonBest (Part 3)
. Alan Perkins, CIO of Altium (Part 2)
. Martin Silverman, Director IT at EvensonBest (Part 4)
. Alan Perkins, CIO of Altium (Part 3)
. Alan Perkins, CIO of Altium (Part 4)
. Martin Silverman, Director IT at EvensonBest (Part 5)
. Martin Silverman, Director IT at EvensonBest (Part 6)
. Alan Perkins, CIO of Altium (Part 5)
. Martin Silverman, Director IT at EvensonBest (Part 7)
. Alan Perkins, CIO of Altium (Part 6)
. Alan Perkins, CIO of Altium (Part 7)
. Carol Kline, CIO Of TeleTech (Part 1)
. Carol Kline, CIO Of TeleTech (Part 2)
. Carol Kline, CIO Of TeleTech (Part 3)
. Carol Kline, CIO Of TeleTech (Part 4)
. Carol Kline, CIO Of TeleTech (Part 5)
. Carol Kline, CIO Of TeleTech (Part 6)
. Carol Kline, CIO Of TeleTech (Part 7)
. Doug Menefee, CIO of Schumacher Group (Part 1)
. Doug Menefee, CIO of Schumacher Group (Part 2)
. Doug Menefee, CIO of Schumacher Group (Part 3)
. Doug Menefee, CIO of Schumacher Group (Part 4)
. Doug Menefee, CIO of Schumacher Group (Part 5)
. Doug Menefee, CIO of Schumacher Group (Part 6)
. Doug Menefee, CIO of Schumacher Group (Part 7)
. Doug Menefee, CIO of Schumacher Group (Part 8)
. Doug Menefee, CIO of Schumacher Group (Part 9)
. Rick Blaisdell, CTO Of ConnectEDU (Part 1)
. Rick Blaisdell, CTO Of ConnectEDU (Part 2)
. Rick Blaisdell, CTO Of ConnectEDU (Part 3)
. Rick Blaisdell, CTO Of ConnectEDU (Part 4)
. Rick Blaisdell, CTO Of ConnectEDU (Part 5)
. Rick Blaisdell, CTO Of ConnectEDU (Part 6)
. Rick Blaisdell, CTO Of ConnectEDU (Part 7)
. Rick Blaisdell, CTO Of ConnectEDU (Part 8)
. Paul Wilcox, CIO of HMH Publishing (Part 1)
. Paul Wilcox, CIO of HMH Publishing (Part 2)
. Paul Wilcox, CIO of HMH Publishing (Part 3)
. Laef Olson, CIO Of RightNow (Part 1)
. Paul Wilcox, CIO of HMH Publishing (Part 4)
. Laef Olson, CIO of RightNow (Part 2)
. Paul Wilcox, CIO of HMH Publishing (Part 5)
. Paul Wilcox, CIO of HMH Publishing (Part 6)
. Laef Olson, CIO of RightNow (Part 3)
. Paul Wilcox, CIO of HMH Publishing (Part 7)
. Laef Olson, CIO of RightNow (Part 4)
. Laef Olson, CIO Of RightNow (Part 5)
. Laef Olson, CIO of RightNow (Part 6)
. Laef Olson, CIO of RightNow (Part 7)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 1)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 2)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 3)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 4)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 5)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 6)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 7)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 8)
. Sankarson Banerjee, CIO Of IndiaInfoline (Part 9)
. Sankarson Banerjee, CIO of IndiaInfoline (Part 10)
. Sankarson Banerjee, CIO of IndiaInfoline (Part 11)
. Judy Spitz, CIO Of Verizon (Part 1)
. Judy Spitz, CIO Of Verizon (Part 2)
. Judy Spitz, CIO Of Verizon (Part 3)
. Judy Spitz, CIO of Verizon (Part 4)
. Judy Spitz, CIO of Verizon (Part 5)
. Judy Spitz, CIO of Verizon (Part 6)
. Judy Spitz, CIO of Verizon (Part 7)
. Judy Spitz, CIO of Verizon (Part 8)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 1)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 2)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 3)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 4)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 5)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 6)
. Klaus-Michael Vogelberg, CTO Of Sage Group Plc, Newcastle (Part 6)
. Mark Egan, CIO Of VMware (Part 1)
. Mark Egan, CIO Of VMware (Part 2)
. Mark Egan, CIO Of VMware (Part 3)
. Mark Egan, CIO Of VMware (Part 4)
. Mark Egan, CIO Of VMware (Part 5)
. Mark Egan, CIO Of VMware (Part 6)
. Mark Egan, CIO Of VMware (Part 7)
. Chris Burchett, CIO Of Credant Technologies (Part 1)
