What is Social CRM?

Written by on November 30, 2010


OK. You probably heard all the buzz around Social CRM and want to understand what this means.

Of all the definitions I found online, I liked this definition by Dr. Harish Kotadia the best

“Social CRM is the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty.”

This definition, even though written at a very high level, clearly captures what businesses are trying to do with Social CRM – ie. Engage customers through Social media and why they want to do it – to build trust and brand loyalty.

Now this may mean different things to different people.

For the Marketer – Social CRM means reaching out to customers and prospects through blogs and podcasts promoted on Facebook, Twitter or LinkedIn usually for outbound marketing communication – Eg. To announce new products or deals etc.

For the Product Manager – Social CRM means getting customers to suggest ideas to the product manager and getting the community to vote on the ideas to help prioritize features.

For the Customer Support Manager– Social CRM means being available to customers on the new social channels like Twitter or Facebook in addition to traditional channels such as email or phone, listening to the social conversation, participating in the social conversation and occasionally taking the social conversation offline to engage with the customer the traditional way using email or phone.

For the Sales Manager – Social CRM means being able to identify contacts or other sales people who are “friends” of a prospect on a social network and to try and leverage those social relationships to aid in closing the sale.

Social CRM opens up many new opportunities in each of these fields and it is going to be quite interesting and challenging to adopt Social CRM activities in an inclusive way without abandoning any of the traditional CRM activities.

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  • Vik

    I agree, but these are the applications of social CRM. Social CRM, as it stands, is adding a social layer to customer management- in other words, looking beyond just the firm-customer link- into identifying and leveraging on inter-customer relationships.

  • Social CRM is very helpful kind of marketing strategies for business who wants to make it online.