Social Customer Relationship Management, as the name suggests, is maintaining the relationship with the existing customers and at the same time enhancing the relationship with new prospects and customers. SCRM is powerful not just because of the social component attached to CRM, but because it supports the CRM strategy and lifecycle.
Today’s market has become more challenging with tremendous competition from all around the globe. It was seemingly possible earlier to get so close to the customers in a timely and relevant manner. With the synergy of CRM, social media can give multiple benefits to all sorts of companies, irrespective of the sector they belong to. The benefits of increasing customer insight and engagement are the fundamental requirement for enhanced business performance.
An attempt to define Social CRM strategy
While CRM strategy is how a customer is going to be engaged, social CRM strategy is focussing on planning the social network sites to increase customer interactions. Are you connecting? the main question to answer to reach the most common people at the earliest.
The success of any CRM implementation largely depends on the ability of the users to efficiently work with the system. This is the best way to know more about SuiteCRM Implementation & SuiteCRM Training.
Why should enterprises implement Social CRM as Business Strategy?
- Choosing the right primary CRM platform
Simply having active profiles in all social channels doesn’t only suffice the growth in the business. Having a designated active platform as the main customer support hub is quite necessary to leverage the SCRM to its full potential. Choose the right one based on where your customer is most active. Each channel can have its own benefits and drawbacks. For instance, many companies prefer to use the most common channel for interaction with a large customer base as Facebook. Similarly, LinkedIn is the most popular for professional interaction.
- Prioritizing CRM Response
Customers now rely on social channels to get their queries answered quickly. This way they are able to keep the track of their own queries and concerns as well. Establishing a process or method in business for organizing service requests and identifying the ones which are most frequently asked is necessary to keep the query handling process smooth and running. Prioritizing issues that need to be addressed first is helpful to keep work sanity, given the free nature of everyone trying to post just about anything in the social media systems. Whether to jump to the ones with the most followers or to follow the lead with the urgent question? It is also necessary to share info on how to please dissatisfied customers. This data can come in from within the CRM.
- Choosing Monitoring Software
It is necessary not to miss any opportunity for engaging with or answering customer concerns. Else, the negative sentiments can blow out of proportion given the viral nature of social media. For this, it is necessary to monitor and decide how the concerns are to be addressed from a business standpoint. Smart software can come to the rescue here! Companies can choose between off-the-shelf monitoring software or customized software solutions to monitor and tackle the issue of addressing their customers’ concerns.
- Grouping Customers into Target Audience.
It is true that answering an individual query is necessary to create a personal rapport with the customer and give them a sense of being special. Sometimes, however, it becomes necessary to group the audience into categories as per the type of queries or demographics or preferences criteria etc. to be able to answer related queries at one go or with the similar type of information. This can not only save time but also enable other stakeholders in the company to see similar nature of problems being faced by other clients. To facilitate this, for example, Facebook and LinkedIn have groups while Twitter has listed.
- Measuring Data
Metrics are necessary to measure and analyze the actual performance, e.g. the percentage of high priority requests and the time it took to address these requests by the team, as data starts pouring in. It is also necessary to find out the customers’ expectations. It is necessary to compare the productivity, efficiency, and expectations and adjust the CRM tactics as per the needs of the clients.
- Using social incentives to foster Brand Loyalty
Sometimes to promote brand loyalty, it is necessary to promote some incentives. For e.g. the most vocal, most loyal and most active customers can be given some discount coupons. This not only creates the loyal customers but also establishes a personal relationship with them.
Clients are already using and expecting services via social media, which is the basis of using social CRM. It is necessary to give them the feeling of personalized service. This can be achieved by business strategies that help employees prioritize the issues that need to be addressed first. With proper planning and proper strategy implementation, the company’s customer base can be increased and confidence can be gained.
One must, however, be careful as to not do away with human touch completely. While a specific system is created for CRM, interactions should never be fully automated. Customers do not like canned responses.
It is therefore vital to periodically review the enterprise strategy to make sure it is focused on building a stronger relationship with the customers. The idea is to always strive for bridging the gap of communication and create more opportunities.
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