The author of the famous book dedicated to CRM turns to all social application developers.
“A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”
That is what Paul Greenberg states, and the main definition still goes about the manifestation of the CRM idea in your business. It’s generally not the form of technology but the real solution that can go had to hand with your business in a form of social software application. Here the customized approach is generally offered, so you are free to choose the way of how to interact with the customers. The ways of how the various types of business work are not the same. Sometimes one business can appear to be the competitor to another.
Small business and CRM: Smaller, Faster and Better.
According to the main SCRM scenario, the conversation plays the main role. Here are the main types of conversations like one-to-many (the clear examples can be found in social web applications like Facebook), one-to-one-to-many (the talk occurs between two main persons, still the conversation is seen by the others), and finally one-to-one (usually starts as the public discussion, but fazes to the private site or channel). The conversation might be started by anyone, the customer, the user, the businessman etc.