Social CRM

Last week, Salesforce.com acquired Radian6 for approximately $326M in their quest to extend CRM into social networks. Radian6 is a social monitoring tool used by 2,400 brands -- its one of the more popular commercial tools out there. In the last few months, Salesforce.com has acquired two other companies, DimDim and Heroku. These three acquisitions make it clear that Salesforce.com believes social media, and Facebook in particular, is a critical aspect of CRM.

As my friend Tim Jones, CEO of Buzzient, likes to say, "The most important things said about you are when you aren't in the room." It makes sense for businesses, retailers included, to listen to what customers are saying. To that end, Buzzient has been integrated into Oracle CRM OnDemand for a while now. Take a look at this demonstration:

And of course Oracle Retail has been working with Buzzient as well. We think Buzzient's approach to mining social data is a great way for retailers to stay in tune with their customers.

Comments:

This is so very cool! Relenta CRM has similar integration of social into CRM (along with email). Social network messaging is interspersed with each customer's activity stream and can be handled/shared/delegated without having to switch between browser windows.

http://blog.relenta.com/social-crm-in-action

"The most important things said about you are when you aren't in the room."

This is a brilliant quote :)

Posted by Dan D. on April 05, 2011 at 05:17 PM CDT #

Impressive.. I guess the code of success is fast becoming 1984..the all pervasive big brother (retailer) is watching the customer whatever they do..however, on a serious note, the only challenge i see here is the proper management of data and information generated. As most of the info and data will be qualitative in nature, as the volume will grow, the personlization is bound to come down, which is of primary essence. But despite all the challenges this is really good...

Posted by Ashish Keshri on April 05, 2011 at 09:29 PM CDT #

Yes, I have seen this demonstartion video. Definitely Oracle is in right direction :)

I believe the acquisition of Radian 6 by SFDC further justifies that Social CRM is here to stay and I am hopeful that in the time to come this will be a as-is for any business who aims to be truly customer-centric.

Posted by Nishith Gupta on April 14, 2011 at 11:39 PM CDT #

Dan, the quote is brilliant and so is Tim Jones!

Posted by David Dorf on April 15, 2011 at 01:54 AM CDT #

Post a Comment:
  • HTML Syntax: NOT allowed
About


David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


Industry Connect


Stay Connected
Blogroll

Search

Archives
« April 2014
SunMonTueWedThuFriSat
  
1
2
3
4
5
6
8
9
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today