Traditional CRM vs Social CRM

Author: Luke Brynley-Jones @ Econsultancy

Over the past two years Our Social Times has hosted social CRM conferences in London, New York and Paris.

It’s a fast-growing industry with many specialist themes, but the first question the speakers always get asked is: “How does social CRM differ from traditional CRM?”

With social CRM events in Frankfurt, Brussels and Paris looming, we’ve set out to pre-empt the “traditional vs social” question by publishing our answer in advance in infographic form (below).

Inevitably, this is a simplistic representation of a complex issue, but it’s also a good starting point for organisations seeking to integrate social media into their customer and stakeholder management processes.

Within the four uses of social CRM we’ve highlighted, Marketing, Sales, Feedback and Service & Support, the shift in thinking and approach required to capitalise on recent developments in customer behaviour (and expectations) is marked.

That said, best practices are emerging. American Airlines has a highly developed social CRM strategy and is implementing it effectively both for marketing and customer service. I’ve also seen excellent case studies from VistaPrint, Peugeot, Everything Everywhere, Citibank and SNCF.

Examples like these are deepening our collective knowledge and encouraging more brands to shift from traditional to social CRM.

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About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

One Response to Traditional CRM vs Social CRM

  1. We all know how things change and improve as time goes by even though how it was benefiting and magnificent in it’s spotlight. The traditional CRM was a good service, idea, strategy ,implementation and software but the social CRM seems to be the most appropriate key on the statistics we have on this moment.

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