What’s the biggest CRM trend on the horizon?
Social CRM – a worldwide trend. Social CRM, also known as CRM 2.0 or Social Media, is a trend that it is still evolving and where the consumer is in control. My take on this is that Social Media has different mediums to engage the customer. A medium will be Facebook or Twitter, and within each medium you have different channels. For example, in Twitter, you could have an account for customer service and another one for sales promotions – here you have two channels. Another example is Facebook, you have applications, groups and pages – they all are channels.
This requires a different thinking in terms of culture, processes and technology in your company. But the bottom line is that you will need to have a team or structure dedicated to manage these social media channels. Think of a call center, you have a director and supervisors and agents. You will need some sort of structure for social media channels.
More of the interview here: Interview with CRM Expert Jesus Hoyos Lexnet.