What is social CRM, how to use the Social CRM for our best productivity. 2013 witnessed mass integration of social media channels into business operations. From just experimentation, entrepreneurs embraced social business and simultaneously adopted social media monitoring tools to deliver on-time social customer service.
In the words of an expert – ‘’ Businesses have recognized the value of human connection; which is why they have put the effort to build authentic and relevant connections more than ever. Last year, nearly all the major networks attempted to make themselves socially attractive with the introduction of analytics tools and more unconventional advertising models. Consequent to which 2013 saw Twitter make its debut in the corporate social media.’’
However, in spite of the high implementation ratio, many social media #fails emerged as an obstacle for the major networks.
While the rewards of social media are many, there is something that has held back many small and large companies to continue further.
Deloitte’s National Study – Many businesses perceive social media as the biggest threat and “technology disrupter” to their business models. They have become hesitant to continue embracing it, fearing corporate reputational risk.
The sole factor behind the failure of social media customer service initiatives has been failed understanding and implementation of social CRM. The most common factors for social CRM project failures are similar to the factors associated with CRM software failures, such as
Most companies assume to know what the customer wants, without actually having spoken to them. Inevitably, this leads companies to implement strategies, processes and systems which even when correct, fail to achieve the business goals.
In the words of Paul Greenberg – ‘’while there seems to be a consensus on the definition of social CRM, most of us see social CRM as the use of social and traditional CRM tools to automatically support and improve a strategy of customer engagement.’’
‘’How to use social CRM needs an escalation now. Enterprises need to figure out the business models, applications, processes and social characteristics that are required to actually implement the social CRM. Then only can the social media customer service begin to happen.’’
In what follows is a condensed version of how Paul Greenberg has defined and explained the use, functionality and implementation of social CRM to deliver the right type of customer service.
Looking ahead, Paul Greenberg has predicted social CRM to empower a new transformation of businesses. With Google already creating news in the SCRM industry by announcing a new feature in Google+, it is likely that CRM companies will extract ideas out of this (Google+ feature) development and integrate in their social CRM apps to give a better and improved experience to the businesses.