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CDC Makes Tapping into Social Media Easier with New CDC Pivotal Social CRM

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June 22, 2010

CDC Makes Tapping into Social Media Easier with New CDC Pivotal Social CRM

By Brendan B. Read, Senior Contributing Editor

Social media sites are buzzing with traffic, all of which contain an ever-richer array of data for lead generation/qualification, sales and customer service. It is not enough anymore to tap them with tracking and gathering tools though. These solutions need to migrate to the next level with functionalities that make them more efficient and effective.

CDC Software (News - Alert) has appeared to have done just that with the CDC Pivotal Social CRM 6.0. This is a new application enabling integration with today's popular social media sites so enterprises can better identify qualified leads, gather sales intelligence through increased collaboration with customers, develop effective sales campaigns, help close more deals, and ultimately, improve customer service.
CDC Pivotal Social CRM 6.0 is a new module that integrates with Facebook, Google (News - Alert) BlogSearch, InsideView, LinkedIn, and Twitter. Unlike other social media CRM systems, says CDC, CDC Pivotal Social CRM allows users to view the social media information from different areas of the Pivotal CRM solution without having to leave the application and in the context at which they need to view information from social media. In contrast, typical CRM social media systems display the social media information outside the CRM application workflow.
In addition, with CDC Pivotal Social CRM 6.0 users can uniquely see their CRM accounts' social updates in one place. For example, with one click, a form will open giving a list of updates done by all of the user's contacts. Other products generally require users to manually follow or add each account into a tool or portal to see this same information.
Another distinctive differentiator compared to other social media systems is that CDC Pivotal Social CRM allows users to post messages and communications to Twitter, LinkedIn and Facebook (News - Alert) at once, while tracking them in the CRM system in order to understand ROI from social media campaigns and communications.
CDC Pivotal Social CRM 6.0 also allows users to easily connect with customers. For example, account managers can simply click once to send an e-mail to all their accounts with the links to their social profiles. When the recipient gets the e-mail, they just click on it, and that automatically takes them to the appropriate social site page where they can sign up to be friends with the account manager or organization. This saves the account manager time from manually searching for each and every contact on the social media site.
CDC Pivotal Social CRM 6.0 translates social media updates into "CRM actions", for example on Twitter each tweet by a company's account can generate a CRM action. From the tweet, a company can choose to generate a new lead, assign a task to someone, generate a support incident, or just create a social media update for someone else to handle.
Some of the other key features in the CDC Pivotal product include:
  • Ability to reach quickly and easily into a company's complete social network in one step that dramatically reduces the time required to coordinate messages across multiple channels. With CDC Pivotal Social CRM, companies can improve collaboration with customers by enabling them to broadcast corporate messages and announcements to LinkedIn, Facebook and Twitter followers in one step from within the CRM system 
  • Track each account's online presence in Facebook, Twitter, LinkedIn, blogs and InsideView profiles
  •  Manage corporate and other events using Facebook event management
  • Track what each account is saying on the social network and the responses taken by employees to manage these updates and message. In the case of reports of customer issues, this feature helps companies take appropriate action to ensure customer satisfaction
  •  Identify relationships between a company's prospects and current customers or data mine relationships between a company's social network and a CEO of a prospect company
"CDC Pivotal Social CRM will help businesses create a more collaborative online partnership with their customers [that] can help improve their overall business performance," said Jason Rushforth, president of CDC Software's Front Office product line business. "Our new solution can also help our customers find new sources for high quality leads, provide key sales intelligence to help personalize and target sales marketing programs, facilitate the closing of more deals and ultimately help them deliver better customer service. Notably, we have also developed CDC Pivotal Social CRM with many unique features not found in other competing systems, which can save organizations significant time and effort in forming their vibrant and effective customer community relationships."

Brendan B. Read is TMCnet's Senior Contributing Editor. To read more of Brendan's articles, please visit his columnist page.

Edited by Alice Straight

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