The new engagement paradigm
Consumer adoption of social media has rapidly shot up in recent years. Businesses previously engaged in one-way information dissemination with customers. Today, multi-way conversations between consumers, with or without the involvement of the business, are the norm.
There is now a category of super consumers, or influencers, who play a disproportionate role in the ecosystem given their large networks and online reputations. Current CRM approaches are incapable of capturing the various signals that are emanating from these multiple touch points and new stakeholders.
Businesses require a social CRM approach that can effectively enable them to capture insights and manage the customer relationship successfully by leveraging the viral nature of the medium.