Why Social CRM?
The relationship between brands and customers has traditionally been focused around the brand, not the customer. However, the rapid adoption of social networks has shifted the balance of power to the customer. We increasingly seek out opinions online about products and services before making purchase decisions. These are trusted more than a brand’s own website, and a lot more than advertising. There is a proven link between online conversation and sales. By creating communications strategies that customers want to engage with – not avoid, Social CRM programs can deliver real value, not buzz.
Whereas traditional CRM activity focused heavily on operational effectiveness and its impact — both internally and on the customer — social CRM is all about people and community. It’s about how your company intends to participate in the ongoing conversations taking place in the industry. How you embrace non-traditional influential people like popular industry bloggers, and social sites on the Web frequented by your audience. Fully understanding the importance of contributing to discussions will help you build the reputation needed to become a valued member of the online communities relevant to your business.