Why You Can’t Ignore Social CRM

One of my favorite projects as a consultant is helping clients navigate through the process of vetting and choosing new technology partners, including CRM solutions. One of the questions I often get is, “What’s the difference between CRM and Social CRM?” or even, “Is There a Difference?” At its most basic, social CRM represents the integration of social media and CRM strategies.

I don’t blame you for viewing Social CRM (SCRM) with a wary eye. What can it REALLY tell us, after all? And how many technology systems does one company REALLY need? Separating the social media hype from its real value can be tough. That said, it can’t be ignored. Almost 2 billion adults worldwide use social media from a mobile device. That represents a huge opportunity for businesses to tap into a rich source of customer insights, which means SCRM isn’t a fad, it’s a necessity.

From a Sales Standpoint
The goal of traditional CRM is to drive sales. By collecting customer data, companies target specific customers with the goal of getting them to come back for more. Social CRM, however, focuses on engagement. Although SCRM is considered an indirect pathway to customers, that doesn’t mean there isn’t opportunity for sales. Consider this: of the total global e-commerce sales in 2015, more than $30 billion were generated directly from different social networks, an increase of $10 billion from 2014, and more than $25 billion from 2011.

Communication
With traditional CRM, communication flows only one way, from business to consumer. But today’s consumers seek engagement, not direct advertising, which they view with skepticism. Social CRM makes this type of connection – one that is two-way – possible. Consider Twitter, for example. The platform allows you to build relationships with followers, but it also makes it possible to build relationships with (and listen to and engage) customers who are talking about you. In fact, 53 percent of Twitter users recommend companies in their tweets.

Happy Customers
Social CRM puts the customer in the center of the conversation, where data is managed around them. They choose the channel they prefer when engaging with you, while you continue to keep track of their data. Everyone wins. SCRM makes it possible to track social interactions with customers using the same traditional CRM tools. In this way, you can keep track of customer data even when they move from one channel to another, which means faster resolutions to issues and therefore happier customers.

But responding quickly across multiple channels is only the tip of the iceberg, With SCRM systems in place, you can proactively identify your raving fans, turning them into brand ambassadors who can carry your message further into the world.

If you’re not tracking social CRM, you are missing out on big opportunities to provide the level of customer experience that will set you apart. To find out more, contact CHCG today.

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