As social media has transitioned to one of the primary methods that consumers use to interact with brands, social CRM is increasingly being viewed as the future of customer relationship management. Social media has changed the way that brands and businesses interact with consumers, not only shifting the channels and communication methods but also putting significantly more choice and control into the hands of customers.
CRM has come a long way since the 1980s when contact management software was the closest most businesses came to anything that resembled modern customer relationship management. In the 1990s, technology that automated key processes began to shape CRM as we know it today. However, it wasn’t until a decade later that the right CRM could be a truly transformative tool for managing business relationships and delivering essential analysis and insight.
“What is CRM?” is a very common question. In a world that is increasingly competitive for businesses, finding a way to achieve a competitive advantage could make all the difference – that’s where CRM (Customer Relationship Management) is so useful. CRM provides an opportunity to manage and use the data that your business generates, to better understand customers and improve management of relationships. The configuration of CRM may be different for every organisation but the results should be the same: more positive relationships and a more accurate perspective on the business.