Social CRM: The New Rules of Relationship Management. The Future of Social Customer Relationship Management. Killian Schaffer is VP/Strategy Director, CRM for Cramer-Krasselt/Chicago. You can follow him on Twitter @kschaffs. Currently there’s a lot of buzz around social customer relationship management (CRM). Social media platforms and technologies like Facebook, Twitter and Foursquare are transforming how companies market their products and engage audiences. But when you’re also concerned about delivering results to your clients, you’ll do well to study the evolution from traditional CRM to sCRM. Like different forms of intelligence – abstract, practical, emotional – customer data reveals different value traits that help to assess each individual. Then we can develop programs to extract revenue from that data.
While “transactional” value has been a mainstay for decades, the web and its social media platforms have introduced new “relationship” and “influence” measures. Transactional: Determines a consumer’s monetary value based on purchase recency, frequency and dollar amount. Social Media & CRM or Why You Can’t Ignore Social Media Anymore.
Did you know that 77% of customers search on social media sites for coupons and incentives? 60% of users interact with companies on social media sites on a regular basis? 43% of customers think that brands should all use social media to help their customers? With statistics like these, you really can’t afford to ignore social media anymore. A new infographic from the folks at Get Satisfaction illustrates the above statistics and more, to show you why Social Customer Relationship Management (CRM) is so important. The Get Satisfaction infographic shows how traditional CRM has developed into Social CRM in recent years as well as why Social CRM is more influential and effective than the older methods.
Social CRM – Getting Down to Reality Brian Solis. InShare0 Guest post by Paul Greenberg, author of CRM at the Speed of Light. Follow him on Twitter, please read his blog. First things first. Thank you, Brian. You know, I’ve spent a lot of time looking at the CRM market, as an analyst, consultant, journalist, blogger and whatever other chameleon-like title you can give me. In order to do that, let me throw something out to you guys, which may or may not come as a shock. Here goes. Starting with the Social Customer…. First, I presume that all of you know that there is a social customer who wants to be more engaged than a traditional customer does – and in fact makes that well known out on the social web, so aptly shown in Brian’s now famous Conversation Prism. The social customers are less engaged with your brand than they are with their friends and what they and their friends think of your brand.
Take a look at these: 1. 2. 3. 4. Now Moving to Social CRM Know why? 1. 2. The value to your business? The Case of Vocalpoint It is. La vérité sur le social media. Voilà une étude qui fait déjà réfléchir beaucoup de monde, et c’est une bonne nouvelle. Elle vient d’IBM, s’appelle what customers want et tient en 20 pages. L’essentiel est dans ce graph : Ce que dit le schéma ci-dessus est simple : les marques se tromperaient sur les attentes des consommateurs sur les réseaux sociaux. Elles y verraient en particulier tout sauf de la fidélisation business de base, alors que ce serait au contraire ce qu’ils attendraient d’elles. Nous serions donc dans le plus parfait malentendu. Personnellement, c’est Brian Solis qui m’a mis le doigt dessus, dans un billet au titre signifiant : getting down to reality et au contenu à l’avenant. On peut tergiverser sur la profondeur du panel et les conditions de cette étude. Aux sources du désenchantement, le malentendu ?
Il est aisé d’y voir une des raisons profondes à ce que Cédric Deniaud appelle du désenchantement, un sentiment que je rencontre pour ma part de plus en plus sur le terrain. Le mieux est l’ennemi du bien.