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CRM integration into social media - a social CRM


Having a yummy soup in front of me and not being able to sip it - just because I'm not having a soup spoon is as tempting and frustrating it would get. This is the similar situation with most of the organisations who have social media data but are unable to make any use of it. It's not important to jump on it and start replying to each and every mention about the brand, but being able to get the data into the sales process is what differentiates a digital organisation from the rest. We all know organisations have a CRM, a ERP and a SCM. This is the major architecture of any organisation having a sales capture platform, a enterprise system and a supply chain management system. I feel, a digital organisation should have a SCRM - social CRM which integrates in similar ways to ERP and SCM. 
The advantages are paramount - firstly, all the social data gets a place to rest which makes sense to the business leaders. A keen follower of your brand who is keenly waiting for a product launch that is scheduled to arrive to stores in six months time should be in the CRM database as a must have customer.

The advantages are very clear -

  • Unified customer experience
  • Data management is streamlined
  • Decision making is informed and faster

The ERPs orchestrate the core marketing functions and the SCM manages the supply chain in isolation. As world embraces interactive media and social media, the point solutions are not good enough. Today's businesses need solutions that deliveries more than traditional systems. With these, the first step is to identify which all platforms to integrate. If there are legacy software, does it makes sense to move to new platform, or does your business can afford to carry on. Build a roadmap to implement the integration of the enterprise systems and before all, set up listening platforms for over a month before making any decision. Having a wrong strategy is way better having none at the first place.


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