Every marketer is familiar with the term customer relationship management (CRM), the practice of “managing a company’s interactions with customers, clients and sales prospects” (Customer Relationship Management Wikipdedia). In fact, CRM was once a marketer’s best friend. However, there is a new kid on the block. Meet Social CRM (SCRM).
SCRM is an extension of traditional CRM because it is designed to engage customers in a collaborative conversation, providing mutually beneficial value in an open environment. SCRM is charming, popular, honest, and even sexy – customers are drawn to companies that utilize it.
Marketers must be aware of how to design and implement a SCRM strategy because in both B2C and B2B markets, customers are using social media before, during, and after purchases. Companies need to engage in these conversations to improve reputation, manage product and service issues, and gain customer insights and trust.
The key for any business is to develop a platform (or platforms) where customers can engage but let them create their own experience.