Social Media Can Drive the B2B-CRM Connection
- July 23rd, 2014
- By: Scott Robinson
The role of social media in B2B relationships has been vague at best as it has taken root, surfacing primarily as an external influence to supply chain operations. Primarily, social media can affect consumer demand, which in turn impacts the entire supply chain.
But a more tangible effect and connection exist between social media and CRM. Social media has taken its place as a CRM driver in the past few years, and when exploited can lead to higher customer satisfaction – which leads to more frequent purchasing, also a supply-chain-global effect. Predictive analytics, fast becoming ubiquitous in supply chain planning, rely deeply upon CRM, strengthening the connection between social media and B2B.
How can supply chain managers take the initiative, and employ social media more directly? By leveraging social media’s impact on consumer demand through social media monitoring tools, and using the data for assortment planning.