Customer Relationship Management & Social CRM

Customer Relationship Management & Social CRM


Traditional CRM - Is about — enhance customer analytics, improved operational effectiveness & improved coordination between areas that provides customer service delivery.

CRM developed out of the need to store customer information. It started with businesses trying to build databases of customer contacts and converting filing cabinets full of customer files into easily accessible databases. Many organizations today are capturing terabytes of information about customers: interactions, cases, interests, demographics, responses to marketing efforts, and buying cycles. The key challenge for most businesses is how to capitalize on this information.

Traditional CRM applications provide necessary flexibility to implement and automate front-end processes. It is focused on operational efficiency and improving collaboration.

What is Social CRM (SCRM)? According to Brent Leary, an SCRM expert

“Social CRM is growing out of a completely different need – the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.”

Social CRM extends beyond traditional CRM by focusing on people and not on processes. Processes and information are covered by traditional CRM.

Social CRM centers on meaningful engagement—it focuses on content and conversation.

Social CRM evolved from the need to create new customer relationships built on trust. This means actively participating in social media forums with your customers by:

1. Interacting with customers through wikis and blogs
2. Encouraging customers to share ideas
3. Creating platforms in partnership with customers that improve the company’s value proposition