Most larger companies have been using CRM Software for some years and many are moving towards a second generation. It continues to surprise me that requests for proposals for new or replacement systems still contain lists of functions desired, but no clear statement regarding business aims. Questions concerning the business case are met with longer silence or at best statements such as “increasing sales” or “improving efficiency”. In general, CRM Systems will improve the flow of information within a company and enable companies to process customer requirements faster, but due to the lack of defined aims, the success of a system cannot really be measured.
This is particularly relevant in the case of social crm. It is possible to invest considerable amounts of time and money in the integration of social functions, but it is questionable if this will lead to any long-term advantage unless aims and cost/benefit factors are clearly defined. CRM Systems are usually concerned with long term business management while social sites are about short term interaction. Most solutions provide some kind of customer portal allowing for professional customer interaction, this makes sense. One company I just looked at on Twitter is following over 17oo others and being followed by 700+. Who in that company is going to look at all the tweets for 1700+ tweeters? That does not make sense. More on this topic will follow!
CRM Auswahl