So an insurance company is out ahead of the pack with social networking. What's the next act? I recently explored the next stage of social networking with Karlyn Carnahan, principal with Novarica while preparing Insurance Networking News' latest report on social customer relationship management (CRM).
Social CRM – which takes typical CRM, an internally generated and maintained collection of knowledge about customers and their interactions with a company, and digitizes information streaming in from the virtual communities – is still in the early stages of the industry, Carnahan points out. However, the carriers that are farthest along in social CRM are likely already immersing themselves in Social CRM, she adds. One flows naturally from the other, she says. “Social CRM is a fancy nickname for a strategy that says 'when we're doing social media, we need to integrate our learnings and our social media conversations with other customer relationship management strategies.”
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