What the business world needs now is a bigger, badder, more powerful social media dashboard for customer relationship management (CRM). It almost goes without saying that TweetDeck just won’t cut it.
Ideally, the social media dashboard would provide a CRM-integrated interface for monitoring what customers are saying about you in Twitter, Facebook, and other communities. It would also allow you to aggregate high-level customer satisfaction metrics; to flag smouldering issues surrounding defective products and poor customer service; to respond inline through these channels; and to escalate issues internally to the appropriate parties. In other words, it would be, per my colleagues Bill Band and Natalie Petouhoff, a true “customer business intelligence (BI)” dashboard.
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