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When evaluating a Social CRM platform, what are the key features and functions you want?
What makes a social CRM enticing as an enhancement to your 'traditional' CRM solution? Integration? Ease of use? Simple implementation? Number of social channels? Pipeline management? Customer support capabilities?
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Kelly,
Interesting question, because I feel as though it is a bit of a loaded question. I think some companies need Social CRM applications while others need CRM/Contact Center Platforms. I am not so sure about a Social CRM Platform. You have been part of many of the conversations yourself during the past couple years. We all know Paul's definition and the tweetable version as well. Two interesting points:
1 - Paul never mentions Social CRM in his definition
2 - The Tweetable version leaves out the most important part (IMHO)
"...designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value..."
What this says to me is that any technology used needs to facilitate conversations. In order to do that, a company needs to know how many conversation channels are being used. The conversations need to be collaborative, in other words, not just words but towards a specific end point which is beneficial to both sides.
Back to my point about platform versus application. It depends upon the starting point, social maturity of the organization and what specific goals and objectives they have long term. Many should start with an application and then progress to a platform.
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