Social CRM Adoption Slow but Adopters Enjoy Advantage

by Jim Berkowitz on January 18, 2011

Here are several excerpts from an article by Brendan B. Reed about a recent social CRM study conducted by SugarCRM, Social CRM Adoption Slow but Adopters Enjoy Advantage:

A new study by SugarCRM, the 2010 Social CRM Survey reveals that less than one-third of firms have incorporated social network outreach into their CRM systems. Yet, companies, which are reaching out to social customers, have obtained a competitive advantage in the market. And success breeds success, with many firms planning to follow the lead of others.

The survey also predicts that 2011 will bring much change to the CRM market; virtually all of the respondents agreed that over the course of the year they planned to integrate their customers’ social networking information into their existing CRM data. While nearly half stated that having social CRM capabilities would impact their decision-making when purchasing their company’s next CRM system, “it’s clear that social CRM will become a staple in the market by 2012,” said SugarCRM.

Here is a summary of the results…

  • Only 26 percent said they currently integrate their customers’ social networking information with their existing CRM data
  • Yet 50 percent said yes, social networks have helped their business become more successful in the last 12 months
  • 72 percent said they plan to integrate their customers’ social networking information into their existing CRM data in the next three months sometime within the next year.

While social media/the social channel is often regarded as a B2C medium, 42 percent of respondents cited LinkedIn, a popular B2B site, is where they most often interact with or research customers and prospects. Meanwhile 32 percent listed Facebook and 14 percent listed Twitter.


Nick Stamoulis January 21, 2011 at 11:21 am

Social media is a powerful marketing tool that should be implemented into a CRM system. Social media is where the consumers are and it’s where to reach them with your message. Not incorporating that info into your CRM data is a mistake.

Tihomir Petrov January 24, 2011 at 12:27 am

I am very surprised from the only 26% who integrate SM with CRM but in my opinion this will change and increase over the time, I mean the %!

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