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CRM is going social. CRM is no longer just about contact management and sales op automation. What we're learning is that we need to leverage the Internet - search engines, blogs, social media - to reach customers more effectively. This includes reaching out to customers to find out what's on their minds, what social networks they frequent, what topics are important to them, and how they like getting information. Social CRM adds a whole new dimension to the traditional view of customer relationship management. The focus is undoubtedly on people and not technology. It's about joining the ongoing conversations our customers and prospects are already engaged in - not trying to control them. It's about using any tool available that will allow us to meaningfully engage with more people like them. It's realizing people like doing business with people they like - and understanding we love doing business with people we trust.
Brent Leary is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. His client list includes Microsoft, Intuit, Cisco, Research In Motion and the state of Georgia's Depart of Economic Development. Recognized by InsideCRM as one of 2007's 25 most influential industry leaders, Leary also received CRM Magazine's Most Influential Leader Award in 2004. He serves on the national board of the CRM Association, and as a subject matter expert for the Small Business Technology Task Force. He's been quoted in several national business publications, including the Wall Street Journal, Newsweek and Entrepreneur magazine. Leary writes regular online columns for Inc. and Black Enterprise magazines. He hosts and produces the popular Technology For Business $ake radio program. Leary's blog can be found at www.BrentLeary.com.
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