There’s a lot of talk about social CRM these days, but precious little action. This is at least partly, if not wholly, due to a misunderstanding of what social CRM is.
First, social CRM can’t be implemented within an organization simply by adding a particular tool or technology. That’s because we’re not in the midst of a profound change to the rules of business, but a communications revolution. No longer constrained to the phone or email, customers and prospects are finding new ways to voice their concerns, questions and feedback on social channels like Facebook, Twitter and LinkedIn – to name a few.
Social CRM, then, is not about dumping the traditional means of interaction between a company and it’s customers, but incorporating these social preferences into the mix. In other words, it’s about reproducing, as closely possible, the way humans interact.
So how to get started? Well, it’s not just about tools. It’s also about culture. And there are several questions to ask and steps to consider.
Here are a few to help wrap your head around social CRM.