Gartner Research

China Summary Translation: 'Top Use Cases and Benefits of Social for CRM in 2018'

Published: 31 May 2018

ID: G00355540

Analyst(s): Jenny Sussin , Olive Huang


Less than 50% of companies know the actual business impact of their social CRM efforts. Application leaders supporting CRM and CX must assist peers in making investment decisions on technologies that support top use cases with proven benefits.

Table Of Contents



Top Use Cases and Benefits of Social for CRM in 2018

  • Key Challenges
  • Recommendations



  • Encourage Marketing to Align Social Media Activity With Customer 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
    • 6. Solving Customer Service Problems With Agents
    • 7. Enabling P2P Community Support
  • Make Social Prospecting and Collaboration Part of the Sales Organization's Day-to-Day Process
    • 8. Researching Clients and Prospects
    • 9. Reaching Out to Clients and Prospects
  • Promote Social Commerce to Drive Conversion
    • 10. Soliciting Product Ratings and Reviews
  • Honorable Mentions: Use Cases of Social CRM Outside of the Top 10

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