When it comes to the CRM, Paul Greenberg literally wrote the book. When it comes to Social CRM, he had this to say:
“We’ve moved from the transaction to the interaction with customers, though we haven’t eliminated the transaction – or the data associated with it. Social CRM focuses on engaging the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. [The social CRM] is the company’s response to the customer’s ownership of the conversation.”
I wanted to start here because we all know that here at SocialCRMInfo.com, we feel like the Social CRM is a big deal (hell, it’s the entire focus of this blog), but the idea and importance reaches far outside these digital pages. The CRM world is standing up and taking note as well, which is good because the Social CRM is not out to destroy the traditional CRM.
I’ll give you an example:
I held out on buying a Blu-Ray player for a long time. The main reason holding me back was the simple fact that I had spent years building up a very impressive DVD library. The last thing I wanted to do was sacrifice all that work and start over because Blu-Rays looked a little better. Square 1 scared the bejeezus out of me.
One day, through some research, I stumbled on a fact that had always been true but had escaped me up until then: Blu-Ray players were compatible with, and even enhanced, DVDs. The day I realized that Blu-Rays weren’t out to destroy what I had built, but were coming in to enhance and improve my efforts, with the ability t take my efforts further I went out and bought a Blu-Ray player and now can’t remember why I was so scared to do it in the first place.
It appears to me that many companies are holding onto the same fears about implementing a Social CRM. Let’s explore that.
Cooperative, Not Combative
Customers are adopting social media into their daily lives at alarming rates, yet companies are dragging their collective feet getting on board and installing Social CRM components into their current CRMs.
It’s true that there are many problems facing companies today when getting in line with social media efforts (we’ll be discussing those on Thursday, so come back for that), but simply throwing more people at the problems won’t solve anything. A more organized, concerted effort needs to be made in order to give companies to respond and relate to customers in a near real-time fashion.
A Social CRM is that opportunity.
Social CRM does not come in to replace an existing CRM, quite the opposite. Social CRM enhances the efforts of the existing CRM. Social CRMs augment social networks into CRMs as a new channel with which to communicate and drive relationships. The purpose of a well-defined Social CRM is to build upon the existing relationship aspects of existing CRMs and improves those relationships with more pointed and meaningful interactions and conversations.
So, don’t hold back on getting that
Blu-Ray pla…..er……I mean, Social CRM in place because in a few months you’ll look back and not be able to remember what your life was like without it.
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