URICM - UDAYBHANSINHJI - Regional Institute of Cooperative ...

2. CRM SystemRegardless of where the feedback comes from, it must be fed through a CRM system.This allows the person who will respond to the customer to see the customer history,transaction records, personal preferences, or any other type of relevant customer data(something that lacks in most social media campaigns).3. Send the Feedback to the Right PersonOnce the feedback is received and put into a CRM system that system thenautomatically routes the feedback to the right person in the right department. Attensityfor example is already able to do much of this through traditional channels.4. Select a ResponseNow that the feedback is analyzed and routed to the right person, that person then needsto make a choice for how to respond. The response can come in three ways:1. Micro (individual response to the customer)2. Macro (general response posted to the public or to a community)3. Both5. Consult Business RulesAfter the type of response is selected it is filtered through a set of business rules whichwill guide how and where the response should take place. Every organization has (orshould have) some type of rules for how employees engage and interact withcustomers, this is where those rules fit in.6. Deliver ResponseThe response is now delivered, captured in the CRM system once more (to close theloop) and is once again pushed back out to the community so the process can repeat.This is what a social CRM process can look like. It doesn't have to look like this. Infact, I'm sure there are all sorts of other creative diagrams that many of you guys canE-URICM 27