The real value from SCRM comes from being able to change how your company does business and improving the user experience. Simply responding to as many comments or tweets as possible is senseless and not scalable. A much better solution is to actually fix the problems the customers are identifying and collaborating with your customers to help give them what they want. This is part of what being a social business is all about.
Jacob makes a good point about SCRM when he states.
“The truth of the matter is that Twitter in a way has spoiled the social customer into thinking that they can get instant gratification.
We need to look at two realities:
Should the company respond to every single complaint or issue? No
Can the company respond to every single complain or issue? No”