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environment (commonly referred to as omnichannel) and talk to customers the way they talk to each other. Social CRM enables companies to track a customer's social influence and source data from conversations occurring outside of formal, direct communication. Social CRM also allows companies to keep a
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Social customer service: Ownership of social media is shifting away from
Marketing and Communication as engagement increasingly relates to inbound customer service-based topics. Rather than social being seen purely as a space for companies to deliver outbound marketing messages, it is the inbound
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strategy: The ability to create custom content is increasingly dependent on access to reliable, qualitative social user data to facilitate precise audience segmentation. Furthermore, dynamic audience segments, built on both social data and demographic data, allow for more accurate measurement of
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focuses on collecting and managing static customer data, such as past purchase information, contact history and customer demographics. This information is often sourced from email and phone interactions, commonly limited to direct interactions between the company and the customer.
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Social engagement with prospects: Social CRM tools allow businesses to better engage with their customers by, for example, listening to sentiments about their products and services.
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or any other social network where a user publicly shares information. The key benefit of social CRM is the ability for companies to interact with customers in a
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full audit history of all customer interactions, regardless of social channel they choose to use, available to all customer care employees.
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Castronovo, C. and Huang, L. (2012). Social Media in an
Alternative Marketing Communication Model.
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customer queries that allow for meaningful points of engagement and the building of brand advocacy.
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Social CRM adds a deeper layer of information onto traditional CRM by adding data derived from
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services, techniques and technology to enable organizations to engage with their customers.
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Share of Voice: how much of the overall voice a single brand consumes.
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Metrics for assessing changes environment in an industry:
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Journal of
Marketing Development and Competitiveness
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339:"The Definitive Guide to Social Customer Service"
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354:"Customer Relationship Management DMGT308"
106:Learn how and when to remove this message
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202:Social CRM metrics in applications
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457:Customer relationship management
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171:customer relationship management
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137:Social CRM has applications in
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417:"Sentiment Social CRM"
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233:volume of followers
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38:Please help
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210:web traffic
324:2015-07-01
304:References
119:Social CRM
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139:marketing
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252:See also
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