The June 21, 2011 IMB Infoboom, featuring Chris Selland, our VP of Sales & Marketing here at Terametric, focused on the importance of Social Customer Relationship Management (SCRM). The chat began by defining SCRM and differentiating it from traditional CRM, which is a term that has been around for many years. There is a lot of controversy over what exactly the topic of SCRM is comprised of.

SCRM is different because it includes an additional “social” component that deals with direct customer interactions involving details about their social circles to help provide further insights that yield additional business value. Chris defines Social CRM as simply, “the intersection of where your CRM strategy intersects with your Social strategy.”  It involves the ability to interact with your social customers to achieve success, which derives from the ability to “go where your customers are, [and] understand their needs.”

Chris shares his knowledge of best practices for success with SCRM. Here is a quick overview of some of the key points that were made:

• Go where your customers are, understand their needs.
• When it comes to achieving success, focus on metrics that are both customer-related and measurable, such as loyalty, profitability, retention and satisfaction.
• The integration of social technologies with your CRM platform and customer data is necessary.
• By focusing on these customer-related metrics, continued testing and measuring is imperative so that you can continue to enhance your social strategy over time.
• When it comes to “selling” a customer, listen and understand a customer’s problem, interact, and respond – that’s ’selling’ – and there’s no reason that shouldn’t be part of social strategy
• The “S” in SCRM will probably go away eventually and the ‘Social’ will become part of the core CRM because social is already simply part of the fabric for how we work with customers

…and that is just the beginning! If you missed the Twitter chat yesterday, don’t fret, you can get caught up on ALL the action by reviewing the full transcript here: Does Social CRM Really Matter?

If you enjoyed this chat, then please join us next Tuesday, June 28th at 1PM EST for our first very own #TwitterROI Twitter Chat featuring Kevin Palmer, Senior Director of Online Marketing for the Clymb. We will be focusing on the Drivers of Twitter ROI. RSVP today! We hope to see you there!!!

Tags: #TwitterROI, CRM, SCRM, twitter, Twitter Marketing

This entry was posted on Wednesday, June 22nd, 2011 at 4:22 PM by Kristen and is filed under Social CRM, Social Media ROI, Twitter Marketing, Twitter ROI, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.