The idea behind Social CRM is to do buzz monitoring on social media networks and then use NLP tools to do sentimental analysis and based on the results create some actionable items in the CRM platform.
Key difference from traditional CRM is that its based on customer engagement rather that managing them. Organizations / brands will know what to say to their customers, where and when to say it and how to say it. I read somewhere about 3E’s that plays a key role in Social CRM success and they are Engaging with customers on Social media platforms, Empowering your employees to engage and Enabling access to social media tools.
The issues
- Organizations / brands are looking to better understand their customer’s needs
- Customers use social media tools to share their opinion and brands are having a tough time to keep up with it.
- Customers want brands to listen what they have to say and they use social media tools
- Bad experiences can no longer be ignored, they get published.
The innovators
SalesForce recently acquired Radian 6 (http://www.radian6.com/) with intentions of pioneering this domain.
Further reading
http://www.jitterjam.com/
http://www.jivesoftware.com/
http://marktamis.com/2011/05/10/connecting-salesforce-and-radian-6/