For several years we are witnessing a revolution in the field of communication through the dissemination of new media such as social networks, blogs, community (which is often referred to as Web 2.0). These instruments have completely revolutionized the way we communicate, transforming us from mere consumer of information to real content producers.

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Social CRM Tools
Friday, December 26, 2014
For several years we are witnessing a revolution in the field of communication through the
dissemination of new media such as social networks, blogs, community (which is often referred to
as Web 2.0). These instruments have completely revolutionized the way we communicate,
transforming us from mere consumer of information to real content producers.
Social CRM Tools: Changing the Relationship between
Business and Consumers
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Obviously, the world consumption was not immune to the effects of this revolution. Thanks to new
technologies and the information circulating through them, consumers are now much more informed
and more competent than in the past, believe less in advertising top-down businesses and prefer to
exchange with each other ideas on products and services, considering the opinion of other
consumers "credited" the most reliable source of information to guide their purchasing decisions:
trust the people with whom they have direct contact, trust those who are recognized experts,
specialists, connoisseurs, in the environments they attend (are they real or virtual environments such
as social networks).
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Consumers, therefore, in social networks and web environments increasingly play the role
of partners of the company because their ideas and knowledge have become an active part in the
process of product development, help to increase brand awareness through word of mouth online,
provide assistance to other consumers by providing the various web environments their skills and
knowledge.
As businesses are reacting in the face of changes taking place? The Social
CRM tools are widely regarded as the most suitable answer to this challenge.
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The tools of Social CRM are not a substitute for traditional CRM, but an evolution. On one hand the
CRM focused on sophisticated systems management technology aimed at the collection and
processing of data on consumer behavior, the Social CRM, in contrast, is distinguished from the
previous approach for its strong social and relational factor. The main objective of this strategy is that
it is easy to manage the consumer through a range of customized products / services that increases
the level of satisfaction and loyalty, the tools of Social CRM are intended rather to develop a
relationship between company and customer in a more interactive way.

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The Social CRM tools adds value to the structure and CRM tools that already exist in the
companies, since it is based on the use of platforms that are social. Generally the communication
channel in CRM processes already in pace, so as to generate more meaningful interactions with
users thanks to the possibility to engage a client in the flow of the whole enterprise management
(not just the front-line but also the back-office) or even the extended enterprise (the network of
factors involved in the service cycle) through solutions "open" inspired principles of cloud computing.
The use of social media (if supported by targeted strategies tools for Social CRM), is therefore a
factor that can add value to the business of companies, since they are the main tools that transform
the consumer relationship from a simple transaction to real relationship based on collaboration,
transparency and authenticity.
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