The social dimension of customer relationships – Part IBy Mark Atterby Social Media and marketing automation are redefining the CRM (Customer Relationship Management) landscape, blurring the functional lines between sales, marketing and customer service. Each social media interaction, positive or negative, has the potential to be magnified across a network of connected people. In recent years a new term has emerged – Social CRM. CRM (Customer Relationship Management) emerged in the nineties to describe a business philosophy and a range of software applications to automate front office functions across sales, marketing and customer service. The term CRM has generated considerable confusion in the past and generated countless definitions, being used to cover a range of things including sales force automation, database marketing, telemarketing, lead generation help desk. Essentially it involved any interaction with a customer that utilised a computerised system to store information about that customer and their interaction with the organisation. This information could then be used to automate the processes needed to market to, sell to and service customers, as well as
…consumers who have a positive social customer care experience are nearly three times more likely to recommend a brand than those who don’t.
Two way conversations with customersSocial Media is redefining the way companies interact with their customers. This shift from mass media marketing to brands engaging consumers in meaningful dialogue is empowering consumers. Social media not only allows organisations to delight customers with a positive experience it can also significantly reduce the cost of each interaction[i]. According to Gartner social agents are able to handle four to eight times as many issues per hour as a phone agent. The public nature of social media means that each successful interaction has the potential to be magnified into a peer-to-peer
Social media not only allows organisations to delight customers with a positive experience it can also significantly reduce the cost of each interaction.