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Academia Română a fost creată în 1866 pentru a cristaliza cele mai înalte valori intelectuale din provinciile românești într-o societate erudită menită să consolideze identitatea națională pe baza a patru componente esențiale: limbă și literatură, istorie, etnografie și cultură. La...
Social CRM or feedback that counts
Recently, participating in a webcast, I found one of the shortest definitions, but also among the most relevant, of what Social CRM means. Definition belongs to Paul Greenberg (author of "CRM at the Speed of Light: Essential Customer Strategies for the 21st Century") and says that Social CRM is "what makes a company when the customer controls the conversation". Considering the contracting of the local CRM market and the lack of interest for the conversations with the client shown by many companies, one might say that Social CRM is a concept too „avant la lettre” for Romania. However, I think that there are a number of companies which have already invested in CRM, and for those the addition of "social" functionality have become attractive.
Moreover, most analysts consider that the approach of the social aspect of the customer relationship management is necessary only after operational and analytical homonymous applications are functional. That requires first the collection and analysis of customer data so that, later, the capture of the interaction between these through various channels of social networking to be useful and effective.
Neither should be monitored and captured the interaction between all customers, only the relevant ones. Obviously it depends very much on the nature of the company and its products or services. Fortunately, however, companies are not guided by democratic rules, but on the contrary. Attitude, opinion or feedback to a "heavy user" is of a much greater weight than that of a occasional user's, as much as a manager opinion in a customer-company is more important than a mere employee, not involved in decision making. On these grounds, Social CRM must do not capture everything, but only what is relevant.
Maybe in Romania, before a discussion about Social CRM, would be necessary this question: Why should eventually invest in CRM? One answer would be that only an intelligent management of the customers may revive sales affected by the crisis. Thus, CRM itself can help the company to sell better, but Social CRM can determine the customers to buy more.
Parerea ta conteaza: 
What are the best metrics in CRM?
