Greenberg (2009, p. 34) defines SCRM 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 programmatic response to the customer's control of the conversation'.
In essence, SCRM is the fusion of social media and customer relationship management. It combines the conceptual elements of social media and CRM: social networks, communication technology, communities, strategy, customer value, and relationships.
Social CRM has applications in marketing, customer service and sales, including:
Traditional customer relationship management focuses on collecting and managing static customer data, such as past purchase information, contact history and customer demographics. This information is often sourced from email and phone interactions, commonly limited to direct interactions between the company and the customer.
Social CRM adds a deeper layer of information onto traditional CRM by adding data derived from social networks like Facebook, Twitter, LinkedIn or any other social network where a user publicly shares information. The key benefit of social CRM is the ability for companies to interact with customers in a multichannel retailing environment (commonly referred to as omnichannel) and talk to customers the way they talk to each other. Social CRM enables companies to track a customer's social influence and source data from conversations occurring outside of formal, direct communication. Social CRM also allows companies to keep a full audit history of all customer interactions, regardless of social channel they choose to use, available to all customer care employees.
Metrics for building awareness:
Metrics for increasing sales:
Metrics for assessing changes environment in an industry:
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