What is the difference between Traditional and Social CRM?
Traditional Customer Relationship Management systems have been used by many organisations in the last decade or so in an attempt to attract customers and improve operational effectiveness. However, the process for many has become so automated and swallowed up in functionality that it has lost sight of the end goal – connecting with the customer.
The huge rise in the use of social tools such as Google +, Facebook, LinkedIn and Twitter has now shifted the customer-company relationship and put it firmly back into the hands of the customer.
Eventually, it’s inevitable that the lines between traditional CRM, Social CRM and Marketing Automation will become more blurred because of the myriad of different ways that we now have to manage a relationship with our customers depending on where they choose to be.
Social media has given every single customer a voice and we all need to be listening. They have differing expectations so we need to discover what they are. Social CRM tools help manage this element of the relationship and actively drive business forward whilst enabling customer retention.