Gartner Research

China Summary Translation: Top Use Cases and Benefits of Social for CRM in 2015

Published: 19 October 2015

ID: G00292821

Analyst(s): Jenny Sussin , Olive Huang


As the business use of social media for CRM becomes a cross-industry standard, IT application managers should assist the marketing, customer service, sales and digital commerce organizations in making investment decisions on technology. The power of social lies in its impact on the business.

Table Of Contents



Top Use Cases and Benefits of Social for CRM in 2015

  • Key Challenges
  • Recommendations



  • Help Your Marketing Organization Define Its Business Objectives
    • Identifying Market Characteristics
    • Building Relationships and Customer Retention
    • Campaign Management
    • Determining Campaign Success
    • Idea Generation and Insight
    • Researching Influencers
  • Work With the Customer Service Organization to Decide Social's Place in the Overall Multichannel CEC Scheme
    • Enabling Peer-to-Peer Customer Support
    • Solving Customer Service Problems
    • Capturing Customer Service Feedback
  • Assist the Sales Organization in Making Social Prospecting and Collaboration Part of Its Day-to-Day Process
    • Researching Clients and Prospects
    • Reaching Out to Clients and Prospects
    • Private Client Collaboration
    • Sales Team Collaboration
  • Support the Digital Commerce Organization by Investing in Proven and Innovative Approaches to Social Commerce
    • Product Ratings and Reviews
    • Enabling Purchases via Social Networks

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