By Barton Goldenberg
On Sept 15, 2015, ISM held its “How to Leverage Social CRM to Your Organization’s Advantage” Webinar. We had tremendous attendance with a large amount of interest generated by the number of questions concerning Social CRM by the Webinar attendees.
During our Webinar, we submitted this polling question to the Webinar attendees:
“Social CRM strategy will become increasingly important over the next 12-18 months. (Agree, Disagree, Maybe)”
Out of all the Webinar attendee responses, 100% agreed with this statement!
The webinar attendee poll response supports my long-standing forecast that Social CRM strategies is already or will have a meaningful impact in the near term for most organizations. At present, over 2 billion online users worldwide are participating in Social Media communities to create a chorus of conversations concerning relevant B2C, B2B and B2B2C topics. Properly harnessed, the ‘social insight’ generated from these conversations provides a wealth of insight regarding how customers enjoy working with an organization, as well as new ways for the organization to engage with their customers. I see a future marketplace in which those who do not tightly integrate Social Media into their CRM efforts will be relegated to the sidelines and left behind in the marketplace of the future.
Given the growth of Social Media communities worldwide, Social CRM tools and strategies will be used more and more to harvest information from Social Media communities, integrate this information into customer profiles and use the expanded profile to better engage with customers via personalized customer service, marketing messages and sales offers. It is no surprise that Social CRM is forecasted to grow to a $9 billion+ worldwide market by the end of 2018.
With Social CRM, an organization can gather ‘social insight’ about customers from information that customers have voiced or placed on Social Media communities. Next filtered customer information gets placed into an organization’s Social CRM system and added to the appropriate customer profile. Finally the organization leverages this social insight to better engage with customers via personalized communications, products and services. This powerful Social CRM functionality has never been available until recently.
As I see it, Social CRM is the next logical step in the CRM industry’s evolution. If CRM is a business approach that integrates people, process and technology to maximize relationships with all customers, provides seamless collaboration between all customer-facing functions and increasingly leverages the Internet and Social Media, then Social CRM is the next wave that engages the ‘social customer’ in an organization’s customer relationship efforts.
To learn more about how organizations can leverage Social CRM to their advantage, I have written a new book on Social CRM: The Definitive Guide to Social CRM. The book provides a proven step-by-step methodology road map that ensures successful implementation of Social CRM for an organization. There are additionally real-life case studies of organizations benefiting from their use of Social CRM tools and techniques. For more information on my new book, please click here
To see an entire replay of the Sept 15 Webinar: How To Leverage Social CRM to Your Organization’s Advantage, please click here
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Barton Goldenberg, is the founder and president of ISM Inc., customer-centric strategists/implementers serving best-in-class organizations globally. As a CRM leader for 30 years, he was among the first three inductees in the CRM Hall of Fame. Recognized as a leading “customer-focused” author, his latest book, The Definitive Guide to Social CRM, is hailed as the roadmap for Social CRM success. Barton is a popular speaker on “maximizing customer relationships to gain market insights, customers and profits”. He is a long-term columnist for CRM Magazine and speaker for CRMevolution and frequently quoted in the media.