Social Media Marries CRM
Well, maybe they're just engaged. In today's lead 1to1 Weekly article, we discus the opportunities and advice for companies looking to integrate social media tools into their larger CRM strategy. It makes perfect sense as a strategy to learn about individual customers to create 360-degree view of the customer. There is still a way to go, however, before the two strategies meld.
Many companies are still trying to figure out social media's role within their organizations. Experts say that the path will become clear if firms think about blogs, forums, Twitter posts, and Facebook friends as part of customer interaction strategy. And by combining data collected from social media with other customer information already in CRM systems, new valuable customer insight will begin to emerge.
In the end, it's got to be about the customer experience, not about the coolness of the tools. Martha Rogers, Ph.D., says:
"Companies shouldn't engage in 'social media' just to make money on that set of channels so much as to make sure they are using all the tools in their toolbox to optimize the value of each customer, and overall customer equity."
How are you incorporating social media into your customer strategy?
Related Entries
- Hoffman's Hot Seat: Plotting the Course for CRM
- Hoffman's Hot Seat: Using a Full Range of Customer Inputs
- Hoffman's Hot Seat: The Intersection of Social and CRM
