Social CRM: Not a Cure for Customer Compliants

August 5, 2010
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Salesforce CRM execs are likely celebrating this week as they gained a shiny new customer- Facebook.   Word on the street is that the social networking giant recently ranked the second lowest score (underperformed only by Myspace) on a customer satisfaction survey conducted by ForeSee Results.

Salesforce CRM execs are likely celebrating this week as they gained a shiny new customer- Facebook.   Word on the street is that the social networking giant recently ranked the second lowest score (underperformed only by Myspace) on a customer satisfaction survey conducted by ForeSee Results.

Great news for Salesforce… but will this be the cure for Facebook’s consumer unsatisfaction woes?  Not likely.  A CRM system (even Salesforce, the Cadillac of CRMs) can only help to monitor and report customer feedback.   It’s what you choose to do with that feedback that makes a difference with your customers. 

As with the case of many IT spending mishaps, shelling out thousands of dollars on new software does alone not a problem solve.   The only cure for Facebook’s unsatisfactory feedback ratings is to address their complaints on privacy, disclosure, etc and heed their customer’s advice.

 

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