Social CRM - To continue the notes on CRM

Today’s reality of growing digitalization brought CRM to its new 2.0 level – Social CRM. While CRM 1.0 is about relationships between company - supplier-customers, CRM 2.0 means conversations happen between customers and quite often without any participation of the company.

Hence, Social CRM from a company perspective:

1. Begins with social listening - observing conversations and monitoring brand perception
2. Further key element is social login - registering and starting activity on social networks
3. Then it moves to social scoring and profiling - identifying key influencers
4. Advocacy and engagement - interaction with audience 

This process enables the company to Integrate social insights into the customer/partner experience and Integration of social collaboration into customer/ partner interactions. Social CRM allows taking customer relationships to the new level through efficient feedback and issue management. It also gives perfect opportunities for specialized campaigns.

Still questioning why to consider CRM? There are short, mid and long-term benefits allowing the company to move from turnover perspective of value, from satisfaction to commitment, from one way to multichannel communication. The mix of factors in the long run has a very powerful impact on image of the company from customer point of view.  

For an interesting Ukrainian example of social CRM refer to Watsons’ and Hoshva Digital Watsons+