Now to your model: I also believe it is making the world too complex.

Let me explain my thoughts as succinct as I can (prepare for a lengthy answer

CRM is about corporations, could also read: CRM is about inside-out thinking. Inside-out is another way of saying " it is more about companies pushing how they see the world than companies listening to their customers". CRM is about understanding WHO your customers are and not about understanding WHAT your customers want/need/are trying to achieve. CRM uses this understanding to push a message to a targeted group. Better than mass-marketing (because more effective if done right), yet still inside-out.

CEM is half way house.. I think a little bit of a bold statement, but it works to separate CEM from SCRM. For me CEM is about transforming from inside-out to outside-in thinking. Customer Experience Management is understanding HOW your customers are experiencing their interactions with your company and your services or products. If you understand how, you might be able to improve that experience. One could consider this still to be a little inside-out focused. We have to realize though that most companies are still in the CRM-phase.

It is important for companies to understand that most value of a product or service does not lie in its features, but lies in how well it helps your Customers achieve the jobs they are trying to do (you do not need a drill, you need a hole in the wall..). This is known as Service Dominant Logic..

In the progress of seeking better ways to serve customers at the jobs they want to do or the outcomes they want to achieve, we need to find out WHAT customers want (to get done) on top of HOW they are experiencing it.

Now, how does Social CRM fit into this picture? That's still something to be fully discovered, but here's what I wrote about it in my last post:

" The great part of Social CRM is that it now enables the CRM part of the company not only to understand WHO their customers are, but also understand better WHAT they need (to achieve the desired outcomes at the jobs they are trying to do) through listening, interacting and engaging with Customers "

Social CRM is the (improved) successor of CRM not only enabling to understand WHO your Customers are, but also enabling to understand WHAT they want. CEM will intersect with Social CRM, since CEM is about understanding and managing experiences at the touchpoints (of which Social Media is now a growing one).

Through all this we should be able to improve the value that is created for both company and customer: because that's what co-creation is about.

Now these are just my views. Don't let your own views and thoughts get cluttered by mine. Take from it what you like and what you can relate to and add to it your own..

Looking forward to your next model..

I am excited to have you joining into the conversations.

John
http://twitter.com/JohnFMoore

We can't dismiss CRM or CEM, and now we are learning what SCRM truly is, so we have the answers to what works and what doesn't with CRM and CEM, but we are learning and growing to what SCRM is.

so if we take the trials and tribulations of CEM and CRM and only take what's necessary to the next level at the same time use SCRM in lessons learned and unfold possibilities you will have an alignment.

Look at it this way, blue team, brown team and purple team, blue team beng innovation does it's part, brown team being marketing, sales, customer service doing it's part, and purple team dong it's part as far as social mediau specialists, both equal and interdependent on their respective states.

So, when CRM works with CEM, innovation does it's part, when marketing and customer support works with SCRM we create that brown team, and when CEM works with SCRM we have the purple team.

my observation is the purpose of showing that co-creation is alignment raised to the next level, there will always be new customers coming in, and needs to be met, there will always be those experiences, the point of SCRM, from a customers perspectives as i am stating with the knowledge of what CEM and CRM are trying to do is elevate the customer to being a conscious participant in the model thus giving equal alignment to the focal point which is ultimate co-creation value.

Paul Greenberg has nailed the definition of social CRM here: http://blogs.zdnet.com/crm/?p=829 and I think it does a great job of covering what it is, and is not.

In my opinion Social CRM is the entire box, not a small component of it, not just about customers but about and for all members of the value chain (partners, customers, corporations, etc.). This is not a disagreement with Paul's claim that it is an extension of CRM, this is just my way of saying it is the extension and the replacement for the separate tools that have collectively failed to solve the greater customer relationship problem.

John Moore
http://twitter.com/JohnFMoore