Social Customer Relation Managmet(SCRM)

Last week I have discussed Social Customer. Today I will share some information about how companies use SCRM to replace the traditional CRM in order to build up a good relationship between companies and customers.

Leigh(2011) point out some  requirements for a SCRM enabled organization:

1. A strategy for how you want to interact with customers.
2. Well defined processes and workflow for utilizing SCRM.
3. Better integration between self service, supported service and high touch service capabilities.
4. Adaptive and organic technology, people and process.
5. Some means of outbound listening. You need to be able to engage potential customers and contribute to the online dialogue increasing your share of voice and establishing thought leadership for conversions.
6. Well defined measurements for the interactions, by media type.

What is Social CRM?

First, social CRM is a business strategy. This strategy contains a number of different tools and techniques. And this strategy is based on customer participation and interaction. The final results are determined by customers. In the social customer relationship management strategy, sales only as an accessory. The most important point is let your customers getting involve.
Second, the social CRM contains all of the traditional CRM's factors, that is, social CRM also requires a user feedback and communication mechanisms. Efficient and professional process management system is able to help enterprises managing customer relationships and processing of user data.

Traditional CRM

Traditional CRM is  a one-way mode of communication between businesses and consumers.
Traditional CRM system establish a series of functions integrated basis which including sales, marketing, customer service and technical support. The ultimate goal of Traditional CRM is to promote to the target customers continuing to buy companies' products and become loyal customers.

Traditional CRM was established above the customer's personal information and data. Company collect customer information, then all the information will put into their own CRM management system. Company can use this system to better understand customer segments customer demand as well as accurate to locate the potential customers.

Peter,L.(2011) What social CRM do, available on:

http://thesocialcustomer.com/leighdow/36230/what-social-crm(Last accessed 7th Feb 2012)

Jiang,X.(2011) Social CRM and Traditional CRM, available on:

http://www.360doc.com/content/10/1126/11/9934_72556761.shtml(Last accessed 7th Feb 2012)