Top Use Cases and Benefits of Social for CRM in 2017

Archived Published: 08 February 2017 ID: G00319091


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We estimate that more than 50% of organizations are still failing to show the business impact of social on CRM. Application leaders must assist CRM business leaders with making investment decisions on technologies that support top use cases with proven benefits.

Table of Contents

  • Introduction
  • Analysis
    • Encourage Marketing to Align Social Media Activity With Customer-Buying-Journey Metrics
      • Delivering Focused Social Marketing Campaigns
      • Determining Multichannel Marketing Campaign Success
      • Engaging on Social Media to Build Relationships
      • Leveraging Advanced Social Analytics to Find Insights
      • Finding New Ideas and Conducting Market Research
    • Make Social Customer Service Part of the Holistic CEC Strategy
      • Solving Customer Service Problems With Agents
      • Enabling Peer-to-Peer Community Support
      • Capturing Customer Service Feedback
      • Activating Advocates for Live P2P Customer Support
    • Make Social Prospecting and Collaboration Part of the Sales Organization's Day-to-Day Process
      • Researching Clients and Prospects
      • Reaching Out to Clients and Prospects
      • Enabling Channel Partners
    • Promote Social Commerce to Drive Conversion
      • Soliciting Product Ratings and Reviews
      • Enabling Transactions Over Social Networks
      • Increasing Conversions With User-Generated Content
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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