Customers are communicating online about your company today, across a growing number of channels and myriad individual conversations; how is this anything other than a big headache for companies?
Put another way, what are the problems your business is trying to solve with CRM today?
How about increasing customer loyalty?
How about making better and faster decisions?
How about supporting the entire Customer Lifestyle?
Traditional CRM is simply not designed to apply itself to the scale of the social web. If you're just looking at one-to-one interactions today, it's like pointing a telescope at one tiny part of the sky and hoping you can guess what the rest of the universe is doing, much less affect it.
But this is a case where the problem is the solution. Social CRM is about powering your own customer network to address business issues beyond your limited view. By cultivating and leveraging a network of customers and superusers, you expand your reach beyond what you can quickly or cost-effectively handle on your own. Even better, this works across a whole range of business challenges: