Social CRM: Balanced Scorecard

I had previously written a post on SOCIAL CRM explaining what SOCIAL CRM is all about. Today, I will be sharing on what actually SOCIAL CRM means to companies and how should they percieve about it. While recently reading “The world is flat” blog, I bumped into “Balanced Scorecard for SOCIAL CRM” which I thought to share with you all.

From a financial perspective, how about measuring the profit through Improved Lead Management by listening to customer conversations, reminds me of “Tweets, Retweets” concept. Capturing the conversation happening between the organization and the customer in a system helps in better understanding and catering to their needs. A proper history/track of conversation is definitely a better way from turning lead-prospect, converting to an opportunity and then grabbing it.

The simple example of DELL India catering their customers in Twitters, listening to their problems, giving them solution…how about all those information flowing into SOCIAL CRM, the point being here the customer are not individuals but organizations.

There is always a fear among the sales force of losing their clients to other sales people in the same organization because of the targets and other factors but then there is a loss of information which happens in the process because of the fear. If I as a salesperson approach some customer and some conversation happen between me and him which I think can help other sales people who are targeting similar clients, why not share it with them and what better than a SOCIAL CRM which can help in the process ensuring free flow of ideas/discussions to others sales force. SOCIAL CRM can act as an incredible tool in forming an association among sales force and a platform for them to innovate and discuss ways which can help to improve and peform better.

And, when customer behaviour/conversation/insight is tracked, then definitely it guarantees a higher satisfaction among customers and that in turns ensures customer loyalty and retention.

Balanced Scorecard

Financial: Improved Lead Management, Improved Brand Image,Higher Cross/Upsell, Higher Profitability


Internal Business Processes: Innovation via Employee Ideas,Internal Social CRM enablement,Technology enablement

Customer:Higher satisfaction and retention,High service quality, high loyalty

Learning and Growth:Targeted Products, High Innovation (both made possible due to customer behaviour and insight)