What comes first — social activity or customer relationships? Can you have one without the other? This month's Tweet Jam participants dissected the issues related to Social CRMs , the strategies that drive them and the very essence that makes companies successfully social. In our last Tweet Jam of 2012, this was probably our most comprehensive — leaving us all with much to ponder as we prepare for the new year.
Social Puts the Relationship Back into CRM What is the mission of Social CRM? Efficiency. Guidance. Engagements. But in the end, it all comes down to the customer. Traditional CRM collected information about what was once a traditional offline customer experience. But now customers are online and engaging socially with one another. A Social CRM is still about the customer, but more importantly about the value that can be gleaned from what they do and say.
[View the story “Q1. How do you define the core mission of Social CRM?” on Storify ]Q1. How do you define the core mission of Social CRM?
The core mission of social CRM is to improve business agility and customer delight. #cxmchat #socbizVala Afshar
Q1: To monetize your social interactions for revenue generating and cost saving opportunities #CXMChatDan Burke
Q1 One of the key goals is to sustainably increase levels of positive customer engagement across all channels #CXMChatCoreMedia
Q1 core mission of social crm? Social helps put "relationship" back in CRM #scrm #cxmchatRob Howard
#cxmchat Q1 the core mission is to break down the information silos. CRM is traditionally used by sales and support, and few others.Christian Buckley
Q1: Customer customer customer #cxmchatJulie Hunt
Q1 #SCRM can help you to increase customer satisfaction, drive positive awareness, and increase sales of products and services #CXMChatCoreMedia
The core mission is to connect with users over the channel that they want to use, for improved #CX #CXMchatKate Leggett
Q1: The core mission of Social CRM is guidance, it is a path from CRM to Customer Experience, driven by participation #CXMChatMitch Lieberman
Q1: The core mission of CRM is about efficiency and scale - the social aspect is about person to person, human to human, not media #CXMChatMitch Lieberman
#cxmchat Q1 it is about providing a holistic view of the customer engagement, showing all customer touch points, learning from themChristian Buckley
@cmswire Q1 Social CRM centres interactions around insight from online channels to build customer intimacy & increase sales #cxmchatArtesianS
Q1 Good #SCRM is inherently holistic social support strategies can drive awareness and market insight and vice versa #CXMChatCoreMedia
Q1: Social CRM is a bridge to the connected customer. It is part strategy, part process and yes, technology #CXMChatMitch Lieberman
Q1: Agree w/ many on improving #CXP - but must be genuine & bring real value to #Customer. Of course, biz value must be gained too #cxmchatJulie Hunt
Q1: Deepening and personalizing customer relationships efficiently and through social (take care of that and the money will come) #CXMChatHyoun Park
Q1 …and CRM + Social = a more complete view of the relationship customer has with your brand #cxmchatRob Howard
Q1: To combine social with direct interactions across the call center, physical stores, email/chats and on and on….. #CXMChatDan Burke
Q1 Its also about engaging customers on their terms & providing a unified, authentic, & transparent experience across touchpoints #CXMChatCoreMedia
A solid CRM mission is to focus on the R in CRM relationship building matters most. #CXMchat #socbizVala Afshar
key to creating strong customer relationships is understanding them #cxmchatKognitio
Social is another comm channel for customers to use. Agreed with @mjliebs: strategy, process, tech and people mgmt #cxmchatKate Leggett
#cxmchat social CRM is not just about improving feedback loops with customers, but also improving customer dialog across business unitsChristian Buckley
Social CRM is partially about a complete view, but I believe that is internal thinking - Social CRM is from the Cust perspective #CXMChatMitch Lieberman
Q1: Social CRM is about guidance and extending both customer communications and interactions across new and diverse channels #CXMChatMitch Lieberman
Q1 Ultimately, the goals of #SCRM are the same as traditional #CRM understand your customers better so you can serve them better #CXMChatCoreMedia
Social CRM can help companies shift from a defensive to offensive service delivery model. #CXMchat #socbizVala Afshar
