Should Social Media be Integrated into an Existing CRM Strategy?

With today’s advanced technology, the usage of social media is common. It is a part of almost everyone’s daily lives. Therefore, this widespread social media usage can be utilized by marketers and businesses, too. That means CRM has to be conducted on social media platforms. In doing so, marketers and companies can deliver an all-around experience for the customer. Should social media be integrated into an existing CRM strategy?

The answer is a resounding yes and It should be looked at from a touchpoint and channel perspective. Some even use social media to drive CRM and it is all about the customer experience, also it should embrace the social customer. Through social media, customers can easily share any experience with a brand. Good or bad, you can expect their experience to be shared with their social connections. 

Social Media Users

Millions of people use social media on a daily basis. That means there is potential to gain an audience of millions through word-of-mouth. One customer sharing their experience on social media can reach hundreds of millions under the right circumstances. 

Also, social media users are also more likely to favor a brand, product or service if it is recommended by peers. According to the 2012 Edelman Trust Barometer, trust in social media increased by 75%. This means that respondents of the survey are placing more importance on information gathered in social media as each year passes. 

By now, countless brands and businesses have realized this. Therefore, they now know the power social media can bring, and that they need to leverage this in their CRM strategies.

In addition, brands have started to realize that communication with customers is not one way, not even a two-way street. It is a multi-directional crossing between the brand and consumers. With this brand new set of information, social CRM or CRM 2.0 has developed a field on its own.

Social CRM or CRM 2.0 support

As we all know, social media provides easy access for customers. Customers are now turning to social media for support. 

Customers see easy accessibility as a convenient channel to communicate and find support from brands. After all, it is easier to open a mobile device, head to social media and find support. Rather than opening a mobile device, locating a brand on search engines. Also, finding their email address or phone number and sending an email or waiting in line for a call. 

Easy access means that brands need to respond quickly to customers in a transparent manner. Customers appreciate a quick and transparent response more than anything. 

Importance of Social Media

Respond to customer’s questions and gripes, then you will have a satisfied customer. Respond to compliments on social media and you may earn a loyal customer. 

For instance, if there is a support query on one social media platform such as Facebook or Twitter that is unanswered, the customer will be frustrated. This frustration may prompt them to take actions that are visible to other consumers. Such as posting a review on your social media page or sharing their experience on their own account for hundreds and thousands to see. This could possibly escalate into a brand crisis. 

This means that as a brand, you should carefully consider whether all social media channels are appropriate for your business. If you are using one or more social media platforms, there is a need to be prepared for any eventuality. 

Do it right, and the customers are more likely to generate a positive response to your brand on social media. On the other hand, those who offer mediocre responses to their customers will have a mixed reaction. And those who experience a lot of support issues are more likely to experience a large number of complaints. 

Importance of Social Support

This is where the importance of a social support staff comes in. They need to have access to all the historical data pertaining to each customer issue. Collect the data about previous complaints and reference numbers as well as customer information and store them in a CRM. 

Having all of this data will help a brand to respond directly to the consumer in the chosen social media channel that they are using, and escalate the problem appropriately. The support and response you provide for your customers will play a huge role on how they react to your brand, product or service.

It will also highly affect their decisions when it comes to recommending your brand or not. A sound social support strategy can help make or break your brand. 

Social CRM and Online Monitoring

Additionally, Social CRM can als be useful when it comes to managing a brand’s online reputation and monitoring tools. 

Brands can use online monitoring tools or reputation management to know what is being said about their brand, product or service all over social media and online. This provides brands with the means to ensure that they are leading the conversation.

With the help of these tools, brands can rate and sort these mentions from customers based on their sentiment. It is also a great way to effectively test the temperature of the online community’s sentiments towards the brand and use it as a guide for any future action. 

Use this information from social CRM and online monitoring tools to help your brand prepare for any future action and interaction with customers. For instance, if a customer reaches out to you and they have a history of complaint, you can use their information on your database to provide them a better service.

Additionally, if a customer reaches out to you on social media with their sentiments, you can use this opportunity to provide them with a good service to maintain them as a loyal customer. 

At the end of the day, social CRM can be used to manage not just your brand’s reputation online, but to create better strategies for your brand’s next steps too. In doing so, you will be able to keep your brand reputation’s pristine, manage any PR crisis that may eventually occur and be prepared for whatever comes next. 

© Image credits to Emiliano Arano