We’re thrilled to have a Q&A with Brent Leary -- CRM industry analyst, advisor, author, speaker and award winning blogger -- about the future of customer service communities, the benefits of social CRM, and why it’s important to embrace social business applications.

Why do you think customer service is such an important area for social business applications?

In many ways, customer service is the natural area to start using social business applications and strategies, particularly in the current economic conditions. Because we need to build the kind of relationships that will make our best customers view us more like a partner than just a vendor. We need to make it easy for this transition to occur, which means communicating with them in ways that will facilitate that transformation. And as recent research indicates, customers are spending more time communicating on social networks because it's easier for information sharing and collaboration. And because they are very comfortable on Facebook and Twitter, it's important for companies to not only listen and respond to customers on those popular sites, but also to incorporate these styles of communication into interactions they have with them on company forums, websites, blogs, etc.

In your experience, are companies embracing the idea of customer service communities? Why or why not?

I see companies definitely moving in this direction. One reason is that customers actually like asking other customers for advice, and to share their experiences with the product or service. There's a certain camaraderie with people in the same boat, which allows them to feel more comfortable discussing issues. Also customers active on communities tend to know more about the product and service then some internal employees, and they're glad to share their experiences with the wider community. This works for the company because the community itself becomes a great selling point to prospective customers. But more importantly, current customers may be able to get answers to problems solved more quickly (win for the customer) and at a lower cost (win for the company).

How does social CRM create benefit for other areas of the organization, outside of customer service?

Social CRM is a strategy that relies on creating content to increase opportunities to engage in conversations with those looking for solutions to the business challenges they are faced with. Compelling content can be as simple as leaving thoughtful comments on industry blogs, participating in popular forums, or setting up a webcam and doing a short video commentary. The important thing is to make it as easy as possible for those looking for help to find you, and once they find you feel compelled to engage you in a conversation. Social media can be a great conversation starter, but you'll need more than that. Social CRM marries social media with traditional CRM to transfer those online conversations and exchanges into a more formal sales processes -- to turn a click into a customer.

What do you say to companies who are hesitant to implement social business applications?

I say, they may want to look at last year's Cone Business in Social Media Study that found 60% of Americans surveyed use social media, and that 59% of those also interact with companies on social sites. And 93% of social media users believe should have a social media presence. And this study was taken before Twitter became a household name. It's time for those on the fence to take a second look at how people are using social sites and services to communicate -- amongst themselves and with the businesses they frequent.

More About Brent Leary

Brent is co-founder and Partner of CRM Essentials LLC, an Atlanta-based CRM advisory firm covering tools and strategies for improving business relationships. He was recognized by InsideCRM as one of 2007's 25 most influential industry leaders, and is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, and as a subject matter expert for the Small Business Technology Task Force.

In 2009, Brent co-authored “Barack 2.0: Social Media Lessons for Small Business.” He has written regular online columns for Inc. and Black Enterprise magazines, as well as for popular business sites including American Express OPEN Forum. Leary also hosts and produces the popular "Technology For Business $ake" Internet radio program.