Social CRM Comes of Age (PDF) - Oracle

Social CRM Comes of Age, by Paul Greenberg
Apparently it is.
Coleman Parkes Research, in a study released by Avanade in 2008 called “CRM and Social
Media: Creating Deeper Customer Relationships” found that companies were seeing real world
benefits even a mere three years into the existence of Social CRM.
Look at these numbers:
• 78% found that integrating CRM and social media led to improved feedback
• 75% found that it created a perception of the company as forward­looking
• 71% found that it led to a reduction in time to resolution for support issues
• 66% found it led to greater customer satisfaction
• 64% found it led improved market reputation
• 40% found that they could see specific improvements and increases in sales
Social CRM is not mature yet but it is evolved enough to give you the understanding of the social
customer, the strategies you need to engage that social customer and the tools that will allow
you to optimize your successes with that customer ­ in healthy economic times or during a
recession.
Summary
This is it. End of story ­ this white paper’s story that is. The story of Social CRM is just
beginning as customers continue their fast­paced jog on their road to owning their own
relationships with companies. Social CRM gives the companies the strategies and tools to
respond to those customers. You ready?
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