Companies have to keep up with new customer needs. As the use of social media rises, so does the need for managing customer relationships in a whole new way. So why is Social CRM different from Traditional CRM?

Traditional CRM systems do an exceptional job of collecting customer data and storing it. The customer is a mere data point in a database and the business controls the relationship. And with Social CRM this is changing: customers have more power than ever, actually dealing with brands directly on Twitter, Facebook and LinkedIn. Social CRM merges social media with traditional CRM, making it possible to use customer experience in real-time.

Why Social CRM Can Help In Gaining Business Success

New communication methods are a big advantage of modern social media. Social media customers can express their views and complaints on Facebook or Twitter in seconds. It can be an advantage for businesses only when handled. It can lead to any sort of negative repercussion if not addressed at all.

When a client has a problem, quick resolution is key. Not addressing this at hand can result in bad feelings that could reflect on your brand. Through Social CRM systems, the companies have the tools to hear customer concerns, attend to them immediately and manage them successfully in real-time, turning a negative situation into a positive one.

The Benefits of Using Social CRM

There are many companies that depend on Social CRM systems to help them gain competitive advantage. Here are some of the key benefits they get:

1. 360 Degree Customer View: These systems allow firms to monitor virtually every action of their clients. Customer information is available 24/7 and from any part of the globe which means you are always informed and could devote needed attention to important matters.
2. Social Engagement: These platforms permit customers to market themselves on social media by actively commenting on their topics of interest. With Social CRM, businesses can use that to actively engage the customer and therefore prevent them from leaving.
3. Social Listening: Social Listening in general is one of the elements of Social CRM. In social media, businessmen can monitor how their product is spoken about in public and try to address the sentiments of their clients to create a reputable image.
4. Social Media Analytics: Social CRM enables a report covering everything from consumer habits, competitors’ reactions, and wider market trends. With this analytics, businesses are able to respond proactively to events and do not fall victims of knee-jerk reactions.
5. Social Customer Service: Social customer service is a potent tool. Customers are able to receive immediate responses and solutions to their issues when companies mobile phone offers customer care service on social media platforms.
6. Social Media Management Integration:Companies do not have to worry about missing out on their presence on many social media websites because Social CRM works with social media management systems.

Social CRM Implementation: 10 Steps to Success

Effective implementation of Social CRM requires a blueprint. Below are the 10 critical steps to adopt Social CRM technology successfully:

1. Align Objectives: Define what you hope to achieve as a result of implementing Social CRM.
2. Invest In A Social Media Team: A team is necessary. It is much easier to execute social CRM with a smaller team like Jabong.com which was able to succeed using just 4 people.
3. Integrate Social CRM With Traditional CRM: Instead of replacing your traditional CRM, it is advisable to have Social CRM offer enhancement features to it.
4. Analyze Customer Feedback: Feedback must be collected and analyzed enough to ascertain that your Social CRM strategy is working.
5. Set KPI Metrics And Reporting: Create quantifiable goals for the implementation of the Social CRM strategy and how the user’s experience will be enhanced.
6. Integrate the Whole Customer Lifecycle: Ensure your CRM system monitors customer engagements during every phase of the lifecycle, including pre-sale and post-sale.
7. Encourage Openness and Involvement: Actively involve customers in the CRM system for an enhanced level of personalization.
8. Motivate Loyal Customers: Purposely use Social CRM to appreciate loyal customers so that they know they are cherished.
9. Do Not Hasten the Rollout: Rollout Social CRM with deep thought and care, ensuring that the necessary groundwork has been laid out and the correct equipment is available.
10. Refine and Improve Continuously: Social CRM should be perpetually improved in order to keep up with evolving fads and customer needs.

The Impact of Social CRM: Case Study

One very good example of Social CRM case study is Jabong.com, the Indian ecommerce firm that was adopted by Myntra. Jabong.com was able to use Social CRM to increase its NPS score through social listening. The company had a policy where they would respond to every customer mention on social media within 60 seconds regardless of negative sentiments. This practice earned them great customer loyalty which drove their NPS within the range of Amazon.

Features of Social CRM Strategies

It’s apparent that Social CRM make it possible for companies to garner customers insights and offer unparalleled customer service. Engaging or listening on social media can be incorporated into a CRM, which can ultimately enhance customer relationships and loyalty.

Categories: Customer Relationship Management