Social CRM is the evolution of traditional Customer Relationship Management systems adapted to social media.
Paul Greenberg, a leading authority in this space, defines SCRM as “…designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment. It’s the company response to the customer’s owning of the relationship.”
Traditional CRM was controlled by companies and the communication was usually generated by them. With the proliferation of social media, customers are initiating more of the interactions to and about companies. This has led to a fundamental shift in the focus and control of this critical “relationship”. Because the breadth and depth of communication in this relationship has expanded, there is a fantastic opportunity, with the assistance of technology to enhance the experience for both parties.
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