The impact of social-networking tools on CRM processes.

Yesterday I had a chat with a colleague on the exposure of brands via twitter. I referred to him that tweets can be shared and can be made transparent to anyone interested in your company. For example, check out http://tinyurl.com/4qedjj It is very interesting to get a reality check on customer experiences.

One of the key challenges for companies is to channel customer feedback posted in the various communities back into their organization. Employees should be exposed to signals and be active participants in the various channels.

The challenge was also mentioned in a recent Gartner report covering the impact of social computing on CRM processes; ‘As we approach 2009, social networking has begun adding another dimension to the customer experience. To a greater extent than ever, customers are forming opinions, seeking information, sharing experiences and creating content on social-networking sites that are outside the enterprise's control. The customer experience is entwined tightly with the organization and its employees, but the sharing of these experiences is largely, and for some enterprises entirely, outside of their control.’[1] Gartner.


[1] The Business Impact of Social Computing on CRM Processes – Gartner – 11 September 2008 – ID number: G00161100