Actionable Social CRM Data! Radian6 Introduces The “Social Phone”

By now, those familiar with the CRM industry and trends (as well as those searching for the right CRM platform) know that the ability to mine social media data is critical. However, information that comes from social networks is largely unfiltered, and no matter how many social media advocates shout their messages of adoption, adding social media and CRM can appear to create a whole lot of noise. Of course, there are a number of CRM providers that know how to do Social CRM properly, and Radian6 is taking Social CRM a step further. The social media monitoring company, announced plans for a “social phone this month—a service that could seriously bridge the gap between useful social network data and CRM processes.

Radian6’s new product has been dubbed the “Engagement Console,” and is a top-notch method for delivering prompt customer service—before an issue is formallRadian6’s new product has been dubbed the “Engagement Console,” and is a top-notch method for delivering prompt customer service—before an issue is formally filed. It helps users capture conversations, and uses that data in an actionable way. For example, if an unsatisfied customer takes to Twitter to vent their frustrations with a particular product or brand, that company will be notified of the complaint, and can address the problem immediately and directly. The Engagement Console also allows Radian6 users to see (in real-time) who is responding to comments about their brand or service, increasing the opportunities for damage control.

Engagement Console is currently in beta, but it’s going to make a serious impact on Social CRM with its general release to be sure. The social phone’s other key features include the ability to classify and tag consumer posts, analyze sentiment and social media metrics, and view user profiles to understand online presence. For those companies weighing their Social CRM options, this one will undoubtedly be very attractive.

The Radian6 platform integrates with web analytics, and is also currently integrative with Salesforce.com CRM. It’ll be interesting to see if Radian6 develops similar partnerships, or if a CRM provider snatches them up and incorporates their technology into their own CRM platform. The one thing that is sure: any product that filters social media data like the Engagement Console does will be a Social CRM mainstay, no matter what trajectory the company takes.

Note: for those interested in finding the right Social CRM software, check out Business-Software.com’s Top Social CRM Vendors Report.

Tags: customer service, Radian6 Engagement Console, Radian6 Social Phone, Social CRM