The document outlines the evolution of Customer Relationship Management (CRM) from its inception in the 1990s as a contact management tool to its transformation into social CRM (SCRM) in the 2000s, enabling organizations to build more holistic relationships with customers. It highlights the importance of customer-centricity in modern marketplaces and the need for companies to leverage CRM platforms to foster long-lasting customer relationships. The text emphasizes how SCRM allows businesses to engage with customers through various social media platforms, ultimately catering to their preferences and needs.

1. THE
OF
EVOLUTION
The 1990s:
THE PRIMORDIAL SOUP
IN THE BEGINNING THERE WAS CRM.
IT WORKED.
Previous “Contact Managers” had been DESKTOP APPLICATIONS...
Customer Relationship Management gave salespeople a
SINGLE VERSION OFTHE TRUTH
about their customers.
Who coined the term CRM?
WE DON’T KNOW.
But it meant conversations across phone, face-to-face, and email were stored
in sequence, enabling communications and offers BASED on each customer’s
dreams and desires.
But at last, customer information had a life beyond
the Sales, timely and accurate.
Implementation cost
$60-130 MILLION!
AND THE JOURNEY HAD
JUST STARTED.
...sometimes, without even a shared database.
Customer Relationship Management let Sales Executives…
Build LISTS, Customise CAMPAIGNS, and record CONTACTS
with each individual.
CRM SCRM
The 2000s:
THE CAMBRIAN ERA
CRM went from APPLICATION to ECOSYSTEM.
But a few years later, the world moved its opinions - and its customer
relationships -
onto SOCIAL MEDIA.
So CRM evolved again: into SOCIAL CRM, or sCRM.
And so do their BUYING SIGNALS, SERVICE NEEDS
and BUSINESS PAINS.
Today, over FORTY MILLION PEOPLE use sCRM to
TRACK, ANALYSE,
and gain
INSIGHT
into customer behaviour
ACROSS THE WHOLE BUSINESS.
THAT’S SOCIAL CRM.
TAKEAWAYS
Social CRM moves
beyond contacts and
enables you to build
relationships with
customers.
Customer conversations
aren’t just with you, but
with other customers
There are countless
conversations, but only
one relationship.
sCRM evolved to deal with them.
sCRM realised a customer isn’t an EMAIL THREAD or a SERIES OFCALLS.
A customer lives in Tweets,
Posts and Status updates, Likes
and Follows and memberships.
Today’s sCRM lets you build a HOLISTIC VIEW
of the customer.
What the customer says to YOU, says on
SOCIAL MEDIA, or even what they say to
OTHERS.
sCRM lets you participate in ALL THESE
CONVERSATIONS…
...as if they were the SAME conversation.
They LAUGHED on LINKEDIN.
‘FESSED UP on FACEBOOK.
TATTLED on TWITTER.
It enabled up-selling and cross-selling, but not just among Sales.
Thousands of plug-in apps
made CRM customisable…
… and useful to
EVERYONE.
A customer in CRM was now a
PERSON. Not just a name and job
title.
A company has many EMPLOYEES,
but its customer saw one
RELATIONSHIP.
At least that was the plan.
The 2010s:
THE MODERN ERA
The Ultimate
Guide to:
Creating
customer
centricity with
CRM
To prosper in the modern marketplace,
companies must embrace a culture of
customer centricity – and the best way
they can achieve this is by fully exploiting
the potential of their CRM platform.
ULTIMATE SERIES
Learn more
Gain a holistic view of your
customers and place them at the
centre of your business strategy
to build long lasting and loyal
relationships by Downloading our
free eGuide
The Ultimate Guide to: Creating
customer centricity with CRM
The Ultimate
Guide to:
Creating
customer
centricity with
CRM
To prosper in the modern marketplace,
companies must embrace a culture of
customer centricity – and the best way
they can achieve this is by fully exploiting
the potential of their CRM platform.
ULTIMATE SERIES