@mjliebs #CRM should be about the customer. Unfortunately many companies dont take an outside-in approach #cxmchatKate Leggett
Q1: Customer POV, needs, desires are key here. Relationships are bi-directional. #cxmchatJulie Hunt
Q1: Social CRM engages the customer in a conversation to provide value in a transparent business environment. #CXMchatAmy Bishop
"It's not about connecting the dots; it's about connecting the people" #CXMChat #socbizChristineMousseau
In a connected economy, social CRM improves contextual understanding of our network people and products. #cxmchatVala Afshar
Q1: and the ability to understand the meaning of all these interactions #CXMchat and understand them at scale!Dan Burke
Social channels and CRM also have to be aligned to a company's brand. Its not a 1 size fits all #cxmchatKate Leggett
Q1: #sCRM is also means to connect 'social on inside' to 'social on outside' - Social outreach to customer needs true social org #cxmchatJulie Hunt
So it's not just about customers? - it's about what they're doing, saying, too… #cxmchatCMSWire.com
@cmswire absolutely - it's about building a broader picture of customer interactions, not just a database of names #cxmchatRob Howard
BTW - I do not think of Social as a channel. Social is a way of being - I like to say digital channels (just me) #CXMChatMitch Lieberman
#cxmchat Q1: Core mission is business value. Relationship, connection will come when that is met. Is the CX better & impact on bottom line.Megan Murray
core mission is customer value, from which all biz value is derived @MeganMurray: #cxmchat Q1: Core mission is business value.deb louison lavoy
"A True social enterprise consists of social people, social machines and products" #CXMChat #socbizexcellenceChristineMousseau
Q1 It's about giving the customer a great share of voice and following their lead - when appropriate #CXMChatCoreMedia
It's Not About the Technology. It's About Humanity. Technology is important, but it will only get you so far. People — employees and customers alike have to feel empowered to use it to make us more productive. Accessibility is also key — your technology needs to be where the people are and the information shared needs to be used to continually improve how you engage with customers and deliver services.
[View the story “Q2. What are the key technologies/practices changing customer service today?” on Storify ]Q2. What are the key technologies/practices changing customer service today? Q2: With Social CRM, Social is NOT about Media, it is about being human, conversing and solving problems of mutual benefit #CXMChatMitch Lieberman
Q2 #SCM tools include monitoring/analytics, hosted communities, public networks, peer-to-peer forums, social WCM, and more #CXMChatCoreMedia
#cxmchat Q2 automation around social platforms is key. companies are able to find brand/name references, take action much more quicklyChristian Buckley
Q2: My $.02 transparency is the game changer in customer service - in some cases, it is forced, but that is a benefit to customers. #CXMChatMitch Lieberman
Q2 For #SCRM to be effective, you must respond quickly and appropriately this requires a dynamic web publishing platform #CXMChatCoreMedia
Q2: Practices (and people) for #sCRM paramount, as well as cultural changes to be social org. Tech applied where appropriate #cxmchatJulie Hunt
Q2: Technology has tightened the response/agility loop, again, companies do not have a choice - necessity is the mother of inven… #CXMChatMitch Lieberman
Q2 #SCRM is an extension of traditional CRM / Marketing so must be well integrated with legacy systems for managing customer data #CXMChatCoreMedia
@cmswire Q2 Self service #custserv great to filter out simple queries. But contacting someone if needed/preferred must be easy #cxmchatAnthony Thomas
Q2 people prefer self service: they start on google and you are lucky you can interact with them. Why #scrm is critical #cxmchatRob Howard
@robhoward Interesting point on Googling. Key factor: accessibility. Need to utilise same tech. and be where your customers are #cxmchatAnthony Thomas
Q2: Dynamic biz processes & practices important to support real-time X-channel interactions w/ customers #cxmchatJulie Hunt
#cxmchat Q2 core technologies: Twitter, IM, web meetings, social networks, video, case management, blogs, wikis — all social tools employedChristian Buckley
Q2: 4 better #custserv, its abt being proactive, personal, making interactions pain-free, & efficient service x productive agents #cxmchatKate Leggett
#cxmchat Q2: Practice - The shift to a "social" org is a sea change for most. Not to be underestimated. Change support crucial.Megan Murray
