Hot off the heels of Oracle’s recent LinkedIn integration announcement and Oracle Marketing Cloud Interact 2014, the Oracle Social Cloud is preparing for another big event, the CRM Evolution conference and exhibition in NYC. The role of social channels in customer engagement continues to grow, and social customer engagement will be a significant theme at the conference.

According to Paul Greenberg, CRM Evolution Conference Chair, author, and Managing Principal at The 56 Group, social channels have become so pervasive that there is no longer a clear reason to make a distinction between “social CRM” and traditional CRM systems.

Why not? Because social is a communication hub every bit as vital and used as the phone or email. What makes social different is that if you think of it as a phone, it’s a party line. That means customer interactions are far from secret, and social connections are listening in by the hundreds, hearing whether their friend is having a positive or negative experience with your brand.

According to a Mention.com study, 76% of brand mentions are neutral, neither positive nor negative. These mentions fail to get much notice. So think what that means about the remaining 24% of mentions. They’re standing out, because a verdict, about you, is being rendered in them, usually with emotion. Suddenly, where the R of CRM has been lip service and somewhat expendable in the past, “relationship” takes on new meaning, seriousness, and urgency.

Remarkably, legions of brands still approach CRM as if it were 1982. Today, brands must provide customer experiences the customer actually likes (how dare they expect such things). They must intimately know not only their customers, but each customer, because technology now makes personalized experiences possible.

That’s why the Oracle Social Cloud has been so mission-oriented about seamlessly integrating social with sales, marketing and customer service interactions so the enterprise can have an actionable 360-degree view of the customer. It’s the key to that customer-centricity we hear so much about these days.

If you’re attending CRM Evolution, Chris Moody, Director of Product Marketing for the Oracle Marketing Cloud, will show you how unified customer experiences and enhanced customer centricity will help you attract and keep ideal customers and brand advocates (“The Pursuit of Customer-Centricity” Aug 19 at 2:45p ET)

And Meg Bear, Group Vice President for the Oracle Social Cloud, will sit on a panel talking about “terms of engagement” and the ways tech can now enhance your interactions with customers (Aug 20 at 10a ET).

If you can’t be there, we’ll be doing our live-tweeting thing from the @oraclesocial handle, so make sure you’re a faithful follower. You’ll notice NOBODY is writing about the wisdom of “company-centricity.” Now is the time to bring your customer relationship management into the socially connected age.

@mikestiles
Photo: Sue Pizarro, freeimages.com