社交型的CRM系统

（中国软件网讯）我们的共享服务加拿大网络研讨会有个展示将覆盖“社交型CRM”。

这仅仅指的是反映我们生活的新一代Web2.0社交媒体世界的CRM实践的现代化，包含如下几个因素：

通过Twitter等社交网络与客户和潜在客户沟通。

把你的后端系统连到社交媒体世界

数字身份管理—通过OAuth协议和其他标准共享用户ID方法

这些考虑是通过移动你的程序“到云上”的更广泛的企业转型战略的关键。它反映了一个事实：这也能“社交会“你的企业应用并虚拟化他们。

事实上只有虚拟化它们才会带来一些好处：如降低成本、提高IT管理效率，但是这不会从根本上改变组织和企业流程运作的方式。

这种层次的转变使得社交媒体可以用来改变组织与客户交互的方式，共享信息和构建知识集群的方式。所有的这些可以从根本上帮助战略目标的实现。

MaaS—市政即服务

通过我们在埃德蒙顿市的案例研究可以解释这点，埃德蒙顿市是我们的市政即服务“MaaS”的中心，是我们正在通过加拿大云路线图计划开发的解集。

埃德蒙顿市正在实现OpenText范围内的“社交团体”模块，作为使用CMS管理他们的内部网发布和他们面临的“市民CRM”门户网络的一部分。

这个综合性的软件平台意味着他们可以从社交媒体接口连到他们的后端传统系统把他们的业务流程的完整生命周期结合起来，这意味着其所有核心操作流程可以用这种方式实现现代化。

对于其核心业务流程，如营业许可等等，通过流线型网上申请，这可以极大地提高成本效益，而且也可以用在无数规模较小的，但是对使用它们的市民及实践它们的员工来说都是同等重要的，是电子政务的“长尾效应”。

例如，考虑简单的交互，如父母参加它们孩子的学校学习，在当定的游泳池预定游泳课等等。

社交型CRM不仅可以自动化设施预定，更重要的是，它起到一个关键的使能作用，使得这些服务通过社交媒体更易发现，通过Facebook这样高容量的界面更易找到，因此在这样的背景下，帮助社区构建服务支持的进程。

很重要的一点，社交媒体也是实施反馈的理想工具—鼓励市民不仅做服务的用户，也能对服务的未来发展做出直接的献言献策。市民参与不只是简单地在选举时投票，而且还应积极参与帮助其他市民的服务网络。

One of the presentations for our Shared Services Canada webinar will cover “Social CRM”.

This simply refers to the modernization of the CRM practice to reflect the new Web 2.0 social media world we live in, factoring in aspects like:

?Communicating with customers and prospects through social networks, Twitter et al

?Connecting your back-end systems to the social media world

?Digital Identity management – Sharing user identity methods via OAuth and other standards

These considerations are key to the broader strategy of business transformation through moving your processes “into the Cloud”. It reflects the fact that this can also mean “socializing” your business applications as well as virtualizing them.

Indeed only virtualizing them will deliver some benefits, reducing costs and improving IT management efficiencies, but it won’t fundamentally change how the organization and business processes work.

For this level of transformation social media can be harnessed to change how the organization interacts with customers, how it shares information and builds knowledge clusters. All of these can radically improve how effectively strategic goals are achieved.

MaaS – Municipality as a Service

This will be explained through our case study of the City of Edmonton, the centrepiece to the ‘MaaS’, – Municipality as a Service, solution set that we’re developing through our Canada Cloud Roadmap program.

Edmonton is implementing the ‘Social Communities‘ module of the OpenText range, as part of using the CMS to manage their internal intranet publishing as well as their front-facing ‘Citizen CRM’ web portal.

This comprehensive platform of software means they can link the full lifecycle of their processes right from the social media interface through to their back-end legacy systems, meaning all of their core operating workflows can be modernized this way.

For their core business processes, like business permits and so forth, this can greatly improve cost efficiencies by streamling the online application, but also it can be used for the myriad of smaller ones that are equally important to the citizens who use them and staff who fulfil them, the “long tail” of e-government.

For example consider simple interactions like parents engaging with their childrens schools, booking swimming lessons at the local pool, and so on.

Social CRM can not only automate the mechanics of booking the facilities but more importantly it can play a key enabling role in making these services more discoverable through social media, more easy to find through high volume interfaces like Facebook, and therefore within this context help the community building process that these services can encourage.

Critically social media is also the ideal toolset to facilitate feedback – Encouraging citizens to not only be users of these services, but direct contributors to their future development too. Citizen participation is about far more than simply voting more at each election but rather becoming an active part of the service networks that help other citizens.