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Social CRM comes of age

Social CRM comes of age

The new breed of CRM: Are you ready?

Oracle | 02 October 2009, 12:13 | Customer Relationship Management/CRM

Social CRM's customer strategy and associated business models are those defined by customer engagement, not customer management. While traditional CRM used data to track transactions with the customer - be it sales data such as purchases or service data such as trouble tickets and the outcome - the holy grail was the 360° view of that customer. That means a single customer record with all data pertaining to that customer - regardless of department - that is made available to all those who need to see it. But while that was considered the optimal achievement of a traditional CRM deployment, it is now a prerequisite for a truly successful CRM effort - though only 38% of companies claim to have it.

But Social CRM has a different holy grail.

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