What is Social CRM?
Until now, customers’ social media activity has been something of a closed book – a channel of communication that wasn’t trackable, measurable, plannable or improvable. With social CRM, that’s changed. By adding the critical social media channel to your existing CRM systems, you can combine everything you already know about each customer, prospect and lead with new information about their social media activity. And when a customer chooses to contact you via Twitter or Facebook, you can track and manage the conversation in as much detail as you would for a telephone or email enquiry. You’ll be able to act faster, respond better and anticipate your customers’ needs.
It’s a familiar story: the marketing department is diligently creating and publishing tweets, Facebook posts, YouTube videos and more – all carefully crafted to make the most of each channel and designed to encourage sharing, retweeting and customer engagement. But the audience doesn’t come.
Meanwhile, your customers are elsewhere on Facebook and Twitter, having conversations about your organisation – discussing you, recommending you, complaining about you and even trying desperately to talk to you. But they’re not getting the answers they want.
How can you bridge the gap?
With social CRM you can place the customer right at the heart of your organisation. No more forcing customers to use the channel you prefer. No more losing track of issues when they change channels. You can engage and respond to customers individually and in the way they choose, without compromising your ability to track and manage communications on a global scale. You’ll have both a broad overview of your brand’s reach and a granular, detailed view of each customer interaction.
Customer service, marketing and sales all benefit from a more dynamic, complete picture of each individual customer, and can make use of social tools to communicate between themselves. You see the cost of delighting customers fall. Your customers see an organisation that listens to what they want and responds in a way that suits them, across multiple channels. Everybody wins.
Customer service that puts customers first
By enabling you to track social interactions with customers using the same sophisticated tools as you use for other touchpoints, you can deliver faster, more complete resolutions to customer service cases from across your business – and that means happier customers.
But it’s not just about reacting. Using monitoring and tracking tools, social CRM can help you to identify and reward brand advocates and influencers, encouraging them to spread the word still further.
- Deliver customer support via the social media networks your customers are using;
- Interact and engage with customers in real time;
- Talk to each other so that customers get the best help;
- Monitor social media for complaints and resolve issues quickly;
- Find and reward brand advocates and customers who help others.
The combined promise of reduced cost and increased effectiveness is a heady one for any marketer. And while social CRM has a valuable role to play in customer services and sales, it can also revolutionise your marketing effort. It can change your understanding of brand reach and perception, while giving you access to a raft of new information about customer behaviour and opinions. Social CRM can help you deliver:
- Greater exposure in the places where your audiences spend their time;
- Increased engagement and deeper relationships with customers;
- Increased web traffic and conversions and higher search rankings;
- High-quality inbound leads that turn into revenue faster;
- More efficient marketing budgets with higher returns;
- Faster marketing campaigns with better targeting.