Due to the wide spread of the use of social networks, it is evident that companies that define and follow a strategy and understand how to use new trends in CRM tools and solutions will have a competitive advantage in their market.
The evolution of the CRM implemented in the market will be aimed at evolving from systems aimed at "registering" transactions and interactions with customers to systems "participated" by customers.
This poses significant challenges in several areas:
Culture: Adapt the organizational culture so that the client / user / consumer is considered as a member of the organization whose opinion is important.
Processes: Integrating external information into the flow use of business processes will become more critical to being able to respond and collaborate with conversations on social networks. The expectations of responding in real time to a conversation on a network are higher in these channels than in telephone or via e-mail, all this requires a very optimal multi-channel management.
Technology: Incorporate processes that help manage social networks within the CRM. To carry out this integration, both social media platforms and the manufacturers of the most used CRMs in the market, have developed APIs and integration tools that allow the organization to monitor in real time the opinions and contributions made by its customers.
