What is social CRM?
Therese
better educate myself on social CRM, CRM 2.0 or whatever this Web 2.0/
social media phrase is best called. Thanks.
Edy
relationship, whereby the relationship control and management has
moved from the enterprise controlling most of the conversation in a
monologue fashion to the customer controlling the bulk of conversation
is a dialogue and community environment. Customers have become social
and found other liked minded individuals to become social with. While
that may seem immaterial from a business perspective, it actually
mandates a call to action for businesses that seek to increase
customer acquisitions, increase customer share and grow market share.
With increasing volumes of online information and within communities
which benefit from the power of many, customers are more informed and
more demanding. They are more empowered and less trusting of the
companies that they choose to do business with. Therefore, the
companies that seek the social customers’ business will have to find
new ways of interacting and satisfying the change in the customer
relationship management. Businesses must now create CRM strategies
that on the one hand support the operations of their business and on
the other hand engage the customer in a social way and ultimately
figure out how to create a customer experience that makes that
customer an advocate of the company.
Social CRM strategies have to be constructed in a way to maximize each
customer experience and ultimately engage the social customer on his
or her terms in order to elevate the customer to become an advocate.
But to do that, you have to know what the customer wants, what the
customer actually thinks of you and how they want to communicate. For
true and sustained customer understanding, you need to understand the
customer’s experience with you – not the one that you presume is their
experience – but their actual experience. That is the voice of the
customer. The tools and processes to capture the voice of the social
customer are immature and generally not part of any transaction based
CRM software system. The good news though is that engaging the social
customer is less about CRM systems and more about providing value,
transparency and an authentic relationship.