Social CRM is strategy
to make conversation with customers who bring you money and make your customer
happy. Social CRM is a philosophy and a business strategy supported by a
technology platform, business rules and social characteristics which are designed
to engage the customer.
Social CRM bring together two terms social networking and
customer relationship management that represent a current and an old time
conflict. The need for an individual employee to first and above all have his
own personal and professional contacts and relationship managed in personal
environment.
Tools such as LinkedIn, Plaxo and Outlook take tiny steps
forward but still leave most of the employee’s contacts out of the job
equation. Social CRM is the first strategy that is often supported by various
tools and technologies. The strategy is based around customer engagement and
interactions with transactions being a byproduct. CRM is comprised of sales,
marketing and service/support based function whose purpose was to move the customer
through a pipeline with the goal of keeping the customer coming back to buy
more and more stuff.
In social CRM the customer is actually the focus point of
how an organization operates. Instead of marketing or pushing messages to
customers, brands now talk to and collaborate with customer to solve business
problem. Traditional CRM was very based around data and information that brands
could collect on their customers, all of which would go into a CRM system that
then allowed the company to better target various customers. Social CRM and the
computing initiates without clearly defined benefits for the company and the
customers will be the biggest cause of failure.
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