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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NetSuite CRM+ includes Web-based sales force automation, marketing automation, customer support and service, and customization capabilities. The application also is integrated with order management, fulfillment, and financials, as well as mobile devices such as the iPhone, BlackBerry, and Windows Mobile, NetSuite said on its Web site. The software allows sales reps to view social information tied to sales leads, thereby making a sales force more efficient and productive, NetSuite said. Primarily used by SMBs, NetSuite CRM+ also integrates with third-party apps such as HubSpot, which in February unveiled its new integration with NetSuite CRM and NetSuite Ecommerce. These partnerships allow NetSuite to further expand its capabilities in areas such as social media, NetSuite said. "Companies want to leverage search, social media, and all these new ways to generate leads but don't want to use or integrate 10 different tools. We feature HubSpot as our only marketing partner on SuiteApps because it is a comprehensive marketing solution and integrates well with NetSuite," said Raghu Gnanasekaran, senior director of product development for NetSuite's SuiteCloud Developer Network, in a statement.
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.