The Evolution of CRM And Why You Need Community Managers
Image by leslie feinberg via Flickr
Last year I worked for a payroll software solutions company, primarily on their integration between their flagship product, which is based on Microsoft Dynamics GP, and Microsoft Dynamics CRM. I enjoyed the experience immensely because it gave me a “behind the scenes” look at how businesses in the Professional Employer Organization (PEO) industry can create and manage customer interactions.
Of course I came from years of experience with social technologies and community management, and I was intrigued at the potential to bring some of that into my work. In my learning, the question of ROI would often come up as businesses and organizations were considering entering the social media space.
“Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure.” — Gartner.com
What I love about CRM is that it provides the ability to get a 360-degree view of a customer, starting from before the sale and continuing long after they’ve been a customer. Entering social CRM can be tricky. As with any other CRM system, Social CRM adoption must be company-wide in order to achieve peak efficiency.
Back in January I was reminded of CMAD: Community Manager Appreciation Day. The more I think about how CRM has evolved, the more I can see the need to have someone – or many people – who can see and understand many aspects of the business as well as have the ability to successfully interact with a community, in order for it to work.
Check out this infographic and the related links below for more information: INFOGRAPHIC – The Evolution of CRM
Also useful to read is the Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management
Related articles
- Gartner Says the Use of Social CRM for Customer Service Will Grow Rapidly Over the Next Two Years (serve4impact.com)
- 3 Things That Kill CRM… and Your Job Search Organizer (jibberjobber.com)
- Wrap Up of 2nd Annual Community Manager Day: Voices Around the World #CMAD (web-strategist.com)
- Is Social CRM the key to growing membership? (socialfish.org)
- Make a Human Business CRM (chrisbrogan.com)
- Yes, you need a CRM (christopherspenn.com)
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Tags: CMAD, community management, crm, Customer relationship management, customer service, Microsoft Dynamics GP, Professional Employer Organization, SCRM, Social CRM
