Social Accountability for Companies Indulged in CRM

You’ve probably heard it too many times: “we need more likes and followers.” You’ve probably even heard it within the very company that you are working for right now. This is especially true with the introduction of social CRM into the market. As we embrace the digital era, we are forced to face the changing perceptive of customers.

Yonyx enables organizations to create decision tree driven interactive guides for troubleshooting & how-to information for customer self-service.

Prior to social networks, CRM is but a one-way tool, which companies use to gather information. Today, it can be used as a tool for marketing, sales and even customer support. This is to be expected because customers now have more control of conversations than before. They now have the power to make or break you – through your brand or products.

What should companies do to change things despite the ongoing social CRM evolution?

1. Develop social accountability. Social accountability is important for companies if they want to implement a successful CRM system. It is knowing what is being said by customers and understanding the concept.

2. Social CRM should be treated as channel – not a strategy. If treated as strategy, companies would tend to over-dominate and become hyper vigilant, which makes it lose the essence of social human interaction. Interaction needs to be two-way or multi-faceted and this is what communication is all about.

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