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Data quality important with emergence of social CRM
Aug 19 2009, 15:11 PM
Contact data management is proving more crucial with the growing influence of social customer relationship management (CRM) as a marketing tool.
Traditional methods of engaging with the single customer view are being overtaken by social technology and the possibilities opened up by this data strategy, reports Dion Hinchcliffe, writing for the website Zdnet.com.
As a result, data quality is even more important with online customer communities now making way for social CRM, which brings together the digital community and combines it with crowdsourcing and customer service.
Mr Hinchcliffe finds that the success of a social CRM data strategy lies in the fact that it empowers consumers as they are engaged with the company and can offer each other support and information.
According to the recent report The Future of the Social Web, social CRM will soon see consumers participating in a shared online experience to rate and offer advice on different brands.
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