Q2 Social is only part of the transofrmation #CXMchatKate Leggett
#cxmchat Q2 the hard part is figuring out the right mix for your culture, your customersChristian Buckley
Q2Technology allows for scale in automating the understanding of customer interactions #cxmchatDan Burke
Q2 Social monitoring give companies greater ability to anticipate problems before they occur not sure how many actual do this tho #CXMChatCoreMedia
In the near future, behind phone & email, social networks will be #3 preferred contact channel for B2B #custserv. #CXMchatVala Afshar
Q2 Better aligning your service offering to your brand - and using the right channels, metrics and measures to delight cust #cxmchatKate Leggett
Q2: In background, Integration v. important: data, intelligence, processes, conversations. Pieces need to fit together for support #cxmchatJulie Hunt
@juliebhunt COmpletely agreed! Data integration = for personalized, proactive service #cxmchatKate Leggett
Q2: Social is driving awareness of customer service (issues) as much as it is having a direct impact #CXMChatMitch Lieberman
Q2 Initial view is that social defers support calls … wrong: #scrm allows you to create a better customer experience #cxmchatRob Howard
A major practice change is services will be a closer alinement with marketing organization. #cxmchat #ccoVala Afshar
Q2: Monitoring DOES give the capability to be proactive in service…just waiting to see someone do it. #CXMChatMitch Lieberman
Q2 Sheesh. There's a lot of investment in monitoring, data aggregation and analytics - moving to real-time #cxmchatDan Miller
Q2 A big change has been the dramatic increase in peer-to-peer support - its become the de facto approach for most people #CXMChatCoreMedia
#cxmchat Q2 most orgs struggle w/ tying social to measurements. how are you engaging with your customers? which methods are working?Christian Buckley
Q2: Continuous improvement significant for processes & practices - customer needs, desires constantly changing #cxmchatJulie Hunt
.@juliebhunt Couldn't agree more. Isn't that the definition of an evolved organization? Integrating systems, people & processes? #CXMChatKelly Craft
q2: Only techology can help you find service issues or marketing opportunties that you had yet to experience. #cxmChatDan Burke
Q2 - technology is part. Attracting and training new types of "reps", extending comm. across channels and locations #cxmchatDan Miller
#cxmchat Q2 monitoring only gets you so far. but what are you doing with the data? how are you using it to improve?Christian Buckley
Q2: Monitoring DOES give the capability to be proactive in service…just waiting to see someone do it. #CXMChat - Would be great to see itCoreMedia
Q2 *mobile* Customers can tweet whenever, wherever and expect customer support to be as flexible and "always on" as their iPhone #cxmchatSarah Simon
@cmswire Q2 Biz need tools that filter through social interactions to obtain info about customers & inform sales strategies #CXMchatArtesianS
Q2-if we want to be better listeners and more social, we have to make it easier for customers to identify/authenticate themselves #cxmchatDan Miller
Using the right metrics to incent the right behavior. A move away from ASA and AHT to FCR and cust sat measures #cxmchatKate Leggett
#cxmchat Soc Ent taught us fallacy of magic pill. For this to work in the face of customers, bus lines must truly work together.Megan Murray
Q2 The best practices of customer service haven't changed - just the technologies #CXMChatCoreMedia
The one practice that should not change is service - hiring the best people is #1 success factor. #cxmchatVala Afshar
Q2 the real change is when businesses value customers more. #scrm tech allows them to scale experience #cxmchatRob Howard
In the social era, employee empowerment will be the only way to effectively scale service delivery. #cxmchatVala Afshar
#cxmchat Q2 auto response w/ ticket info may be what you need for real-time support. for others, an immediate phone call #knowyourcustomersChristian Buckley
@buckleyplanet Agree - you can't monitor and ignore forever. Most in-store service wouldn't turn the other way. Must interact too. #cxmchatAnthony Thomas
Isn't Social First in Social CRM? Chances are if you are actively pursuing a Social CRM, you are socially engaged with your customers or so the argument goes. But before you put any Social CRM into use, it's probably a good idea to understand why you have it and what you hope to accomplish by using it.
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