Social CRM is defined as the business strategy of engaging customers through Social Media with goal of building trust and brand loyalty. Loyalty being attitude towards a brand that inclines a customer to repurchase it or recommend it to others (see my earlier post on Social CRM)
Social CRM and Social Media are more about building trust and managing loyalty with customers. This fact is well illustrated in Lion brand Social Media conversion case study. On slide #7 note that Social Media users are 83% more likely to be very brand loyal than people who don’t use Social Media. This indicates that if marketers engage customers using social media, they can build a loyal relationship based on trust – biggest asset for any brand.