Adoption of social customer relationship management (CRM) systems is low among marketers responding to an Awareness survey released in September 2012, although a significant proportion are planning to use a system by the end of this year. Only 16% of the respondents said they are currently using a social CRM system, but another 21% plan to do so. 17% claim to be unfamiliar with social CRM, while 46% simply do not use a system. The report notes that adoption is higher among respondents with social media marketing budgets of more than $100,000: 44% of this group have adopted social CRM, and another 26% plans to do so by the end of the year.
March 2012 findings from Nucleus Research suggest that social CRM boosts sales productivity by 11.8%. 21% of social CRM users reported sales productivity improvements of more than 20%, and a further 37% cited productivity gains of 10-20%. Read the rest at MarketingCharts.