This page contains a Flash digital edition of a book.
SOCIAL CRM - TAKING IT TO THE NEXT LEVEL Today customers aren’t just talking directly to you or interacting one-to-one with you on your website. They are also talking to each other, discussing your products, your brand reputation, their own customer experience and any new services you are launching.


This interaction may take place on your site or on social networks and other third party sites and forums. These many-to-many relationships are a different way of thinking for CRM and the software needs to be flexible enough to identify and store the things that are important about these relationships and interactions.


A simple example: a customer posts “What do you think of product X”? Another customer replies with a recommendation but another comes back with a negative and factually incorrect comment. You can be alerted to this dialogue in CRM and the product manager advised to take action.


The corporate response should always be decided on a case-by-case basis but posting to the forum with factual information may provide the background needed for the client to make a buying decision. More importantly any other potential clients researching online will not only find the original query, but also the correction.


This is Social CRM, recording the important aspects of these relationships and flagging where it is important to take action.


SOCIAL INTELLIGENCE Social Intelligence is the monitoring and analysis of chatter online and deciding what to do. A quick Google search for “YouTube UnitedAirlines” will show you how much damage an angry client with a guitar can do to a large brand online.


Information or ‘chatter’ can be pulled from Twitter, Facebook and other third party websites using brand monitoring applications and recorded in CRM. Mining this data can provide a wealth of information identifying those who love as well as hate a product or service. Being aware of negative comments is critical to a brand’s reputation and not responding fast enough can be massively damaging as some big brands have found to their cost.


Customers are already discussing your products and brands online and this trend will only accelerate over time. Your business can choose to ignore it, or it can embrace it as an opportunity to engage with customers and prospects. Social Intelligence and Social CRM are just tools to make managing this engagement easier.


Hopefully this article has demystified some of the new trends and buzzwords and given you ideas about how CRM and the web could drive improvements in your business. It will be interesting to see how these trends evolve in the months and years ahead but given that they deliver real business benefit, we think they are here to stay.


51 entrepreneurcountry


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60