written by Achintya Gupta
A look into the social tools being used by brands to make their CRMs social.
Background: We see so many online communities and social networks thriving today. Amidst these millions of online communications, conversations and connection, there lies tremendous scope for marketing, sales and customer support. Many companies are using this idea for making their CRM social. Jeremiah Owang in his Altimeter report has put together 18 use cases of how brands are using social CRM.
Apart from the Social CRM use cases (which answers why brands should use Social CRM), you will find many Social CRM tools being used by brands to enable these use cases. If you look at these tools, they will have a conversational front -end integrated with an intelligent CRM backend to analyze profiles, tones, moods, contexts and opportunities within social interactions.
Scope: In this post, I have tried to map Social CRM tools to Social CRM use cases used in some social applications. Here I have limited myself to social applications being used by brands for CRM
Research: In this work, I have tried to compile some benchmark example of social application being used by brands for their social CRM. We have also tried to analyze what kind of Social CRM use case does the application suffice and what social tools does it use.
Moreover, after understanding the kind of social CRM tools being used by these brands, I have tried to map these tools on their capabilities. That is, I have done an analysis upon whether the tool is social (conversation) heavy or CRM heavy. What comes up is a 2 X 2 matrix that you can find below. (Hat tip to @gauravonomics work on decoding social in Social CRM)
You can find the full research presentation below:
Special thanks to @ksarda for giving the overall idea on this research. However this is more like a work in progress (like most of our research and I am looking forward to add more social CRM tools and benchmark examples)
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