Call Center Services Featured Article

Greenberg, Others Present Webinar on Social CRM Success

By David Sims
TMCnet Contributing Editor

“Customer behavior has changed, and thus, so must you.” That was the challenge of a Webinar givenearlier this month, titled “Keys to Successful Social CRM Programs.”

To support your relationships with 21st century customers, Webinar officials said, “it’s important to develop responsive Social CRM programs that support these new dynamics.” Social CRM guru Paul Greenberg, author of CRM at the Speed of Light, broke down the basics to crafting successful Social CRM programs.

Greenberg needs no introduction to most in the CRM field. He’s the author of the best-selling CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools and Techniques for Engaging Your Customers. He is also the president of the 56 Group, an enterprise applications consulting services firm, focused on CRM strategic services including go-to-market strategies for vendors and integrators, implementation strategies, and vendor selection.

“You can call it social CRM, you can call it a customer engagement strategy, you can call it a lot of different things,” Greenberg said, “but the reality is you’re still doing one thing: You’re still engaging customers in ways that provide them with an experience that is of great value to them.”

Among other topics, Greenberg addressed the difference between CRM and Social CRM, the practical components of Social CRM that you should consider, what resources and processes you need driving your Social CRM program, the risks of Social CRM programs, how to measure successful social customer interactions, how corporate culture needs to change to support successful Social CRM programs and where are some good places to start with your Social CRM efforts.

And as far as risk, Greenberg said, think about it this way: “What is the risk of not responding in 24 hours to a customer complaint?”

Renee Wilhelm also participated in the Webinar. She is a SAP (News - Alert) solution manager working within the “Customer” line of business focused on SAP CRM Interaction Center and Social CRM topic areas. Renee has been involved in contact center and service solutions since 1999, working on topics that range from workforce optimization to SAP CRM.