IBM Institute for Business Value published a highly interesting report titled “From social media to social CRM”. The report asks a lot of questions that any CMO or marketing director should know the answers to and is worth a read.
Here is an introduction – you can download the full report here
Getting closer to customers is a top priority for CEOs, according to the IBM 2010 CEO Study.
Today’s businesses are fervently building social media programs to do just this. But are customers as enthusiastic? Actually, most do not engage with companies via social media simply to feel connected. It turns out, customers are far more pragmatic. To successfully exploit the potential of social media, companies need to design experiences that deliver tangible value in return for customers’ time, attention, endorsement and data.
With the worldwide explosion of social media usage, businesses are feeling extreme pressure to be where their customers are.
Today, this hub of customer activity is increasingly virtual, located inside a social media or social networking site. But in an environment defined by customer control and two-way dialogue, are customers and businesses in sync with each other’s expectations?