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Chapter 9  Customer relationship management

‘Imagine you succeed. How will things be different afterwards? Imagine the endpoint and 

you’ll know where to begin.’

● 

Technology. Finally, decide on the best social media platforms to achieve your goals; we’ll 

review these in a moment.

Social CRM strategy

We have seen that there are a diverse range of goals of applying social media within an 

organisation, which is a significant challenge, particularly in larger organisations since suc-

cess will require collaboration across different roles and functions. 

Social CRM

 is a relatively 

new term which helps define the broad scope of social media across the customer life cycle 

and value chain.

Conversations can occur across a range of site types, including ‘social networks’ such as 

Facebook and Twitter, but also in a company’s own blog,  third-  party blogs,  reviews-  and- 

 ratings sites or in neutral web  self-  service forums like Get Satisfaction. Many organisations 

have developed a social media governance policy to ensure that conversations are listened to 

and responded to accordingly. You can read examples at 

http://socialmediagovernance.com/

policies.php

.

The scope of social CRM is well illustrated as grouped within the six business application 

areas in Figure 9.12, which is presented by Altimeter (2010). The scope of each area is: