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What CRM Means In a Social Age
Using Social Data to Better Understand Your Customer
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Many marketers now have more fans and followers across social media than they do e-mail or direct subscribers. Brands are forced to adopt new customer relationship management (CRM) practices quickly as legacy technologies, previous partner relationships, and organizational structures are challenged in meeting the needs of today's social consumer. There is no question that consumer behavior has changed. But how can large enterprises shift to effectively connect with their consumers while leveraging the power that good CRM provides?
While there is no silver bullet, practices and technologies are emerging that make the most of connecting with the social CRM channel. Understanding key themes and sifting through the noise is crucial to getting an organization set up. The war for dominance in this area will be brutal, with a landscape that is likely to see upsets while a handful of marketers build solid names for themselves.
Social CRM Defined
An effective Social CRM strategy must focus on better understanding, anticipating and responding to the needs of existing and potential customers by leveraging social data to create stronger, mutually beneficial relationships. Technologies, content, and data management strategies are likely to vary wildly from previous CRM practices, thus creating a new landscape for the marketer.
Read the entire Michael Scissons article
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