According to a recent IBM report entitled From Social Media to Social CRM, What Customers Want, this fact is going to come as a surprise to many businesses. Check out the graphic below:
There is an insightful commentary on the findings from Mitch Lieberman here (he’s responsible for the title of this post) where he concludes:
“I am not going to go retro and start defining Social CRM, been there, done that! I am going to suggest that you need to start thinking like a customer, outside-in, not inside out. It is not about control of the conversation, it is about mutually beneficial value. A fair exchange.”
What Mitch is suggesting is that businesses need to start with what consumers really value and work backwards from there to ensure that the social engagement experiences they are creating are working towards those ends; social engagement isn’t an end in and of itself for the company or the customer.