Social Integration Tops CRM Users' Wish Lists - eMarketer

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Social Integration Tops CRM Users' Wish Lists

Social media tools are the most in-demand CRM software features

August 12, 2015

eMarketer estimates that there will be 180.3 million US social network users this year, meaning that nearly seven in 10 internet users and 56.1% of the country’s population will use a social network site via any device at least once per month. High social media usage presents marketers with a bounty of consumer data, and managing this is top of mind for those using customer relationship management (CRM) tools, recent research finds.

Most Desired CRM Software Features According to US CRM Users, June 2015 (% of respondents)

Among the US CRM users polled by business software solution provider Capterra in June 2015, social media tools were the most in-demand CRM software features. When asked which features they desired most in CRM tools, 25% of respondents cited social media monitoring options, and 24% wanted their CRM software to pull in information from contacts’ social media profiles.

Despite the privacy of some social media information, the study noted that many CRM tools are able to pull in data, pictures and links from profiles based on email addresses. And due to demand for these features, many solutions have started to label themselves specifically as “social CRM.”

Capterra found that the largest group of respondents using CRM came from the retail industry (18%), and other research supports the notion that social CRM integration is growing among retailers.

According to Econsultancy and ResponseTap polling in March 2015, 31% of agency professionals worldwide used social CRM data to inform an understanding of the customer journey, as did 29% of client-side marketers—far below the leading data sources. The study noted that social CRM could “provide the most unadulterated feedback available” and suggested companies weren’t making enough of this opportunity, whether alone or in the context of information from other data sources.


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