CRM 2.0 FROM PAGE 33 force Ideas to help it go online One blogger at mystarbucksblog.
Shakur, project manager at ADP’s and engage its customer base in a com noted problems with multiple
Tax Credit Services. “Now we can dialogue, the organization had no instances of the same idea, the lack
just add a queue list to their desktop idea what to expect. The Starbucks of ability to vote against an idea and
so they never have to log into a third brand was a huge success in the the degeneration of discussion in
system.” brick-and-mortar world, of course, general. “The comments have really
RSS also improves communi- but online lattes were few and far descended to the level of a grade
cations among members of sales between. school argument over who is faster
teams, allowing them to receive Since its launch MyStarbucksIdea between Superman and the Flash,”
updates made by team members on has drawn strong community involve- the blogger wrote. “[A] post about tip-customers, projects and events. ment. Although statistics aren’t ping has some really nasty comments
shown on the site, its 4,137 pages by more than a few individuals. I
Stiff competition of ideas—at 10 ideas per page—add don’t think that removing the tip jars up to more than 40,000 ideas as of is a good idea, but the concept of My
salesforce.com and oracle provide early June. Starbucks Idea is that all voices are
a complete CRM ecosystem, but And, yet, there seems to be more heard in a respectful manner.”
a number of smaller vendors— noise than productive suggestions. [CON TINUED ON PAGE 36]
including Communispace, Market-
Tools and Think Passenger—are
providing solutions that can help Looking for answers
companies interact with customers more effectively. Used with
social networking applications
from vendors such as Jive Soft- 1. Executive sponsor 2. Implementation team
ware, Lithium Technologies and
Prospero Technologies, these customer collaboration applications Customers
can help companies lower support
costs by empowering customers 3. Online 4. Project
to solve one another’s problems. community team 5. Executive
While none of these customer col- Employees
laboration apps provides the same So, how do you deploy a vibrant online commu-
Digg-like capability to promote nity? Here’s the basic process that Salesforce.
ideas as Salesforce.com’s does, they com has seen with its customers, and one that
do address similar market niches. closely mirrors our conversations with users of
A direct competitor to Salesforce 6. Deliver results
other CRM apps.
Ideas is Spigit, a provider of idea
generation and crowd-sourcing tech- 1. Find an executive sponsor who backs the project. Gaining this sponsorship is
nology with a twist. Like Salesforce a big factor in the success of the deployment.
Ideas, Spigit enables participants 2. The leadership team works with the vendor to implement the product, which
to promote and demote ideas. But takes about 45 days.
Spigit adds the ability to factor in 3. Once the organization launches its community, decisions have to be made
the reputation of participants to about whether to invite employees or customers or both.
weight opinions and give greater 4. Once the app is implemented, a team reviews the ideas that are being
credence to the views of people who submitted.
have demonstrated expertise in a 5. The executive team’s goal is to identify ideas that will likely deliver results.
This kind of reputation-based 6. When an idea is being worked on or has been delivered, that status is commu-
ranking of ideas might have pre- nicated back to the community to let members know that their ideas are being
vented the problems Starbucks had heard. This can be done through a status field or a date-ordered blog that high-
with its MyStarbucksIdea service. lights success stories and recognizes key contributors.