Public Relations & Social Marketing Insight

CRM software tools have a wide variety of features, including Salesforce automation, marketing automation, customer support, reporting and analytics, mobile and social, platform, and integration. The Salesforce automation feature category garnered some of the highest ratings across the board, with contact and account management receiving the highest average satisfaction score of 86 percent. The platform feature category had comparable ratings, with scores spanning from 77 percent to 85 percent.

Across the board, customer service was king as products with the best customer service faired better in other satisfaction categories as well, and poor customer service tainted reviewers’ entire sentiment about a product. Reviewers often demanded quicker response times, around the clock support, better educational materials and optimization ideas from their software providers.

Key findings also revealed that mobile and social features need improved functionality. Within the mobile and social feature category, mobile user support, social collaboration features and social network integration were all rated at 72 percent, the lowest rated features across all product feature categories....

Half a billion tweets are now published on Twitter each and every day, and a huge percentage of these messages are from customers interacting with brands, and vice versa.

Accordingly, social media is transforming customer relationship management (CRM), and consumers expect results: one in four Facebook and Twitter users think that companies should reply to their complaints on social media within one hour, and two-thirds expect a same-day response....