SocialCRM Revisited: The Continued Progression of Customer Relationship Management

Throughout the last decade, people and organizations have continued to adopt technology in order to enhance themselves and/or their businesses. In fact, with all the technological influxes we have all experienced over the years, it is no wonder that our brains also keep expanding or are you like me and finding your brain having a hard time keeping up? Needless to say… would you agree that these technological improvements and advancements, regardless of nature found in our lives and businesses are helping us run easier or do you think that they are bogging us down?
Customer Relationship Management (better known to many as CRM) is one such concept not only evolving in our own personal lives but also many of our businesses like I have mentioned many times in previous posts. This concept, which once only applied to us managing relationships in a personal setting, has now become an integral part of our online existences. Whether you look at CRM as a tool, in a business setting, or in your personal live, there are many CRM resources that are now available to us, which can help monitor SOCIAL activities (CRM systems), while providing quantitative (DATA) that you or your business can use to ultimately drive new relationships and increase sales by providing a personalized approach to your friends, colleagues, and potential friends or clients if used correctly.
[Image: CMS Wire]
It was one believed that only progressive or large corporations were the ones investing in CRM. However, most if it not all of these same organizations failed (are still failing) to accurately quantify what benefits they derived or are deriving from a CRM system, which many believe has halted their advances in dealing with customer issues and relationships through CRM. What’s interesting is if you look at these companies (many studies out there) you will almost always find that most of the time it was not the systems fault but instead the people and/or companies using these systems, as they never really figured out a way to clearly define what they wanted (will Want) out of these technologies… now enter SMALL BUSINESSES!
In today’s day and age (especially with the advent of social media) customer engagement has become/becoming a key emphasis in almost every business(es) long-term strategies (i.e. the whole who, what, when, where adage)… how to interact with customers, friends, and acquaintances in order to grow. One thing in certain and that is this integration of customer relationship management by anyone with access to social media is giving everyone regardless of size, location, age, gender, race, etc the ability to stay in touch while voicing their opinions about people, businesses, governance, etc. to name a few. Does this sound familiar?
Now enterSocialCRM. Although not 100% defined yet, SocialCRM is Customer Relationship Management in a traditional sense (personal communications) but instead of focusing on the system, more people and organizations are focusing on the channels that their friends and customers use to voice their concerns and opinions. In other words… ENGAGEMENT of the PEOPLE! In a nut shell, SocialCRM is not some new system, rather it is a new way for people and businesses to integrate social media into their customer relationship management practices to better predict behavior (personally or professionally) in order to enhance either your personal or professional brand. Make sense?
[Image: ViralBlog]
Needless to say, there are hundreds of examples now available to just about anyone with an internet connection of how they have and/or are using CRM strategies combined with SocialCRM to enhance relationships and monitor progress, while putting quantitative data behind their actions. In fact, I ran across this article Big Brands’ Journey Toward Social Business, which is what spurred me to re-visit this subject while providing our readers with yet another resource and basic explanation in order to help in understanding how other brands and businesses are successfully adopting SocialCRM strategies to connect with their audience(s), react to inquires, and give their customers what they want (I liken this to the saying, GET THE PEOPLE GOING by GIVING the PEOPLE WHAT they REALLY WANT) not what you or your company may think they want.  The important thing to remember about all this is that people and companies that include online with in-person relationships through technologies such as CRM and Social Media will be rewarded by their old and new acquaintances with new personal and professional relationships that hopefully spur growth and innovation… now that’s truly SocialCRM!

David Dandaneau is a Consultant at [SevenTimesSeven]. He specializes in helping business owners “manage their business and not their processes!” For more connect with him via Twitter @ddandaneau or any of the other social platforms you may find him on.