We must be aware that there are some potential gaps and pitfalls in social client relationship management (CRM), both personally and professionally. To better understand how to avoid these, let’s take a look at what CRM is first. CRM is defined as “the processes and supporting technologies used to target, acquire, retain, understand, and collaborate with customers” (Band, 2013). Technology has allowed companies to interact differently with their current and potential customers, so much so that an obsession with understanding, delighting, connecting with, and serving customers has been the only source of competitive differentiation (Band, 2013). This only means that better CRM management is important for an organization.
A survey was done by Forrester Research of 133 organizations about the future of CRM. The results concluded that “the risk of a spectacular failure was still high. These companies reposted more than 200 problems, comprised of 27 risk areas in four categories. One-third of the problems related to technology; 27% spotlighted inadequate business processes; 22% related to ‘people’ challenges; and 18% comprised CRM strategy and deployment issues” (Band, 2013). However, there is a greater range of solutions entering the market especially from the CRM world. This platform has digital marketing tools that can help solve these gaps and pitfalls, and the options are very well integrated. For example, some of the platforms available are salesforce CRM, salesfusion solution, and Zoho CRM solution as CRM solutions. These “products provide marketing managers with a range of options with which to keep their fingers on the pulse of the consumer market” (SNHU, 2013). Take a look at the article listed below on this subject.
Related Article
Band, W. (2013). Use this checklist to avoid CRM technology project pitfalls. Retrieved on July 30, 2013 from http://blogs.forrester.com/william_band/13-06-24-use_this_checklist_to_avoid_crm_technology_project_pitfalls
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