Traditional CRM tools could previously claim to capture most of the customer interaction channels, whether it was a face to face sales visit or a call center call to the 1-800 number. This data was then used in forecasting and analysis on front office effectiveness analysis.

Today, what was perhaps 80-90% of the customer interaction is rapidly shrinking as customers moved to external customer support blogs and sales insight is derived from the latest networking analytics tools.

What does this mean to business? Most that have not begun to look into closing this gap will increasingly be ‘running with blinders’. Forecasts will inaccurate, and support issues managed in the external support sites will be unseen to the business. From the business’ perspective, this could be seen as a shortening of the sales cycle, or a rapid ‘fire drill’ to a support issue.

This is an incorrect viewpoint. What has really occurred is a transfer to the same activities to other tools, forums, and sites. This transfer has moved to the control of the customer.

To close this current CRM gap, companies will need to how best assess integrating Social CRM into their CRM infrastructure so that they are engaging the customer where the interaction is occurring. While the Social CRM niche vendor landscape has changed, the metrics remain the same. What is critical is how best to navigate the new landscape to realign metrics and regain business benefits.