. Chris Burchett, CIO Of Credant Technologies (Part 2)
. Chris Burchett, CIO Of Credant Technologies (Part 3)
. Chris Burchett, CIO Of Credant Technologies (Part 4)
. Chris Burchett, CIO Of Credant Technologies (Part 5)
. Chris Burchett, CIO Of Credant Technologies (Part 6)
. Chris Burchett, CIO Of Credant Technologies (Part 7)
. Mandy Edwards, CIO Of Sitel (Part 1)
. Mandy Edwards, CIO Of Sitel (Part 2)
. Mandy Edwards, CIO Of Sitel (Part 3)
. Mandy Edwards, CIO Of Sitel (Part 4)
. Mandy Edwards, CIO Of Sitel (Part 5)
. Mandy Edwards, CIO Of Sitel (Part 6)
. Mandy Edwards, CIO Of Sitel (Part 7)
. Diane Bryant, CIO Of Intel (Part 1)
. Diane Bryant, CIO Of Intel (Part 2)
. Diane Bryant, CIO Of Intel (Part 3)
. Diane Bryant, CIO Of Intel (Part 4)
. Diane Bryant, CIO Of Intel (Part 5)
. Diane Bryant, CIO Of Intel (Part 6)
. Diane Bryant, CIO Of Intel (Part 7)
. Frank Modruson, CIO of Accenture (Part 1)
. Frank Modruson, CIO of Accenture (Part 2)
. Frank Modruson, CIO of Accenture (Part 3)
. Frank Modruson, CIO of Accenture (Part 4)
. Frank Modruson, CIO of Accenture (Part 5)
. Frank Modruson, CIO of Accenture (Part 6)
. Frank Modruson, CIO of Accenture (Part 7)
. Frank Modruson, CIO of Accenture (Part 8)
. Frank Modruson, CIO of Accenture (Part 9)
. Jay Leader CIO, Of iRobot (Part 1)
. Jay Leader CIO, Of iRobot (Part 2)
. Jay Leader CIO, Of iRobot (Part 3)
. Jay Leader CIO, Of iRobot (Part 4)
. Marc Ferrentino, CTA Of Salesforce (Part 1)
. Marc Ferrentino, CTA Of Salesforce (Part 2)
. Marc Ferrentino, CTA Of Salesforce (Part 3)
. Marc Ferrentino, CTA Of Salesforce (Part 4)
. Marc Ferrentino, CTA Of Salesforce (Part 5)
. Marc Ferrentino, CTA Of Salesforce (Part 6)
. Marc Ferrentino, CTA Of Salesforce (Part 7)
. Marc Ferrentino, CTA Of Salesforce (Part 8)
. Marc Ferrentino, CTA Of Salesforce (Part 9)
. Marc Ferrentino, CTA Of Salesforce (Part 10)
. Marc Ferrentino, CTA Of Salesforce (Part 11)
. Steven John, Strategic CIO Of Workday (Part 1)
. Steven John, Strategic CIO Of Workday (Part 2)
. Steven John, Strategic CIO Of Workday (Part 3)
. Steven John, Strategic CIO Of Workday (Part 4)
. Steven John, Strategic CIO Of Workday (Part 5)
. Steven John, Strategic CIO Of Workday (Part 6)
. Steven John, Strategic CIO Of Workday (Part 7)
. Steven John, Strategic CIO Of Workday (Part 8)
. Dan Raju, CIO Of TradeKing (Part 1)
. Dan Raju, CIO Of TradeKing (Part 2)
. Dan Raju, CIO Of TradeKing (Part 3)
. Dan Raju, CIO Of TradeKing (Part 4)
. Dan Raju, CIO Of TradeKing (Part 5)
. Dan Raju, CIO Of TradeKing (Part 6)
. Dan Raju, CIO Of TradeKing (Part 7)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 1)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 2)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 3)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 4)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 5)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 6)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 7)
. Willie Tejada, Senior VP And GM Of The Enterprise Cloud Division, Akamai (Part 8)
. Social CRM and Crowd Sourcing
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 1)
. The Move To Cut Costs
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 2)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 3)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 4)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 5)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 6)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 7)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 8)
. Jim Stikeleather, Chief Innovation Officer, Dell (Part 9)
. Jon Freeman, CIO of MyCroft, Inc. (Part 1)

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