Social networks such as Facebook and Twitter are becoming more and more important for SMEs. At the beginning, only a few consumers were interested in social services, but now more and more companies are finding their way to Facebook, Twitter & Co. The reason is simple: opinions, ideas and complaints are no longer expressed by the hotline With the same people.
Social Trend in the CRM Industry
The informal exchange is, on the one hand, pleasing, because, for example, it lowers the need for service, but also carries risks on the other hand. For a public "shitstorm", ie the massive utterance of negative user comments, draws in far more circles than doubtful calls from unsatisfied customers.
Social cohesion in the company
Companies are doing well to show their flag in the social network. This is because they are only able to influence opinions, straighten information, or simply spread information.
The software industry has long since discovered the need for solutions for analysis and communication. Today, there is hardly any CRM software that does not have social functions. However, when looking closely, there are differences in alignment and depth.
While rather simply knitted applications are content with the customized representation of activity streams, ambitious solutions provide detailed analyzes and interactive communication channels. How far the manufacturers go with the topic of Social CRM is shown by our market overview.
But it is not just the CRM vendors who promise to grow by the social network growing sales figures. Other segments of the business software market also have a social impact: A good example is the social business platforms, which are primarily driven by IBM, Citrix & Co.. In contrast to CRM, however, this is less about market communication than about collaboration.
Project teams, working groups or entire companies should cooperate more efficiently and share their knowledge better. Whereas previously quite different solutions were often required, today's complete solutions bring together all relevant data in an integrated system. Independent of time, place and terminal. Similar to the CRM solutions, the functionality varies greatly.
On the following pages we present the most important suppliers with their products and their central functions. Both large software companies and smaller specialist providers are represented. IBM, Novell, Citrix and flying dog as well as Social CRM tools from update, Wice, Aptean, CAS, Microsoft and Oracle are presented in detail.
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