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To meet the growing demand for social CRM, RightNow positions itself as a provider of "customer experience management" solutions, a term the company prefers to use, said John Kembel, vice president of social solutions. "That’s a bit more customer-focused." RightNow CX, the customer experience suite, helps businesses use social media to maintain that customer focus.
The shift from traditional CRM to social media is creating a new paradigm for customer interaction, and Salesforce.com offers cloud-based solutions to help companies meet this new challenge, Scott Holden, senior director of product marketing at Salesforce.com, told CRM Buyer.
One of the biggest changes companies are wrangling with is the concept of transparency. "It’s more transparent," Holden said. "We’re creating a transparent world."
With its social software platform Mzinga OmniSocial, Mzinga’s goal is to deliver a role-based application with CRM capability that a company can then repurpose to collect information from its customers. Rather than concentrating on traditional CRM, Mzinga focuses on the enterprise network side to help companies create a collaborative environment.
With the advent of social media, customers have found new ways to connect with each other and discuss their customer service experiences. Referring to these types of social customers as "superfans," Lithium helps companies turn them into advocates for their products and services.
Fast-growing Jive Software offers businesses an extensible social business solution that integrates social networking, collaboration software, community software and social media monitoring across the entire enterprise. The company recently bolstered its board of directors with a number of executives from high-profile tech companies including McAfee, Facebook and Google.