Like social networks,Social CRM packagesaim to foster more collaboration, offer more transparency to projects that currently going on and increase employees’ sense of belonging to the organization. In addition, social CRM gathers all of the social network information available online on your contacts, giving you plenty of data to work with. Are you ready for the next revolution in corporate culture?
New social CRM packages are everywhere. It seems like CRMs are switching from the high school nerd to the most popular kid on the block. Furthermore, Social is the hot word everywhere in Enterprise Resource Management, Customer Relationship Management (CRM) and Business Intelligence (BI). Can these systems become the social leaders in the organization?
Social CRM packages offer two ways to become social in the organization: First, they offer a social network in the organization where people can comment and like other people’s comments. In addition the fetch the social data that is available online on the organization’s contact in order to augment the data that was already captured.
Social CRM packages have sprung up in recent years due to four reasons:
- Social networks have become common place and people are getting used to tweeting, posting and sharing as a way to communicate and socialize with one another. While social networks became a part of the employees personal life, it was clear that there is a need for a corporate alternative—a social network that will cater to the specific needs of employees. Social CRM packages are functioning like a private social network, same as intranet in some organizations.
- Organizations are placing more value on team effort and collaboration. Research in the field of management is consistently showing that highly effective organizations are collaborative ones. Therefore, Social CRM packages try to foster collaboration between employees in a structured way towards a common goal.
- There is a need for transparency in the organization. Like in real social networks such as Facebook or Twitter, Social CRM packages enable each person to know what his peers are working on and offer help and advice. This transparency allow people to feel more involved in the organization and keep up to date with everything that is going on without resorting to the official email newsletter from management.
- Last, organizations are becoming more geographically decentralized. These days, many employees work remotely and therefore there is a need to foster collaboration among team members who rarely see each other face to face. This is where Social CRM packages bring the most value to the organization. They also work well for international organizations helping team members in the wrong side of the pond to know what is going on.
Salesforce.com is one of the leaders in providing team with a corporate social network. Many organizations that use Salesforce’s platform have adopted Chatter, a tool that enable people to write comments almost on anything in Salesforce in addition to liking it or making additional comments. For example, if someone wants to make a comment about a lead, he or she can make it visible to the entire team.
As a Social CRM package, Chatter enables closer collaboration between teams everywhere, as it also works on mobile devices. Similar to the feed in Facebook this social feature shows you everything that is going on with your team and in the rest of the organization, and includes access to files images and presentations.
One of the great advantages in Social CRM tools like Chatter is the ability of every employee to be a part of the conversation. Unlike email, Social CRM packages can make the whole thread visible to everyone and whoever proposes ideas that makes sense gets the attention and the visibility no matter what is rank in the organization is.
The second aspect of social CRM packages is the integration of your internal CRM database with social networks. Social networks such as LinkedIn, Facebook and Twitter offer plethora of data on potential customers that the team can use in order to close deals and be more successful.
For example,SugarCRMoffers integrations with Facebook, LinkedIn and Twitter in order to stay in touch with potential customers. Zoho CRM also has social integration that enables people to associate their LinkedIn Facebook and Twitter information in order to gather as much data from your contact and enable you to know what your prospects are saying.
Salesforce offers a few Social CRM packages in order to engage with social media. The first is the social contacts—similar to Zoho and SugarCRM it connects the information from your social links to your CRM. In addition, it offers to social listening tool Radian6, in order to help companies know what is being said on them. Building on Radian6, Salesforce actually enables companies to take social comments and direct them to the right expert to respond.
Social CRM packages come integrated today in the major CRM platforms. This enables teams to better collaborate and to leverage the vast amounts of information that is available over social networks in order to get better sales results and higher revenue in the long run.
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