Social CRM: Customer Relationship Management in the Age of the Socially-Empowered Customer

The Internet has changed our lives forever. It allows us to communicate in ways unimaginable only a few years ago. It lets us contribute our voices to conversations taking place around the world. It also makes it possible to discover an endless supply of information with just a few clicks. And while making it easy for us to connect globally, it also empowers us to build close, meaningful relationships. Through text, audio, and video, we as individuals are able to participate in conversations that inform us, captivate us, and assist us at the moment we need it. And we turn to the Internet in every facet of our lives – for entertainment, encouragement, knowledge, and dvice. Advice on what to buy, where to buy it, and of course who to buy it from. A growing number of people are leveraging the Internet in every aspect of their lives, including whom they wish to do business with. And while cost is a major factor in this decision, Web‐savvy customers are looking for more from vendors. These social customers want companies to listen to their cares and concerns, to use the social media channels they use, and to actively participate with them in transparent conversations. In fact, according to findings of the recent 2008 Cone Business in Social Media Study, 60% of Americans use social media, with 59% of social media users interacting with companies on social media sites. Additionally, the study finds that 93% of social media users feel companies should have a social media presence – with 56% saying they feel a stronger connection with companies that do. This seems to reinforce findings from a recent study conducted by Coleman Parkes Research that found 84% of companies headquartered in North America feel they need to find new ways to communicate with customers; with 0% feeling social media will add real value to customer interactions.