What is the relevance of social networking and crm?
Answers
What does social networking have to do with CRM?
At the heart of any business are customers, and social networking represents an opportunity to build even more
mutually rewarding and candid relationships with those customers. But for organizations to realize tangible
business benefits, they need to better plan, manage, and measure their social networking efforts. This is precisely
where CRM intersects with social networking.
Adam Sarner, Gartner analyst, contends that in social networking, “CRM is where you are going to see the ROI in
the business model as opposed to anywhere else. It’s all about connecting and engaging in new ways with
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customers,” (McKay 2009). This isn’t surprising. Customers using social networks want meaningful engagement
with companies. And businesses want a way to manage and measure their forays in social networking.
When social networks and CRM work together well, businesses gain the ability to better listen to customer
conversations and engage social customers on their own terms while managing and measuring their efforts to do
so. Social networks, by bringing in otherwise untapped and unmanaged online conversations, also help
organizations get closer to a true 360-degree view of the customer so they can further optimize their marketing,
sales, and customer service efforts.