Social CRM is not a substitute for traditional CRM. Instead, what emerges is a new, outward-facing dimension that extends the operational areas of CRM. That new dimension is inevitably more successful if you're building off a strong foundation in traditional CRM. Twitter's rise has been dramatic, and many companies use it to communicate with customers and prospects. But none worked as well as an unexpected tweet the author received from Popeyes Chicken. It actually made him laugh. In fact, he enjoyed that tweet so much he replied to it. All of this emanated from one short, well-placed tweet. But the real payoff came the next day, as he found himself unexpectedly headed to Popeyes.
CONNECT BY BRENT LEARY The Tweet Is Mightier than the Sword So speak softly and carry just 140 characters C A N YO U imagine Edward Bulwer-Lytton’s they feel a stronger connection with companies that do. reaction to Twitter? Credited with the phrase Twitter’s rise has been dramatic, and many companies “the pen is mightier than the sword” in 1839, use it to communicate with customers and prospects. he might have chosen a different metaphor if But none worked as well (or tasted as good) as an unex- he’d lived long enough to see what you could do in Twitter’s pected tweet I received from Popeyes Chicken. microblogging microverse with 140 charac- I was twittering with CRMA president ters. And who those characters can Michael Thomas and the subject of reach. And how far they can travel. biscuits came up. We riffed on This isn’t Ed’s world. In fact, the theme for a time, ending it’s not even the one we had with Michael proclaiming just a few years ago. And if his love for them. your CRM strategy was Then, out of the blue, I developed before Twitter, got a tweet from someone Facebook, and YouTube going by the handle @Pop- came to town, it’s time to up- eyesChicken, testifying to Mi- grade: We’re living in the age of chael being a “biscuit fanatic”… social CRM. and that he could really wolf them Social CRM is not a substitute for tradi- down. (The “@” sign denotes a twitterer’s tional CRM. Instead, what emerges is a new, outward- handle. Unless you specifically choose to make a partic- facing dimension that extends the operational areas of ular message private, it’s completely open for anyone to CRM. That new dimension is inevitably more successful if read—and there are Web- and desktop-based applica- you’re building off a strong foundation in traditional CRM. tions that enable the tracking of a given word or phrase.) Social CRM is about joining conversations between I wasn’t expecting @PopeyesChicken’s tweet—I’d thought customers and prospects while resisting the urge to con- I was in a
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