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Social Customer Relationship Management (sCRM)

Consumers are changing and evolving with the growth of social media. The business world is ready for social media because they realize that social media is no longer considered a fad, definitely not just hype, and not going away any time soon. Social CRM is about moving from fans and followers to customers and advocates.

Paul Greenberg defines Social Customer Relationship Management as “a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

We are in the age of the customer, successful businesses must be ready to connect with consumers via traditional and digital communication channels. Marketing campaigns must be integrated in a way where is easy for the customer to communicate with the company. Corporate social networks with an integrated CRM are being created as you read this post, they are helping corporations to increase their engagement with their clients in a more controlled environment. Companies are putting more emphasis on customer retention and satisfaction because they recognize the long term value of customer relationships and extend communication beyond intrusive advertising and sales promotional messages.

Don’t be left behind, talk to your marketing department about adding the social component to your CRM or start building a custom social network for your business. It’s time to get social!

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Tayde Aburto

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