Social CRM

Aus eicker.BEratung

Social CRM^[1] (Social Customer Relationship Management, SCRM, sCRM) ist eine Unternehmensphilosophie und Unternehmensstrategie zur systematischen Zusammenarbeit und Konversation von Unternehmen mit ihren Kunden innerhalb eines verlässlichen und transparenten Geschäftsumfelds^[2][3][4]: Während klassisches CRM vom Inneren der Organisation nach außen blickt, akzeptiert und fördert SCRM die Kontrolle des Geschäftsumfelds und der Konversation durch die Kunden.^[5] SCRM ist folglich eine Erweiterung und kein Ersatz von CRM.^[6]

Quellen

1. ↑ Social CRM: News unter Wir sprechen Online.
2. ↑ Time to Put a Stake in the Ground on Social CRM, 06.07.2009, Paul Greenberg: "CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation."
3. ↑ Social CRM, DE.Wikipedia, Die freie Enzyklopädie, 04.11.2011: " Während das traditionelle CRM eher auf einem operativem Ansatz beruht, der die Kundenbeziehungen effektiv managen soll, zielt Social CRM darauf ab, die Kundenwünsche zu erfüllen und gleichzeitig die Unternehmensziele zu erreichen."
4. ↑ Social CRM, EN.Wikipedia, The Free Encyclopedia, 04.11.2011: "Social CRM is use of social media services, techniques and technology to enable organisations to engage with their customers. ... Social CRM is often used as a synonym for Social Media Monitoring, where organisations watch services like Facebook, Twitter and LinkedIn for relevant mentions of their product and brand and react accordingly. However, this is too narrow an interpretation, as Social CRM also includes customer communities managed by the organisation themselves."
5. ↑ Time to Put a Stake in the Ground on Social CRM, 06.07.2009, Paul Greenberg: "The customer controls the business ecosystem and the conversation, but not the business a.k.a. company a.k.a. enterprise itself. What that means is that while customers have much greater control over their destinies in how they interact with businesses, make no mistake about it, they don't run the business, nor does the business have to concede everything to the customer."
6. ↑ Time to Put a Stake in the Ground on Social CRM, 06.07.2009, Paul Greenberg: "What this means is that SCRM is an extension of CRM, not a replacement for CRM. Its a dramatic change in what it adds to the features, functions and characteristics of CRM but it is still based on the time honored principle that a business needs its customers and prefers them profitable and that same business needs to run itself effectively too. - The transformation that's sparked the need for Social CRM seems to have occurred in 2004. It has been a social revolution in how we communicate, not a revolution in how we do business per se."