A01 chaf6542 06 se fm indd

3 

Service and support. Customer  self-  help through forums provided by you and neutral sites.

4 

Innovation. Using conversations to foster new product development or enhance online 

offerings is one of the most exciting forms of social CRM.

Social CRM

The process of managing 

customer‑to‑customer 

conversations to engage 

existing customers, 

prospects and other 

stakeholders with a brand 

and so enhance customer 

relationship management.

Figure 9.12

Aspects of social CRM

Source: Altimeter (2010).

2. Social

Marketing

Insights

Marketing

3. Rapid Social

Marketing

Response

4. Social

Campaign

Tracking

5. Social

Event

Management

6. Social

Sales Insights

Sales

7. Rapid

Social Sales

Response

8. Proactive

Social Lead

Generation

9. Social

Support

Insights

Service &

Support

1. Social Customers Insights: The 5Ms

10. Rapid

Social

Response

11. Peer-to-

Peer Unpaid

Armies

12.

Innovations

Insights

Innovation

13.

Crowdsourced

R&D

14.

Collaboration

Insights

Collaboration

15. Enterprise

Collaboration

16. Extended

Collaboration

17. Seamless

Customer

Experience

Customer

Experience

18. VIP

Experience

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Part 2  Strategy and applications

5 

Collaboration. This is digital business collaboration within an organisation through an 

intranet and other software tools to encourage all forms of collaboration which support 

business processes.

6 

Customer experience. This references the use of social CRM to enhance the customer 

experience and add value to a brand which is implied by many of the other aspects above. 

It gives the examples of using VIP programmes, offering collaboration between customers 

with shared characteristics to add value and create advocacy.

A social CRM strategy can be developed by reviewing and prioritising options in each of the 

six business applications above.

The 5Ms provide another useful framework within the Altimeter (2010) report which can 

be used for reviewing strategy implementation. The 5Ms are: