List of priorities afforded to social CRM newbies

A number of guidelines have been set out for people hoping to get involved with customer relationship management (CRM) in the coming months.

In a report entirely funded by the Altimeter Group, it was asserted that conversations about organisations increasingly occur outside of the company's control in social channels, so said firms must take action through CRM.

The study concluded that businesses must discover where conversations are happening in the social world and identify those which are influential and if they are customers with the company or not.

Using CRM and similar business management software, organisations must then assess their "friend or foe status" as well as willingness to engage, before determining a tiered approach to engagement or re-engagement.

Tying in social channels to business value and objectives is very much recommended, as is the reallocation of resources to support social CRM efforts.

Recently, Pat D'Entremont of the Chronicle Herald said that all CRM is fantastic as it can hold all prospect information, including contact details, opportunities, documents, and tasks, while management reports can be run with it to understand how sales are performing.

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