From social media to Social CRM: reinventing the customer relationship

“Social CRM,” a novel concept that unites social media technology with customer relationship management, is gaining traction as a compelling approach to enhancing customer engagement. For most companies, though, the deployment of a Social CRM program is still in its early stages, execution is patchy and concerns about ROI remain. To fully exploit the power of social media to connect with customers, organizations need to move beyond isolated projects to integrated programs that use Social CRM to reinvent the customer relationship.

Traditional CRM focuses on management solutions for dealing with customers through channels such as corporate Web sites, call centers,...