Chapter 5, “In Response to the Social Customer: Social CRM” is all about social CRM. The chapter starts off defining CRM as the traditional channel for sales and marketing; then it gets into various definitions of social CRM by industry experts and pundits such as Martin Walsh, who leads digital marketing at IBM; Paul Greenberg, author of the best-selling book CRM at the Speed of Light: Essential Customer Strategies for the 21st Century; Michael Fauschette, who leads IDC’s Software Business Solutions Group; and Jacob Morgan, founder of Chess Media Group and social CRM expert.
The chapter goes in depth about various applications and use case models of social CRM and categorizes different types of customers that organizations must pay attention to. Roles and responsibilities are also discussed as it relates to marketing, IT, customer support and legal. The chapter concludes by highlighting three vendors that are taking social CRM to the next level – Sugar CRM, Pivotal Social CRM, and Nimble.
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