What's tricky is that people are not generally equally gifted on both sides of the brain. Communicators may be scatterbrained about standardized, regular tasks; process-driven people may be too rigid in their thinking to effectively imagine new ways of doing things.
Success in social CRM requires as much knowledge of processes as it does willingness to engage with customers. A social CRM team, therefore, has to have people whose strengths lie in these different areas. What is needed is a good combination of people who are left-brained and those who are right-brained.
