CRM. Customer Relationship Management. It is all about relations. An relations are all about communication and collaboration between people – between sales rep and customer.
So why are all traditional CRM systems mostly focusing on tracking and documenting activities, emails, orders and invoices between the seller and the buyer? When we know that it is the collaboration between them that makes the process!!
CRM should focus on making it easier for the sales rep and the customer to collaborate and communicate. CRM should be the stuff that glue the two parts together. That is why CRM should be social and focus on the people – connecting them.
Let us have a look on what Social CRM could become with the help of IBM Connections.