Yoav Tchelet
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What is Social CRM?

Social CRM is the new buzzword amongst CRM and marketing practitioners the world over.

But what is Social CRM all about?

Well there are a number of definitions as to what Social CRM really is but I like the definition put forward by by Michael Fauschette: Social CRM is the tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers. The goal is to make the relationship with the customer more intimate and tied to the company by building a public ecosystem to better understand what they want and how they interact with the various company touchpoints like sales, customer service etc

So still confused?

Social CRM is really about bringing the social web to a CRM environment, its not purely about tools or only processes but its the combination of all of these with the goals and objectives of the business and aligning this with the customer. It’s all about bringing your customer closer to you as an organization and building a relationship – a relationship that is based on a one-to-one engagement.

Brent Leary at Inc.compares traditional CRM and Social CRM:”And with multiple people touching the customer for various reasons, it quickly became important to be able to track activities, appointments, potential deals, notes, and other information. Consequently, traditional CRM grew out of this need to store, track, and report on critical information about customers and prospects.Social CRM is growing out of a completely different need — the need to attract the attention of those using the Internet to find answers to business challenges they are trying to overcome.”

The Chess Media Group also puts it all together quite nicely in their diagram below:


What do you consider as Social CRM?

2 thoughts on “What is Social CRM?
  1. fionabosticky

    Cool, I've never heard of the Social CRM Process before, but it sounds quite good as a tracking system for measuring ROI as well.

    July 28, 2010
  2. yoavt

    Hi Fiona,
    Yes you have a valid point – Social CRM is really about combining tools and processes – something which allows for measurability and measuring ROI

    July 28, 2010
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