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Salesforce.com the maker of the popular web-based CRM system recently announced the support and integration of Twitter into its platform via its Force.com App exchange. Salesforce previously had already supported integration with Facebook and is moving fast to integrate with data from the social web. What does this announcement mean for the future of social CRM?

Social CRM currently is a moving target and really the term “social CRM” does not properly address the business issues and implications of the situation, but like the term “social media” it had to be adopted for conversation purposes. When it comes to CRM software many issues are becoming hot topics. When we talk about social CRM, I believe we are really talking about the next generation of CRM software, but more importantly the next generation of sales and engagement.

The correct CRM system should amplify the skills of great sales people. The problem with today’s CRM solutions, stems from the wide variety of vendors and custom developed systems. Many companies have invested a great deal of time and money developing their own proprietary CRM system. The issue with this is scale.

Any CRM system of the future needs to be able to:

1. Be accessed from any computer or mobile device
2. Needs to integrate with real-time data provided through online platforms, for which Facebook and Twitter are only the beginning.
3. Must facilitate online, phone or in-person engagement from within the platform.
4. Needs to be backed with support to manage and update databases to help ensure the most accurate information

Cloud storage and computing can help address some of these problems, but the greater issue is that businesses need to be focused on the future needs of their CRM system. The data provide by any CRM system truly makes an impact when it provides relevance between a customer and a business. To ignore important sources of relevant data and to not scale a system for future use, means running the risk of losing touch with customers.

[via] Kipp Bodnar