The one thing that everybody wants to know about, and wants to talk about, is ROI. How will I know that I am receiving an adequate return on my investment? I am one of these people myself. Yet, quantifying the actual ROI of SCRM can be elusive, and it is dependent on a number of factors:
To what degree is your SCRM effectively being utilized?
What do you know about your current statistics—those performance areas that you are hoping to improve upon?
How will you track your results and what kind of results do you need to consider?
You will need to weigh your investment of time and money against these results, and in many cases, you have to look at activities rather than at the SCRM itself. Social activities are no different than traditional activities. When you ask the question, "What kind of sales ROI are we receiving from social networking?", this should be answered and evaluated in exactly the same manner that we would with any other prospecting method (looking...