Social customer relationship management: the SugarCRM example
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How can applying a social layer to traditional customer relationship management (CRM) systems help create a more efficient sales force?
That was the subject of a recent webinar hosted by IBM featuring Sugar CRM.
Today's salesperson is facing a number of challenges. For instance they need to be more productive with less resources, they are receiving less qualified leads and they are being bombarded with more information.
These are all problems that social CRM helps address. One characteristic of these systems is the move from content-centric display of information to a people-centric model. One benefit here is the ability to find experts based on their activity in an internal social network. This could be someone that can bring a much-needed depth of knowledge to a sales ptich, which could be the differentiator that clinches the deal.
Another key advantage of Social CRM systems is their ability to wrap a community-based workflow around the sales cycle. This can create an environment
One facet that is still currently less prevalent in the B2B space is the concept of the social customer: the individual who has a positive brand experience and as a result becomes an advocate on external social networks. Whilst there is a feature of social CRM systems which involves finding, monitoring and engaging with the social customer, in the B2B space the current focus remains predominantly on using private social networks to streamline the sales process.
(Note variable audio volume based on the different speakers)