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Pipedrive
Pipedrive
Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action invol...Read more about Pipedrive
Zoho CRM
Zoho CRM
Zoho CRM is a cloud-based business management platform that caters to businesses of all sizes. It offers sales and marketing automation tools with helpdesk, analytics and customer support functions. Zoho CRM helps users respo...Read more about Zoho CRM
Oracle CRM On Demand
Oracle CRM On Demand
Oracle CRM On Demand is a cloud-based suite containing integrated, business applications that enable organizations to make decisions and manage costs of operations. The suite includes customer relationship management (CRM) solutio...Read more about Oracle CRM On Demand
Zendesk Suite
Zendesk Suite
Zendesk is a cloud-based help desk management solution offering customizable tools to build customer service portal, knowledge base and online communities. The solution offers a customizable front-end portal, live chat features an...Read more about Zendesk Suite
Salesforce Sales Cloud
Salesforce Sales Cloud
Grow your revenue and profits with intelligent sales automation with Sales Cloud. Help every rep be more efficient. Close more deals. Collect cash faster. Boost growth and profit with intelligent automation and integrated tools fr...Read more about Salesforce Sales Cloud
Insightly
Insightly
Insightly is the modern, affordable CRM that teams love. It’s easy to use, simple to customize, and scales with companies as they grow, solving common pain points that legacy CRMs can't. Insightly helps teams build and convert sal...Read more about Insightly
Kommo
Kommo
Kommo is a multifunctional CRM that excels at taking the conversation with your customers to the next level. With messengers, the connection is personal. All major messenger platforms are supported. You can create your own chatbot...Read more about Kommo
Nimble
Nimble
Nimble offers browser widget and mobile-based sales force automation and social CRM solution for small and midsize businesses. The solution automatically populates customer profiles and interaction histories from contact lists, em...Read more about Nimble
Infor CRM
Infor CRM
Formerly Saleslogix, Infor CRM offers a flexible customer relationship management (CRM) system for managing relationships, information and CRM. It provides comprehensive capabilities for managing sales, marketing and customer serv...Read more about Infor CRM
Zurmo
Zurmo
Zurmo is a customizable open-source customer relationship management (CRM) system for small businesses. It features applications for contact management, sales force automation and marketing automation. The solution enables users t...Read more about Zurmo
Batchbook
Batchbook
Batchbook is a cloud-based social customer relationship management (CRM) system that enables small and midsize businesses (SMBs) to create and manage customer records. It provides customizable fields that can be used to fill custo...Read more about Batchbook
CRMnext
CRMnext
CRMnext is a cloud-based customer relationship management (CRM) solution that helps businesses manage customer-related processes, from lead capture to post-sale. Key features include marketing solutions, process management, analyt...Read more about CRMnext
Relenta
Relenta
Relenta is an email-based customer relationship management solution suitable for small and mid-sized companies. It helps businesses in email management, contact management, sales automation and providing a shared calendar. Re...Read more about Relenta
SalesSeek
SalesSeek
SalesSeek is a cloud-based customer relationship management (CRM) solution suitable for small, midsize and large enterprises. Primary features include sales funnel management, contact management, marketing automation, email market...Read more about SalesSeek
Highrise
Highrise
Highrise is a CRM solution for small businesses with contact and task management functionality. The software allows users to track communication with clients so that teams can view the status of deals and relationships. Contacts c...Read more about Highrise
Sprinklr
Sprinklr
Sprinklr is a cloud-based customer experience management solution designed for businesses of all sizes. It offers social experience core, content marketing, social media management, paid advertising, website management (first-part...Read more about Sprinklr
RAYNET CRM
RAYNET CRM
Simplify your CRM. All contacts, deals, your calendar, your sales pipeline analysis –? all in one place. Perfectly organized data that simplify your work and give you a thorough overview of your business. RAYNET CRM helps your ...Read more about RAYNET CRM
SugarCRM
SugarCRM
SugarCRM is a Customer Relationship Management (CRM) platform, expertly crafted to enhance interactions with prospects and customers while accelerating sales success. Renowned for its cost-effectiveness, this potent solution enabl...Read more about SugarCRM
Shape
Shape
Shape's cloud-based solution offers tools designed to manage online marketing and promotions, capture leads from online sources, organize sales pipelines, connect with customers and automate everyday tasks. Shape is suitable for b...Read more about Shape
Re:amaze
Re:amaze
Reamaze is a cloud-based help desk and customer messaging solution that helps businesses support, engage and convert customers using a single app. It’s suitable for businesses across industries such as higher education, retail, fo...Read more about Re:amaze
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Buyers Guide
Last Updated: March 16, 2023Social media provides businesses with an unprecedented level of access to their customers. And with Facebook, Twitter, LinkedIn and others only growing in popularity, most businesses now recognize the value of engaging people through these platforms. This may involve prospecting (using paid ads or relevant content to attract new customers or business partners), recruiting new employees, announcing new products or sales or responding to customer satisfaction issues in a public forum.
