Organizations use technology to keep track of customers’ information. The hope is to build relationships with current and potential customers. This is referred to as customer relationship management or CRM. Social media has changed the way companies handle customer relationships. The following is a compilation of some of the top sources that I have found regarding how social media has impacted CRM:
- How Social Media CRM Affects ROI
- Don’t Cold Call – Social Call
- Facebook is the Future of CRM
- Search Engine Marketing: Effects on CRM and Online Exposure
- How Social Media is Changing CRM
- Connection Between Social Networks and Cloud Computing
- The Impact of Social Media on CRM
- Social Network Management Enhances Customer Relationship
- How QR Codes Affect Cloud CRM
- Empirical Study of Social Network Effects on CRM
As social networking changes and grows, organizations must keep up with those changes in order to remain competitive. The company that does not create a Facebook page or is not on Twitter, may lose out to companies that have taken advantage of these sites. There are unique ways to utilize these social networks. British Airways uses online surveys for customer satisfaction. Burberry launched a fragrance with Facebook, Salesforce.com and Twitter.
To find out more about social networking and CRM, check out a video by Salesforce.com titled: What is Social CRM. Paul Greenberg defines Social CRM as, “a philosophy and a business strategy, supported by a technology platform, business rules, workflow, process, 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. Social CRM is the company’s response to customers’ ownership of the conversation.”
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