How to Choose CRM Software: Social CRMs
On top of cloud computing the latest trend to be integrated into CRM is social networking. The question industry executives are still sorting out is do small businesses really need their CRM to track their social networking?
The advantages of social CRM, for those ready for such a big leap, says Brent Leary, co-founder of CRM Essentials consulting firm, are three-fold:
• The ability to connect with people using free or very inexpensive means
• The ability to find folks you want to do business with on social netwroks and to learn what's important to them using monitoring tools
• The ability to craft a message that responds directly to what customer challenges are right then and there
Added Leary, "What's [also] really important today is leveraging the web and creating opportunities to engage people. Traditional CRMs weren't built for that. Now with online social networks you can create content that works for you 24/7 and builds leads for you. People can find what you're talking about and ask you more questions. You can create more online relationships than you can face to face."
Vegesna called social CRM a 'bubble.' "There is too much focus on social CRM these days and I consider it to be a bubble for users who are getting started on CRM. Adding social aspects may add value, but that is not the core of a CRM system. A CRM system's responsibility is to automate and enhance productivity and maintain customer relationships," said Vegesna.
Alternatively, Whiteley said, social CRM is where companies need to be headed with their CRM upgrades. In fact, Salesforce.com has taken the lead in launching new tools to bring social and CRM together. Their Service Cloud online application taps into communities of social networks like Twitter and Facebook.
For example, "If you have a large group of people on Twitter talking about their problem with pairing their headset to their phones, you want to be able to grab those Tweets and route them to the appropriate person in your company so the customer can get the answer they need directly from the source," explained Whiteley.
For the social conversations inside your company, there's Salesforce Chatter, the equivalent of Twitter.
"Chatter looks and feels like a social network except it's just for your company," explained Whiteley. "It's about relationships with your own employees. It allows you to track the people, the applications, and the information that you care about most in your company. You can even follow things like documents that you're interested in."
Any information in your system can have a feed associated with it using Chatter. "Historically you'd have to go search for data in your system. With Chatter it's now being served up to you," said Whiteley.
Whether you need help remembering how far away you are from meeting your sales goal or need to organize contact details, there is likely a CRM out there to fit your needs when you're ready for the install.
Dig Deeper: Traditional CRM vs. Social CRM
How to Choose CRM Software: Resources
• CRM Buyer's Guide
• ISM's Guide to CRM Automation
• Learn More about Social CRM with Social CRM World
• Understanding the Function of a CRM
Dig Deeper: Offering Personalized Customer Service with CRM Software
