The Importance of Social CRM
Social CRM is a tool designed to seamlessly integrate the use of a customer relationship management tool with social media channels. This can take the form of many different things, such as the ability to engage in social media through a software solution, respond to customer complaints through a solution in real-time, or simply leverage and analyze social statistics through a CRM database. No matter what you’re using it for, social CRM has a lot of potential. Below, we’ll take a look at some great ways businesses (and especially small businesses) can utilize a social customer relationship management system to maximize their sales, marketing, and customer service efforts.
Let’s start with the least obvious benefit of a social solution: better data. Did you know that having a social customer relationship management solution means you can get access to highly-detailed insights and metrics about your customers? We’re talking demographics, preferences, interests, buying behavior, and more. With that kind of data, your sales reps will be able to better understand their target audience and deliver an accelerated sales process by focusing on the leads that are authentic and carry a high probability of sale.
Collecting all of this social-centric data can also help out another major department in your business. Marketing is always looking for new metrics and ways to narrow down a target audience. Social data about your prospects and customers is just another tool which can be analyzed and manipulated into a highly-targeted and highly-effective marketing campaign.
Be in-the-know socially
Your customers are on social media, so, why aren’t you? There’s a strong chance your prospects and customers are already on social channels talking about your brand and your products, so what are you waiting for? With a social CRM solution, you’ll be able to listen in to what the customers have to say about your company’s product and if they would like to have any changes made to it. They’ll share their likes and dislikes as well. Social CRM will give you the chance to develop products your customers have been hoping to see from your business, even before they talk to you about it. Your sales reps can also take advantage by knowing the buzzwords of the industry or by hearing what prospective customers are really looking to get out of your product/services.
Streamlined communications internally
Effective, cohesive communication is at the core of a well-run business. Social CRM can actually play a role in making communicative efforts throughout your organization a more streamlined process. With a social solution, everyone in your business can be on the same page with technology and access to customer records and social histories. This cross-departmental accessibility can be extremely useful when various departments need to collaborate and access the same real-time data. It can also help reduce any confusion that may arise when teams from various locations are trying to access or change the same information.
Using social media as a form of promotion can potentially help you gain customer interests and sales. As mentioned earlier in this post, social media is a place to find, build and establish your customer base and brand. Social media as a promotional tool allows for you to post updates on sales, newsletters and events to name a few. Customer relationship management comes into play in two different ways. First, if you know your customers and what they’re interested in, it allows you to market toward them on social media with your promotional efforts. Secondly, gaining initial contact with customers through social channels gives you the opportunity to add their information and social media communication to your software.
As you can see, CRM does so much more than store information about your customers. With social media along for the ride, you are able to use both to your advantage helping your company grow, establish itself and build its customer base.