The Best Social CRM Programs

Michael Krigsman
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What Is Social CRM?

Smart businesses use analytics to gauge customer sentiment on social channels and respond, resulting in valuable two-way communication that bolsters brand equity. “Social media really is just another channel for customer communications,” says Brian Vellmure, Focus network adviser and principal and founder of Initium LLC, a California-based strategic consulting firm. Vellmure coached us on some of the major players in this arena. “New players are seeking to enable bi-directional communication between companies and customers. Many of them [handle] a different piece of that communication.”