With the rise of Social Customer Relationship Management, customers can access a direct line to businesses and organisations, rather than having to go through an intermediary. In the past, this used to result in unnecessary delays and frustrating interactions, where the customer could get lost in call centres or get put on hold for long periods of time. It was also sometimes inefficient for businesses that didn’t know how to integrate their needs with available resources. But SCRM has changed all that by allowing parties to connect directly and immediately share information about what they do and don’t need from each other.
SCRM is a strategy of being responsive to your audience, taking an interest in their needs and wants, and striving to link together the dots between all of the pieces of data so that you can learn more about them. It’s an approach to customer care where your customers are involved in the process through various social networks, blogs, forums etc. helping them to build healthy relationships with your business. A negative experience gets acknowledged in this model of social CRM. An example of this would be through discussions on any networking site like LinkedIn, Twitter and Facebook.