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Tips for successful CRM implication

By December 4, 2018 No Comments

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.

TIPS

  • In order to efficiently manage your social media accounts, permanently assign staff on your sales team to social media full-time. The number of people assigned will depend on the number of channels, the number of followers and the level of activity your company has online. Best suited for this role is someone who is friendly and relates well to customers and can respond to comments directly.
  • You might need to draw on subject matter experts (SMEs) for support. These SMEs are often the same people involved in other initiatives in their fields which can lead to limited focus and sometimes delays. Set up reasonable capacity planning that recognises the time required of SMEs and be aware of the amount of time they are able to devote.
  • Choose a primary SCRM platform:
  • Facebook remains the largest social network and thus gives your company access to the largest data base while also offering multiple features that facilitate interaction
  • Twitter is user-friendly, popular and the character limit compels both your team as well as users to get right to the point
  • Do use custom features in your CRM to create different lists that:
  • Identify special interest groups for your marketing teams that need quick access to clients, prospects, advocates, and influencers
  • Keep up to date with current events, concerns and trends to drive better and relevant social campaigns that will resonate with your target audience
  • Make sure to help managers learn from and connect with the most influential members of your business community.
  • Start thinking like a customer. Rather than deciding what products or campaigns might sell best, ask yourself what makes customers interact with your company on social media. Listen and monitor the buzz online: use consumer insight data to construct more relevant content to boost engagement and sales. Often, companies’ perceptions of what customers are interested in can be wrong. If you aren’t too sure what your customers value, go ahead and ask them. Social media was created specifically to enable dialogue and participation. Create engaging polls or forums to capture the customer insight you need. Furthermore, by getting your followers invested, you will help build better advocacy and brand image.
  • Set up regular contact to remain close to consumers who are not ready to buy yet. Keep them engaged with useful, entertaining and valuable content and information. This can be quick responsive rate or informative posts. Anything that will make your consumer feel special or save them time, money or hassle will definitely lead to a deeper sense of brand loyalty.
  • Identify high value customers (HVCs) and get to know their behaviour, attitudes and feelings, which will allow you to finely target engagement activities.
  • Know about online behaviour and patterns of usage to determine the best time to post or set up special ‘events’ (live-streams, competitions, promotions).
  • 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.

    CRM implication

    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.

    Ivan Boshkov

    Author Ivan Boshkov

    The biggest and most influential LinkedIn member from Macedonia. Master of all traits driven into dominating the market. Driven by success and ambition, my goal is to conquer.

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