Gartner Research

Top Use Cases and Benefits of Social for CRM in 2016

Published: 22 February 2016

ID: G00294341

Analyst(s): Jenny Sussin , Jason Daigler , Theodore Travis


Many organizations fail to show the business impact of social on CRM. IT application managers should assist the marketing, customer service, sales and digital commerce organizations with making investment decisions on technologies that support top use cases with proven benefits to provide ROI.

Table Of Contents
  • Key Challenges



  • Encourage Marketing to Align Social Media Activity With Customer Buying Journey Metrics
    • 1. Delivering Focused Social Marketing Campaigns
    • 2. Determining Multichannel Marketing Campaign Success
    • 3. Engaging on Social Media to Build Relationships
    • 4. Leveraging Advanced Social Analytics to Find Insights
    • 5. Finding New Ideas and Conducting Market Research
  • Make Social Customer Service Part of the Holistic CEC Strategy
    • 1. Solving Customer Service Problems With Agents
    • 2. Enabling P2P Community Support
    • 3. Capturing Customer Service Feedback
    • 4. Activating Advocates for Live P2P Customer Support
  • Make Social Prospecting and Collaboration Part of the Sales Organization's Day-to-Day Process
    • 1. Researching Clients and Prospects
    • 2. Reaching Out to Clients and Prospects
    • 3. Gamifying the Internal Sales Process
  • Promote Social Commerce to Drive Conversion
    • Soliciting Product Ratings and Reviews
    • Enabling Transactions Over Social Networks
    • Increasing Conversions With UGC

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