What is Crm
Today's post is adapted from the Grande Guide to Social CRM, written by the well-known social CRM thinker, Paul Greenberg. There's a lot of talk about social CRM these days, but precious little action. This is at least partly, if.
What is Crm
145 ►Retweet Today’s post is adapted from the Grande Guide to Social CRM, written by the well-known social CRM thinker, Paul Greenberg.
There’s a lot of talk about social CRM these days, but precious little action. This is at least partly, if not wholly, due to a misunderstanding of what social CRM is.
First, social CRM can’t be implemented within an organization simply by adding a particular tool or technology. That’s because we’re not in the midst of a profound change to the rules of business, but a communications revolution. No longer constrained to the phone or email, customers and prospects are finding new ways to voice their concerns, questions and feedback on social channels like Facebook, Twitter and LinkedIn – to name a few.
Social CRM, then, is not about dumping the traditional means of interaction between a company and it’s customers, but incorporating these social preferences into the mix. In other words, it’s about reproducing, as closely possible, the way humans interact.
So how to get started? Well, it’s not just about tools. It’s also about culture. And there are several questions to ask and steps to consider. Here are a few to help wrap your head around social CRM.
First, identify what your customers want. How would they describe an ideal relationship with your brand? Try to capture the voice of the customer in subsequent correspondence.
Once you know what your customers want, you can develop a strategy that balances their wants with what you can realistically do and the channels you can use. Make sure your desired outcomes are reflected in the plan.
Social CRM programs should be designed around the outcomes mapped out in your strategy. Maybe it means a focus on improving advocacy among your customers. In this case, you would develop a rewards program that would get customers talking to their peers about their experiences with your product.
Processes are now guided based on how they impact customers. The degree to which they enhance the customer’s experience can determine whether or not processes should be kept, modified, or eliminated.
Social CRM is as much about culture as it is about technology. That said, there are tools you will need to support these programs and processes (more about this in the next section). You need to understand your options and the related costs.
The basic tenet of Social CRM is that the buyer, not the seller, controls the conversation. If you want to succeed, you need to make sure your company accepts this new reality.
Our blog explores the role innovation plays in revenue generation. It’s about the causes and effects of sales and marketing alignment. It’s about demand generation, operational efficiency and marketing analytics. It’s about change, progress. It’s all about revenue.
Anne Holland’s Which Test WonB2B Marketing BlogB2B Marketing SmartsBulldog blogBuzz Marketing for TechnologyChief Marketing TechnologistConversation AgentCRM Strategies BlogCrowds 2 CrowdsDianna Huff’s B2b Marcom Writer BlogInbound Internet Marketing BlogLauren On DemandMarketing InteractionsMarketingProfs Daily FixSavvy B2B MarketingSix Pixels of SeparationTechnically MarketingThe Annuitas Group BlogThe FunnelholicThe Relationship EconomyThink Customers The 1to1 BlogWeb Ink NowIt’
There’s a lot of talk about social CRM these days, but precious little action. This is at least partly, if not wholly, due to a misunderstanding of what social CRM is.
First, social CRM can’t be implemented within an organization simply by adding a particular tool or technology. That’s because we’re not in the midst of a profound change to the rules of business, but a communications revolution. No longer constrained to the phone or email, customers and prospects are finding new ways to voice their concerns, questions and feedback on social channels like Facebook, Twitter and LinkedIn – to name a few.
Social CRM, then, is not about dumping the traditional means of interaction between a company and it’s customers, but incorporating these social preferences into the mix. In other words, it’s about reproducing, as closely possible, the way humans interact.
So how to get started? Well, it’s not just about tools. It’s also about culture. And there are several questions to ask and steps to consider. Here are a few to help wrap your head around social CRM.
First, identify what your customers want. How would they describe an ideal relationship with your brand? Try to capture the voice of the customer in subsequent correspondence.
Once you know what your customers want, you can develop a strategy that balances their wants with what you can realistically do and the channels you can use. Make sure your desired outcomes are reflected in the plan.
Social CRM programs should be designed around the outcomes mapped out in your strategy. Maybe it means a focus on improving advocacy among your customers. In this case, you would develop a rewards program that would get customers talking to their peers about their experiences with your product.
Processes are now guided based on how they impact customers. The degree to which they enhance the customer’s experience can determine whether or not processes should be kept, modified, or eliminated.
Social CRM is as much about culture as it is about technology. That said, there are tools you will need to support these programs and processes (more about this in the next section). You need to understand your options and the related costs.
The basic tenet of Social CRM is that the buyer, not the seller, controls the conversation. If you want to succeed, you need to make sure your company accepts this new reality.
Our blog explores the role innovation plays in revenue generation. It’s about the causes and effects of sales and marketing alignment. It’s about demand generation, operational efficiency and marketing analytics. It’s about change, progress. It’s all about revenue.
Anne Holland’s Which Test WonB2B Marketing BlogB2B Marketing SmartsBulldog blogBuzz Marketing for TechnologyChief Marketing TechnologistConversation AgentCRM Strategies BlogCrowds 2 CrowdsDianna Huff’s B2b Marcom Writer BlogInbound Internet Marketing BlogLauren On DemandMarketing InteractionsMarketingProfs Daily FixSavvy B2B MarketingSix Pixels of SeparationTechnically MarketingThe Annuitas Group BlogThe FunnelholicThe Relationship EconomyThink Customers The 1to1 BlogWeb Ink NowIt’
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