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Why social CRM will grow

Bolting the social web to back-end CRM systems helps you sharpen your marketing spearhead and prioritize your back-end marketing efforts.

As the benefits of connecting to the social web in structured and systematic ways grow, more companies and organizations will make more connections between the social web front-end and the CRM back-end.

They will make larger investments in (and gain more returns from) assigning triggers to key words and conversations taken from the social web and mapping these to the right type of response delivered in a timely manner through the right channel.

We will also see greater discipline in measuring ROI based on customer interactions across channels and attribution to the final sale/customer spend.

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Alan Smith: is Head of Customer Engagement at DIGIVIZER.