Social CRM is becoming a bigger deal as businesses grow in the social spaces. Where we once referred to this all as "social media" or "new media", we've begun to shift the jargon in how we talk about the spaces. Moving from words indicating "what", we are now using words to indicate "how" we work in the spaces. You've likely seen me use the phrase "Social Business" in the past few months. I made this shift in verbiage based on the fact that "Social Media" really just described the tools we used, not how we used them. We are a business after all, and our primary focus is to help our clients, to help YOU, be successful with the products and services IBM provides.
We are constantly striving to improve how we engage and help, which not only means implementing our strategies, but to get out and learn as much as we can about how best to work in these spaces. And wouldn't you know it, in my effort to learn more, I was pointed to a fabulous paper provided by IBM Global Business Services (http://ibm.com/iibv) surrounding the concept of Social CRM. More specifically, this paper discusses what customers want from brands when they engage in the social spaces.
From social media to Social CRM: http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-social-crm-whitepaper.html
There is some really great and recent information in this paper outlining the gap between what customers want and what companies/brands -think customers want. (As an aside, one of my difficulties has been finding studies like this which match the present climate. Most social media/social business studies I have found were released as far back as 2008 or 2009, some of the more recent ones in early 2010 based on 2009 data. This particular paper has the most up to date information I've found thus far!)
While the paper provides some very eye-opening data and likely will help change how many businesses focus on their social efforts, I was happily surprised to see that our efforts in IBM Rational Support, as well as the larger IBM Rational brand efforts appear to fall in line with the gap table of customers' rankings. Now, I may be biased here (an amazing realization, I know), but I think our four social media channels (Twitter, Facebook, Youtube, and here on NFRS) are indeed aligned directly with customer/client demands from a support organization. But that's just my view, we'd love to hear your view.
So go on and take some time to read the Social CRM paper. I think you'll find some very valuable insights there which you can take back to your own areas and use the data to build your own successes in social business. Of course, once you've read read the paper we here in Rational Support would really appreciate your insights as to how you really think we're doing here and how we may be able to improve the spaces to help you be even more successful!
image credit: (cc)Some rights reserved by smemon87