Listening Is Not a CRM Exercise

2 05 2011

Marketers have always claimed to listen to customers. Now that we have a chance to listen to social activity and feedback, we find that it not only overwhelms us with volumes of data, but it forces us to approach customer relationship management (CRM) and automation in a new way.

Using social sentiment data in direct marketing outreach requires an adjustment in practices. Data from social listening is fundamentally different primarily because it’s not tied to an individual, and may not even be tied to an audience profile. In short, it’s hard for marketers to adapt to operating in the fluid state of social data when we are used to operating in the precise world of CRM data.

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Why Sales Is Still Missing From Social CRM

21 03 2011

 Today’s sales professionals operate less from the fairway and more online and by phone. Indeed, CRM, email, and web conferencing have become the ubiquitous productivity portals for all customer-facing professionals. However, with the efficiencies and cost effectiveness of such virtual work platforms has also come a dramatic reduction in the actual relationship time needed to conduct the inherently interpersonal business of selling.

In the past few years, while sales has mostly ignored the social media revolution, the marketing and customer service functions have led the way in adopting and demonstrating the power of social media in engaging customers, especially as part of the social CRM movement.

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