User:Mrbennbenn/Social crm

Social Customer Relationship Management (Social CRM or SCRM) is the term that defines a company's response to the shift in (mainly digital) Marketing that has seen the consumer or customer having more power in the symbiotic relationship of seller and buyer. This is a consequence of the proliferation of Social Media platforms like Facebook, Twitter and many others.

Industry leader, Michael Fauscette described Social CRM as:

''Social CRM is the tools and processes that encourage better, more effective customer interaction and leverage the collective intelligence of the broader customer community with the intended result of increasing intimacy between an organization and its prospects and customers. The goal is to make the relationship with the customer more intimate and tied to the company by building a public ecosystem to better understand what they want and how they interact with the various company touchpoints like sales, customer service etc. This is done in a way that empowers the customer, makes the interaction more of a Web 2.0 experience and allows the customer to interact when, how and where they choose. The tools themselves are user driven, collaborative and social in design, promote interaction and focus on user driven innovation. They may include linkages to public social networking environments as well as private company owned systems.''

Whilst Paul Greenberg offers a “Tweetable” definition:

“Social CRM is the company’s response to the customer’s control of the conversation.”

Social CRM is a new term which first appeared in. Whilst there are clear and agreed upon definitions for what it represents, it is still commonly misused by technology firms who use to label the new functionality added to CRM software that integrates Social Media functionality.

Social CRM is sometimes confused with Social Media which is not appropriate as Social Media is a small part of Social CRM.