Customers Want an Experience Through Your Brand

There is a belief, and for most rightfully so, that Social CRM is an extension of traditional CRM. With Social CRM you’re adding new technologies and strategies to traditional CRM. As a business, this requires you to move from traditional or social channels to multi-channels, said Paul Greenberg, Principal of The 56 Group, at Zoholics, the Zoho user conference in Burlingame, California.

That makes sense if you’ve been in CRM for many years. But if you describe Social CRM to young practitioners they’ll just refer to it as CRM, said Greenberg. These supposedly “new” methods of social are traditional to them.

Customers are in control

A successful Social CRM or CRM implementation is the process of giving your customers the ability to sculpt the relationship with you where they own and control the relationship, said Greenberg.

You can do that by providing things to the customer that make them remember you well and to respond to the customer when it’s appropriate to respond. Not every engagement or call out requires a response.

Watch the video as Greenberg talks about how the line of American Girl dolls creates an experience for fathers and daughters within the American Girl stores.


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