What is Social CRM and all the hype around it? According to Wikipedia there are many varying definitions of the term but Paul Greenberg’s is the most frequently quoted.
“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”
Given this definition, I believe the time for social CRM is finally here. Businesses are re-wiring their systems of record to connect with social data, and becoming more customer-centric, relationship-focused, and transparent. By doing so they are gaining the best possible outcomes in terms of strategic thinking and planning as well as actual tactical execution. This webcast, “The Roadmap from Social Listening to Integrated Social Intelligence”, with SymphonyIRI, Forrester Research, and Visible®, represents a great example of how SymphonyIRI correlates social data with POS (point of sale) results to drive in-store merchandising. Read more…
Socialize Your CRM
Posted by Enrico Montana on January 18, 2012A recent eMarketer research study indicates that companies who answer questions on social channels are more attractive to consumers. About 6 out 10 Twitter users would like to have businesses respond to their inquiries on Twitter. Two thirds of these Twitter users also indicated that having a business respond to them on social channels would make them more satisfied and more likely to make a purchase from that business.
Clearly, going the extra mile and proactively reaching out to customers with questions or issues on social channels can have a significant impact. Companies with social servicing programs are often written about, but there are some other applications for CRM such as using social data for lead generation, loyalty programs and a deeper understanding of customers that are also worth considering. Read more…