Understanding what customers value, especially when they are in the unique environment of a social platform, is a critical first step toward building a Social CRM strategy. Getting closer to customers is a top priority for CEOs. Today’s businesses are fervently building social media programs to do just this. But are customers as enthusiastic? To successfully exploit the potential of social media, companies need to design experiences that deliver tangible value in return for customers’ time, attention, endorsement and data. This whitepaper details the critical first steps toward building a Social CRM strategy.

What triggers a customer to seek out a company or brand via social media? What would make a customer reluctant to interact? And does
social engagement influence customers' feelings of loyalty toward a company as businesses hope it does?

To find out, the IBM Institute for Business Value surveyed more than 1,000 consumers worldwide to understand who is using social media, what sites they frequent and what drives them to engage with companies. We also asked 350 executives to tell us why they think customers are interacting with their organizations.

Click here to download the whitepaper, From Social Media to Social CRM: What Customers Want.

What we discovered may come as a surprise to those companies that assume consumers are seeking them out to feel connected to their brand. In fact, consumers are far more interested in obtaining tangible value, suggesting businesses may be confusing their own desire for customer intimacy with consumers' motivations for engaging.

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