Paul Greenberg, the leading expert on customer relationship management (CRM), refers to social CRM as “a company’s response to the customer’s control of the conversation.” While traditional CRM focuses on collecting data about prospective customers in order to move them down the sales funnel, social CRM is about customer service.
As we move further into the age of the customer, social CRM is just heating up. As you dive deeper into what social CRM is and what it can do for your business, it’s easy to get overwhelmed. Social CRM, sCRM, CRM 2.0, Sales 2.0 – it’s all the same school of thought: social media is not just a megaphone for marketing efforts. People not only expect brands to be on social media, but they expect a customer centric approach in which brands respond to their questions and problems one-on-one.
Social CRM is how Best Buy was able to connect with customers, build a community, answer upwards of 100 customer inquiries per day, and drive a $5 million benefit. It’s how Jetstar effectively listened to and engaged with millions of customers and increased their Facebook page’s reach by 170 percent, all while reducing their social media FTE spend by 30 percent.
But these aren’t the only companies proving the benefits of social CRM – more and more businesses are successfully connecting with customers to increase satisfaction and engagement.
Social CRM: Why it matters
In this Business Technology Whiteboard episode, we discuss the basics of social CRM strategy and how you can start using the methodology to aid your business. Watch this video if you want to stop just scheduling marketing content and learn how to:
- connect with customers one-on-one
- become an expert in your field
- monitor your brand mentions and industry trends online
- put your ad in front of targeted, prospective clients
- and track client interaction data
If you want to learn more about how CRM is adapting to the social media climate for better business-to-customer engagement, read our post on the subject:
Or you can always read our CRM Buyer’s guide below for detailed information about social CRM and the product leaders in this market. Either way, it’s undeniable that interacting with customers through social channels should be a cornerstone strategy for consumer-facing organizations.