What is Social CRM?
Social CRM or customer relationship management becomes absolute necessity for brands in this age of changing consumer behavior. Social consumers are the influencers and can make and break your brand image. The challenge lies in how you would effectively connect with the consumers. Social CRM is basically a strategy which emphasizes on knowing your customers better, predicting their responses and leveraging the same for enhancing your brand presence.
As defined by Paul Greenberg:
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.
The process adopted in Social CRM may be different depending on the vertical where it is used but the main objective is to engage with the customers, put social signals to optimum use.
Social CRM can be used for marketing, client services, sales,when a new product is launched. Sometimes it is purely used for online reputation management of a brand. Since it is customer defined process it encompasses virtually all the departments which directly or indirectly connects with the customers or clients. Social CRM can also ensure you get ROI. It is with this technique that you convert fans into customers and customers into your loyal fans forever.
Some of the popular Social CRM tools/companies are:
- Collective Intellect
- Sugar CRM