O'Reilly logo

The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits by Barton Goldenberg

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 11. Social CRM: Achieving the Right Mix of People, Process, and Technology

In this chapter I will discuss the critical mix of three crucial components: the people, process, and technology that create healthy, two-way dialogues with customers. This critical mix must be adjusted throughout the initiative to ensure that Social CRM goals are met. Each of the components presents its own set of challenges that I examine in Part 4 of Social CRM. This chapter takes a more holistic approach, digging into why getting this mix right throughout the initiative is so important.

The people component presents the greatest challenge, because users are sensitive about change. Social CRM systems support and automate customer processes, and almost always ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required