Gartner Research

How to Establish a Social Strategy for CRM

Published: 08 February 2013

ID: G00248778

Analyst(s): Michael Maoz , Jenny Sussin

Summary

The next generation of social strategy for CRM initiatives will require cooperation from the CIO, digital marketing and customer experience leaders. Companies seeking to establish a social strategy for CRM can find 10 best practices for 2013 and beyond.

Table Of Contents
  • Key Challenges

Introduction

  • The State of Social for CRM in 2013

Analysis

  • Define the Steps in a Social Program Targeted at CRM Processes
    • 1. Define What Social Means to CRM in Your Organization
    • 2. Garner Executive Support, and Identify an Executive Sponsor
    • 3. Decide Who Is in Charge of Social Initiatives for CRM
    • 4. Measure the Baseline Metrics for the Process You Wish to Work On
    • 5. Establish Your Business Goals
    • 6. Develop a Strategy Document
    • 7. Determine a Response and Escalation Strategy
    • 8. Define How Social Efforts With Customers Will Be Captured in CRM Systems
    • 9. Create an Accessible Analytics Dashboard
    • 10. Learn and Change

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