Managing Customer Engagement with Social CRM: Leading Options [Video]

A “gold-rush mentality” to social media in recent years has had many organizations forging headlong into social regardless of the challenges. However, as we settle into the world of social networks, companies need to take step back and evaluate the value to the customer and the business, and then allocate appropriate resources to manage customer engagement.

Typically, a business will use customer relationship management (CRM) software to aggregate data on the history of interactions with individual customers. By having all data in one place, they can quickly ascertain if a given customer is new or a legacy, a hot prospect or a top client, and tailor their sales and marketing campaigns accordingly.

As more brands interact with customers through social media, many CRMs have added a social component to manage engagement and collect social engagement data. With the ability to track direct conversations as well as indirect brand mentions throughout the web …