Customer Relationships management on the social web On the Social Web, where the customer is now becoming an integral part of the trading schedule, CRM is being modified to support this spanking part of the customer. Think here specifically about the Social Feedback Cycle and the role of a brand ambassador, or an advocacy program that plays out in social media. In each of these, there is a specific development process from tire kicker to car owner to loyal customer to brand advocate that can be understood in terms of available behavioral data. Posts on social Sites, collected through social analytics tools, for example, can provide real clues as to where in the ascension to brand advocate (or descension to detractor) a particular individual is at any given moment.
The specific functioning of the customer, based in relationships and shared activities that play out on the Social Web, can be effectively understood and managed by borrowing some of the ideas and practices of traditional CRM and then weaving into them the essential social concepts of shared outcomes, influencer and expert identification, and general treatment of the marketplace as a social community. On the Social Web, participants form relationships for specific purposes: fun, many inventions and their respective uses of discriminatory knowledge to acquire thus ettled. In the context of social business, the motivations include becoming smarter about a Product or service as a customer or innovating and extending the value of personal contributions as employees.
The changing nature of the overall relationship between a business and its customers can be understood by following the conversations along with the participants and the relationships between them: From the design of the products and services and their delivery into the marketplace to the conversations that form about them on the Social Web the telltale indicators are available. This sustains a great valuable window of insight into what your customers or stakeholders are really thinking, and what they are expected to do next. Social CRM, as it is being defined now, gives you a potential competitive advantage in both strategic planning and tactical response with regard to what is happening on and around the Social Web.