Software CRM Estrategia
CRM software, or Gestión de la Relación con los Consumidores in Spanish, applications have succeeded in advancing from the CRM strategy, or CRM estrategia, of customer-facing transactions processing to mining customer data in order to better serve customers. There is a steady transformation that will continue to advance upon customer data segregation, segmentation, analysis and process improvement, the next Customer Relationship Management strategy trend is clearly more focused.
Social CRM and social customers stem from social media typified by a variety of customer initiated online communication channels such as social networks, group forums, online communities, blogs, wikis and syndication. Social CRM advocates are trying new social tools and methods to communicate with customers in the ways the customers desire, to change the communication protocol from monologue to dialogue, and to reach out and engage each customer in a manner that delivers a rewarding dialogue to both participants. For CRM software professionals, social CRM solutions go past just making the customer feel like the object of a sale and try to instead make the customer feel as though they are valued and an integral part of the company's reason for being.
Social Customer Relationship Management, or Social CRM, requires original thinking and a recognition that the customer relationship balance with the new social customer has pivoted from a conversation where the company controls the communication dialogue with its product marketing messages to one where the balance of power has shifted to the customer.
Many business advocates look at social CRM solutions as a business threat instead of an opportunity for a new source of knowledge and opportunity to be harnessed and included into the development of goods for better market acceptance and market share. While it is certainly true that the Internet can put unprepared companies under a microscope of scrutiny, it is also the case that customers can review unbiased product evaluations never before available and social CRM software can either help impose customer disdain on uncooperative businesses or their blessing of trusted suppliers. For this later situation to occur, transparency is required and should be used as an advantage in the marketplace. It is hard to imagine the product or service that cannot be upgraded from the feedback of social customers.
Customers understand the business economics and therefore social CRM software and tools need not be looked at as necessary evils. Customers will reward suppliers that strive for a win-win outcome. As more suppliers understand that social customers have new channels to get what they want, when the want and how they want it, these providers will also recognize they have new ways to reduce customer guess work, build better products, accelerate their new products in shorter cycle times and even acquire more meaningful and profitable customer relationships. |