The Social Graph

Just as you are able to track your communication with an existing customer through the relationship life cycle, you can track customers and other influences through that same relationship as they create content and converse on the Social Web. This can be very enlightening and is really useful when pulled into the product design process. Social CRM helps you understand and apply the significant points in the conversations happening around you. It helps you tie this information into your business, where you can use it to build relationships with influential customers and with influenetial bloggers, critics, and others who follow your firm or track your business or industry. You can apply this same discipline internally, too, and connect customer and external influences to your employees, to the Customer Service manager, to brand managers, and to others. Once connected in this way, your customer and employees can bond further, moving toward collaboration. It's collaboration that drives customer centric product and service innovation, and collaboration that leads to the highest forms of engagement with your customer.