Social CRM is a double-edged sword. It gives businesses a tremendous opportunity to easily communicate with consumers, rapidly answering questions and responding to concerns. But it also gives companies more chances to slip-up or to be perceived as being unresponsive or uncaring. That is why a growing number of organizations are stepping beyond the confines of traditional customer relationship management and incorporating social media into the next wave of CRM implementation.
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RightNow Technologies felt the time was right in November 2010 to begin offering its RightNow CX for Facebook, which lets companies interact and monitor consumers' interaction with their businesses, via Facebook integration with the developer's CX CRM suite. The software, in use by many government agencies such as NASA, is available in multiple editions such as chat, standard, enterprise, and enterprise contact center suite. One customer, Drugstore.com, found that order-conversion increased 25% -- and the size of the order increased -- after consumers spoke to an agent via RightNow's Live Chat feature, according to RightNow. "Customers were not only placing more orders after chatting with agents. They were purchasing products that agents had discussed and suggested to them," the developer said, citing Drugstore.com.
Social is a Business ImperativeThe use of social media for a host of business purposes is rising. Indeed, social is quickly moving from cutting edge to business basic. Organizations that have so far ignored social - either because they thought it was a passing fad or just didnít have the resources to properly evaluate potential use cases and products - must start giving it serious consideration.
Social is a Business ImperativeSocial media is critical in the age of digital business. How can IT help? First, work with the marketing team to set up social networking programs on Facebook, Twitter, and LinkedIn, at minimum. Then work to put social media sentiment analytics in place to measure success.