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Last week i had the opportunity to facilitate a workshop on developing a social customer care strategy at the annual conference for SOCAP the association for customer care professionals. Many of the conversations took me back to a past life where I worked on a reservations knowledge management solution for a large air line.

A key dilemma customer care professionals face is that good service and bad service generate word of mouth. It just spreads farther and faster via social channels. To illustrate this point i ran a quick report. On one extreme I used “awesome customer service” and on the other “customer service sucks”. As you can see it was nearly split down the middle.

So what does this mean. Well according to Forrester “good customer service experiences boost repurchase probability and long-term loyalty,” while bad experiences lead to defections and negative word of mouth.

To make the conversation a little more lively and get a pulse of the room we did a real time poll. “Who should own the social media strategy”.

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We have been hearing a lot about the idea of Social CRM or sCRM as the next big wave in the customer relationship lifecycle. As more and more of us move our interactions not only with each other, but with brands to the online arena, many brands are scrambling to put in place the people and processes required to engage with today’s social customer.

I recently read that the social customer is the one who owns the relationship, and that it is the job of the brand to earn the customer’s trust. While this may not seem like a far departure from traditional customer relationship management (CRM), the process of managing, massaging and nurturing these relationships has shifted dramatically.

So what is Social CRM and how does it differ from Traditional CRM?

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