In-depth: The social side of CRM
Social CRM enables firms to monitor and interact with their followers more effectively than ever before, writes Billy MacInnes.
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Where is customer relationship management (CRM) going next? It's a simple question and, judging by the responses from people in the industry, the answers are pretty simple too.
The first port of call is social CRM. What does this mean? Essentially, it's about adding social media to the CRM toolbox, allowing businesses to engage customers and build dialogue in social media sites such as Twitter and Facebook.
"Increasingly, social media channels are the first port of call for customers, whether that be to find out about a product, air grievances or to share their experiences with others," says Daniel Hansen, director at QuestBack.
"Tools that can offer insight into a brand's social media audiences are an invaluable way of understanding who they are, how they relate to target audiences, how interactions can add value, and how to adapt future communications to increase the effectiveness of social media channels."
Read the entire Billy MacInnes article