Social analytics/CRM technology provider NextPrinciples is releasing a new solution called Insight-to-Action that the company terms an integrated social analytics and engagement platform for medium-to-large-sized users.


“Companies need a return on social media technology investments beyond being delivered fans and followers,” said Ted Sapountzis, Head of Marketing and Product Management for NextPrinciples, during a phone briefing with CMSWire. “In a large number of companies, social media is not integrated with the overall go-to-market strategy.”

According to Sapountzis, since today’s customers can now obtain information about companies from a wide variety of third-party channels, companies no longer control their message. In addition, customer expectations are higher than ever before. To help companies integrate social media with their broader go-to-market strategy, meet customer expectations and avoid negative brand image, Insight-to-Action allows them to analyze relevant customer conversations and activities on different channels, engage with customers as needed and integrate marketing, CRM and communications.

“You can take information from social channels, analyze it, monitor and engage in conversations from the platform in real time,” said Sapountzis. He said integrations with leading CRM systems such as Microsoft Dynamics and SugarCRM allow users to do things like turn a positive tweet into a sales lead, directly from the CRM application. 

The Numbers Look Promising

A recent article in InformationWeek India cites a McKinsey Global Institute Report that predicts significant benefits for organizations that implement Social CRM. “(According to the report) twice as much potential value lies in using social tools to enhance communications, knowledge sharing, and collaboration within and across enterprises,” states the article. “(By) fully implementing social technologies, companies have an opportunity to raise the productivity of interaction workers -- high-skill knowledge workers, including managers and professionals-- by 20 to 25 percent.” 

The Evolution of Social CRM

The Social CRM functionality offered by Insight-to-Action aligns with a vision for the evolution of Social CRM that Adam Mertz, Director of Product Marketing at Jive Software, recently discussed in a CMSWire interview. “(A)n important shift is occurring in the business parallel to what is occurring in the consumer world,” said Mertz. “People are connecting, sharing and learning at work in new and very innovative ways. Businesses must retool their organization to help employees, customers, partners and prospects to more easily connect, share, learn, find information and innovate to deliver better results. The companies that are doing this now are already showing significant competitive advantage and real, tangible business value.”