Tips for successful SCRM implication
CRM, or Customer Relationship Management, is a back-end process or model used for managing a company’s interactions and relations with customers, current and future, in an efficient and process-centric way. It’s a business strategy backed by software used to organise, automate and synchronise the customer facing areas within your company: from marketing to sales to customer service to technical support. Social CRM is the extension of said system to the social media sphere and deals with the data stream that contains the various exchanges from all social media channels a company is plugged into.
Social media has drastically shortened the distance between customers and businesses, allowing them to reach a larger audience more effectively. In 2017, social media platforms had accumulated around 2.46 billion users worldwide (https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/). Putting the customer at the heart, brands now actively collaborate and interact with customers in order to build an online presence, solve individual business problems and build relationships. A total of 93% of Americans want brands to have a presence on social media sites and 60% regularly interact with companies online (Cone Business in Social Media Study, 2008). Customers nowadays consider instant gratification the status quo and expect companies to respond to questions, complaints and comments quickly and in a consistent manner. Setting up an SCRM strategy can be hugely beneficial to any company and by following certain guidelines, has proven to be very successful.
Monetize social media: Develop social commerce campaigns that are relevant and seasonal in order to target a specific customer need, for example seasonal sales, multi-buy offers etc. Set up time-sensitive offers or discounts that motivate customers to act instantaneously. Another tip is to create content that provides an incentive for people to share it with friends (e.g. ‘share to win’ posts) which lets your business capitalize on the viral benefits offered by community platforms.
Customers are already on social media networks where they interact, share opinions and ask questions. Having a positive and active online presence is paramount in the Web 2.0 era to promote your products and keep up with customer trends, complaints and requests. With so much to gain, companies that invest time and effort into creating relevant online content for their consumers will ultimately be rewarded by higher levels of brand loyalty and increased sales.