Microsoft Primes Dynamics CRM for Social Engagement
Updates to the company's CRM platform help businesses graduate from Social Listening to full-blown engagement, setting the stage for social CRM.Building on last year's release of Social Listening, a suite of social sentiment and analytics capabilities for Dynamics CRM, the company is rolling out Microsoft Social Engagement this week. Social Listening is based on NetBreeze social analytics application technology, which Microsoft acquired in 2013. "The new name is more than just a branding change," Bob Stutz, corporate vice president of Microsoft Dynamics CRM, said in an April 24 announcement. "It reflects a completely reimagined user experience for companies, extending beyond social listening and sentiment analysis to offering true social engagement." When it comes to incorporating social media outlets into marketing and customer service initiatives, business must do more than just listen, suggested Stutz. That is, if they're listening at all. Citing data from Satmetrix, a customer experience management specialist, Stutz said 39 percent of companies don't track customer discussions pertaining to their brand and 55 percent simply ignore customer feedback on Twitter and Facebook. "A single bad post or tweet that is not managed can significantly and permanently impact a company's brand and reputation," Stutz said.
This week's release of Microsoft Social Engagement includes new enhancements that enable businesses to more seamlessly integrate Twitter and Facebook into their CRM activities. Organizations can now add authenticated social accounts, setting the stage for a more seamless social media experience for users.