Marketers are working in exciting times. Never before have we been able to get so close to our customers and engage with them in such a timely and relevant manner. Harnessed with customer relationship management (CRM), Social Media can deliver financial benefits to companies no matter what sector. The benefits are centred around increasing ‘customer insight and engagement’ and are not peripheral but fundamental to driving business performance. Financial benefits apply across the customer lifecycle, in acquisition, retention, value development and managing cost to serve. In addition, social CRM can deliver insight which will help drive real customer centric innovation. Finally, the knowledge gained on customer behaviour, attitudes and mood will help drive benefits throughout the value chain, impacting on suppliers (e.g. forecasting demand) and intermediaries (e.g. shaping in-store promotions). However, pioneers in large companies face three hurdles; (1) organisational readiness, (2) over-hype and over-expectation and (3) project management failings. At the end of it all, Social CRM is about PEOPLE and RELATIONSHIPS and demands a customer focus like never before. Forget that and you have little chance of success. This article is in three parts.
If you are interested, leave your name and email as a comment below to receive an advance copy of our article on this (to be published May 2010).
42 responses so far ↓
1 Jane Billton // Apr 28, 2010 at 6:23 pm
Neil, please send me a copy of your article. Thanks
2 Harry Margot // Apr 28, 2010 at 6:40 pm
Hi Neil, very interesting, please send me article. I will be in touch
Regards
Harry
3 Coconect.com // May 3, 2010 at 3:34 pm
Thanks, that was an insightful article! Regarding your thoughts, I agree social media can be a powerful tool in strengthening customer relationship but sometimes it boils down to the personalized reaching out that can touch customers’ hearts
4 Clare Townhill // May 6, 2010 at 5:48 pm
Hello Neil.
I would love to read the full article. Great blog.
Clare
5 neilwoodcockblog // May 7, 2010 at 7:23 am
Thanks Jane, Harry, Coconet, Clare. Articles on the way to you. Feedback always welcome. Neil
6 Bal // Oct 8, 2010 at 4:45 pm
Hello Neil,
I would love to read the full article too, very interesting.
Thanks
7 satish // Oct 12, 2010 at 8:45 am
Neil,
Would love to read the complete article. Pls share the same.
Thanks
Satish
8 Aimee // Mar 21, 2011 at 11:23 am
Neil,
Would also love to read the complete article.
Best
Aimee
9 Eric // Apr 22, 2011 at 1:13 pm
Could you please send me a copy of your article ?
Thanks !
Eric
10 Jan // May 18, 2011 at 8:47 am
Dear Neil,
I’m a student from Germany and am interested in the topic of Sustainable CRM, including Social CRM.
I’d love to read your article, but I couldn’t find the full text anywhere. Can you please send it to me?
Thank you very much in advance!
Best Regards
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