The Power of Social CRM
The Power of Social CRM
Social
Customer Relationship Management or social CRM is nothing but communicating
with customers through social networking sites like Twitter, LinkedIn and
Facebook. Social CRM integrates all types of social media platforms with customer
relationship management (CRM) systems to provide insight into customer
interactions with a brand, and to improve the quality of customer engagement.
Social CRM refers to the methods used to establish customer relationships using
various tools on social networks. It is a lot different from the traditional
CRM. Using social CRM as a central component of your business model can bring
significant benefits that are as follows:
Customer Retention: Social CRM allows you to address
customers’ queries and complaints effectively and in a timely manner, which
creates a positive impact on customers. It also enhances customer loyalty. It
also enables you to know more about your leads and existing customers. You can
gain a better understanding of your customers’ passions, lifestyles,
activities, and so on. This customer-centric data enables you to cater to the
needs of customers and leads more effectively.
Social
media strategy also provides you an opportunity to proactively listen to
customers’ requirements and what they feel about your business. Social CRM
allows you to enter the vicinity where people discuss their needs and also
discussing your brand and business products and services. You can show that you
care for your customers by being where your customers are, listen to them
carefully what they say, and get engaged in those discussions when appropriate.
Generate Leads: Uploading relevant content on social media channels
that address customer’s needs, provides solutions to their issues and guides
them take the maximum advantage of your products and services is one of the
most effective ways to generate qualified leads. Your existing customers
recognize the value your business offers, and they spread the positive word of
mouth. Social CRM is not only limited to marketing and selling your products or
services, but it is all about offering real value and teaming up with consumers
to enhance their experience and buying journey.
Lead Conversion: Social CRM amplifies your lead conversion
rates dramatically. However, to achieve such a massive lead conversion, your the customer conversion process should be automated, seamless, and without any
hassle, both online and offline:
Online: You can channelize the process for signing up for
your products and services or purchasing products. For example, Amazon.com
follows the same model.
Offline: If your sales process is working offline, then you
must ensure that your sales team is proactive enough to act on leads swiftly
coming in from your business website.
Stronger Brand Presence: Relationships get established well if it
is two-way communication. You must follow people if you wish that people follow
our business on twitter, facebook, LinkedIn, and so on. As you want that people
should take an interest in your brand or business products and services, then
you must also show interest in knowing what people want from your products and
services. Go through the consumers’ blogs and comments and try to understand
what their concerns are. This will generate confidence in consumers’ minds
regarding your brand that you care for them and ready to listen to them.
Besides this merely showing interest in consumers’ blog and comments not
enough, try to come up with solutions for their issues and also share valuable
insights regarding your business products and services that will help prospects
and your existing customers to know your brand in a better manner. You can also
create your brand presence online stronger by re-posting something that has
been already shared on the internet related to your business and industry.
Retweet the content on twitter that is related to your brand or industry.
Summary: Social media empowers businesses to harness the power
of community participation and collaboration. These two qualities are inherent
in social media and essential in social media strategy. Undoubtedly, inviting
community participation comes with some risk too.
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