Paul Greenberg presented on Social CRM at the Dutch annual CRM award. I like to share the key note speech of Paul Greenberg. He presented very interesting cases of Karmaloop, Procter & Gamble and KLM on the impact of social CRM to their business. A fantastic speech!

Paul Greenberg, author of the "CRM at the Speed of Light" presented the power of Social CRM. The definition of social CRM according Paul Greenberg is:

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Especially the last sentence is, to my opinion very important: the consumer becomes the owner of the conversation, the company responds instead of initiates. Another important statement is that the consumer will be an extension of the organization. If the organization is capable of creating an experience and delivers, the customer will become an advocate. Greenberg states that a company can only achieve this by being transparent and authentic.

In fact is is quite straight forward: a company that focuses on honest en high quality products and services will be rewarded by satisfied customers and they will become advocates. Greenberg states that 14% of the consumers have faith in commercials, 90% trust their peer groups.

In "The New Marketing Model" Greenberg states that brands are not created by communication but by trust and reputation. As an example cases of Karmaloop, P&G and KLM are added to his slides. I had a wonderful evening and a very interesting conversation with Paul om B2B marketing. Thanks!

More to read at the weblog of Paul Greenberg

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