I'd be grateful for insights and comments on this topic.
There seem to be two phases to harmonising sCRM and CRM domains.
1. Don't integrate using software - use people initially.
Use the CRM tools in the cloud (FB comments, Twitter, Get Satisfaction etc) where the customer/prospect is operating and backfill insights and information manually into your CRM system.
This is low risk with no internal technology investment. The cost is mostly around people/staff. It's good education all round and a reminder that a companies systems are no longer the ones sitting on their premises.
2. Automated integration of sCRM data/insights into the 'master' back end CRM and related systems.
This of course is much more difficult. Some outlines of touchpoints and suggested automation are below :
Identity : At it's most simplest you can integrate web2.0 Id's of customers into your back end CRM profile and perhaps use your Campaign Management in your CRM app to deliver/chat with the web2.0 channels. Automated campaign management tools spamming customers web2.0 spaces is clearly dangerous as the personal touch may be lost so simply using your CRM tool as a front end to web2.0 activity might retain the personal touch and allow your CSA's to remain in a single workspace.
Profiling : A unified view of web2.0 profiles with internal CRM profiles. Very useful but prone to legal restrictions. Again the CRM system can pull in public preferences/likes/dislikes for customers and use them for customer support and behavioural targetting solutions.
Analytics : merge analytics observations on your own web/IP properties with those in the cloud. This area is nascent at the present time but the integration between Salesforce and Radian6 certainly looks interesting in examining click throughs from the cloud.
Metadata, Taxonomy and KMS: This is a tough nut to crack and the sharp end of the semantic web. Ideally the taxonomy that your customers develop online should inform your southbound knowledge management and product descriptions. Behavioural Targetting ,SEO/SEM and Customer Support will be more successful if you can develop a commonality between how you describe your domain vs how it's actually being talked about in the real world.
Connect Listening with the Raising of Work/Suggestion Tickets distributed to the rest of the business : Use the listening platform data to directly feed into how you raise suggestions, complaints or issues into the business. This avoids some retype and paraphrasing but still requires staff to manage.
Run Listening Platforms Across internal channels such as Wikis and Forums : this could be automated to filter hot topics and prioritise work and many forum providers are moving into the semantic space to enable just that.
Involvement in Design : beyond providing a Wiki or a Facebook group and harvesting opinions on features via Listening Platforms how do we get customers deeply involved in the creation of the products and services we design?
The big question... Is deep automated integration an expensiveand proprietary folly between sCRM and CRM at the present time?
Do we end raising projects titled 'Integrate with the Internet'?