But a trend that’s even more new is integration between these platforms and customer relationship management (CRM). As critical as CRM is to a company’s sales and customer service experience, businesses that fail to integrate this with their social media marketing will soon find themselves behind the curve.
This guide is designed to help buyers in the very new market of social CRM software identify the capabilities they’ll need and make the right decision. Here’s what we’ll cover:
What Is Social CRM Software?
Social CRM involves the integration between customer relationship management software and social media tools like Facebook, Twitter, LinkedIn or others. At the heart of it is an ability to manage the large number and range of interactions for which a business might want to use social media. To that end, features often include:
There are a number of programs that scour the Web or particular social media platforms to find instances of your brand name being mentioned or references to problems that your product solves. Depending on your strategy and the other capabilities of the social analytics software you choose, this could be delivered to you with custom analytics (that, for example, mine for customer sentiment rather than social interaction) or be distributed in a way that allows you to respond appropriately. | |
Social media platforms and communities | Social media community functionality helps businesses build and develop their strategy on social media platforms, cultivate followers, and maintain memberships. The tools found in social CRM software automate administrative processes and provide businesses with actionable data on metrics and trends such as site activity and user engagement. |
Automated responses | Some solutions provide a way to respond automatically to social media cues, allowing you to retweet messages or provide stock responses to commonly asked questions with a minimum of personnel time. |
Internal collaboration | For companies with multiple people responding to messages, the system needs to be able to route messages to the appropriate person within the organization, and/or to open and close customer service issues that come through this channel. |
Marketing integration | The ability to organize new followers into demographics allows for much more efficient sales and marketing tactics. This application category would also include the ability to monitor sharing/subscription statistics on emails and blogs. |
Contact management | If your strategy requires translating followers into contactable leads, integration with other contact management tools will be a vital part of your social solution. |
The benefits of social media CRM should be obvious: it allows you to track and manage data at unprecedented levels of detail, giving you the opportunity to engage your customers in ways you never would have been able to before. It’s worth noting, however, that social CRM is about much more than the software solution itself. For most companies the benefits will only be realized with a well-conceived customer relationship management program already in place. Otherwise, you run the risk of coming across like a five-year-old driving a Ferrari—very flashy, but without the ability to drive your company where it needs to go.
What Type of Buyer Are You?
The entry cost for social CRM tools has never been lower. Many programs offer a free solution for smaller users, and in a field that’s leading the software industry in terms of Web-based solutions, up-front costs are often nil.
That being said, there are some differences in buyers. The two main types are:
Enterprise buyers. If you’ve invested in or are considering a company-wide CRM product with contact management, marketing automation and/or help desk management or if you’re looking for additional industry-specific software (e.g., field service management, contract management etc.), then seamless integration is likely more important than specific features. For this, you’ll want a CRM product with social capabilities, rather than something with a dedicated focus in the social media space.
Best-of-breed buyers. As a rule, smaller businesses tend to be less focused on enterprise-wide application and more focused on maximum effectiveness at particular activities. If this is the case, focus on the features as you make your purchasing decisions. Many social media management tools straddle the space between social media and CRM, so concentrating on the functions you need can yield you a product that delivers exceptional functionality for a very reasonable outlay.
Market Trends to Understand
As you do a comparison of the best social customer relationship management software for your needs, keep these trends in mind. How your vendor fits with these trends could have a big impact on their viability.
All CRM is social. Given how essential this functionality is going to be in the future, it’s possible that almost every CRM product is going to offer social capabilities within the next few years. The only question is the focus, how it fits in with your company and what its features are compared to the other tools on the market.
Free software. Social media as a category is really leading the way in terms of free ad-funded products, and social CRM is no exception. The more features you need, the more likely you’ll have to upgrade to a pro subscription, but for basic CRM tools there’s a chance you may be able to find a free solution.
Platform as a Service (PaaS). An outgrowth of Software as a Service, PaaS allows organizations to develop apps in the cloud. As social CRM continues to grow, expect PaaS-based apps to grow with it.