Social Customer Relationship Management (sCRM)
When organizations begin to engage in this space… why do you think they’re doing it?
That’s right. $$. Traditionally, or perhaps should we say- more commonly, we have seen social media utilized as an extension of Marketing and PR efforts. Consumer-centric organizations that engage in the social media space often identify this activity as “Social CRM”, or sCRM. Essentially, it is a means to manage the processes implemented by a company to handle its contact with its customers, through the usage of social media technology.
Adam Metz, a management consultant working with organizations in the adoption of social media technology, would agree with this. In his work, he feels his objective is to help brands get the customer “from Facebook to Safeway.” This means that he shows brands how to acquire the social customer, track their data, monetize that customer, and prove the results.
But this point does not fully recognize what it means for organizations to be “social.” Why be in dialogue with your customers, in the first place, unless it’s being able to change how a company does business and how it intends to utilize information gained through the social media space to improve the user experience. Right?
You’ve been there before. You’re standing in a Whole Foods, with a grapefruit in your hand and you suddenly feel like telling someone that the display looks a little… off. It’s not bad, it’s just… unappealing. (Generally speaking, this is not a common scenario in Whole Foods, but let’s just take it as an example anyway). So a part of you feels that the grapefruit is ho-hum unappealing as well, and/or worse: you might decide that the grapefruit is not good. Just on the basis on how the grapefruit looks on the stands.
Oh, I know what you’re thinking. “But I spend so much money at Whole Foods to begin with! I should be able to get what I want!”
Yes, and you are right. And if you were so inclined, you will fill out the little card, the one that says, “We Love Your Feedback!!!!” and scribble something about the displays… and how it has affected your buying decision. Wouldn’t it be nice if it was displayed beautifully, almost like merchandise waiting to jump off the shelves, into your cart? When you actually deliver this valuable information, you now empower the store to address your needs, your expectations as a buyer, and accordingly, partner with YOU, the customer, so that that your expectations are met.
Whole Foods would want this. (And by the way, their in-store display merchandising is spectacular.) Fundamentally, this is why you want good customer relationships. Why be in business if you aren’t meeting the needs and expectations of the consumer with that of the services/products offered?