Small Businesses Will Embrace Social CRM

Mark J

Updated · Jan 05, 2011 recently asked industry experts what they saw in store for 2011. According to the expert discussion, CRM practitioners can look forward to a heavy dose of social CRM, mobile requirements and a continued emphasis on the customer experience.

“Paul Greenberg: Small business will begin to embrace social CRM — Small businesses’ adoption of social channels to reach their customers began to gain velocity in 2010 and that will only increase in 2011. Small business is recognizing that for a small cost (though not free) they can generate leads and engage their customers on the external social networks that already exist. Michael Stelzner, in his 2009 Social Media Industry Report, found that between 51% to 68% of B2C [business-to-consumer] companies were able to generate customers from the use of and participation in Facebook, Twitter and via a company blog. This is a lesson not lost on small business. In fact, we are seeing a number of CRM software vendors who recognize this trend, refocusing on the small business market such as — putting the SMB [small and medium-sized business] market back on their target list. We are seeing another group of SMB-targeted CRM vendors — like Sage adding social functionality to ACT! and Saleslogix — to meet what is a growing demand from their SMB customer base.”

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