SugarCRM, the company behind the most intuitive, flexible and open Customer Relationship Management (CRM) system available, released version 6.2.1 of their product suite on July 15, 2011 to much anticipation and relief. While the company released the highly anticipated version 6.2.0 earlier this year, it came with a great deal of anguish for customers upgrading from previous versions and many others were advised to avoid the 6.2.0 release in favour of the impending 6.2.1 revision, which would have the upgrade issues resolved.
What is Social CRM
Let’s first recap what “Social CRM” is, as it is a very loose term and can be interpreted in many, many ways. Social CRM, as with any CRM, is an activity. CRM system vendors provide tools to help people perform this activity. The same can be said for Social CRM. Social CRM however, is an outward-in approach to customer relations rather than the traditional inward-out view. Social CRM looks at a customer or prospect and how that person interacts with their social and professional networks both online and offline, their influence and influencers. The goal of Social CRM is to better understand the customer and what influences their decisions and habits. With this, you can evolve from a standardized interaction methodology to one which is all about the customer, and on their terms. Once the customer is fully understood, you are in a much better position to close deals.