This is a repost of a Blog written by Jeff Moloughney, Sr. Director of Customer Service Products/CRM at FrontRange Solutions, Inc.
There are two views you should consider when embarking on social CRM for your organization. How will social CRM applications affect your relationship with your customers, and how will customers be affected by your social CRM use (in addition to how it will impact your overall customer service program)?
Let’s first start with how customers will be affected by your social CRM use. If you have not embarked on social aspects for your CRM business, keep it simple. For example, marketing can push new product or services being delivered to the market, or position events via social channels. Sales can leverage social CRM through improved peer / influencer management, as well as, better lead / prospect management through social network information a sales rep can easily acquire across various social channels.
Customer service teams can understand customer sentiments that may affect customer loyalty by listening to the social media networks, and possibly gain an understanding of customer loyalty and satisfaction levels through social surveys. Understanding internal perspectives may be easier than understanding how social channels may affect your customer’s view of your company. In order to understand how customers will be affected by your social use, put yourself in your customer’s shoes.
Think about what information you would want if you were a customer of your brand, as well as, when and how you would want to receive this information. As you grow in social media use you should analyze how, when, and where your customers retrieve social related information and change your social business accordingly. Ask yourself how often you would want to be connected, what type of information you would want to receive and how you would expect to be redirected back to the company (i.e. yourself!). Sometimes social related information can bring up additional questions, so make sure your customers understand where they can obtain further details about the related social CRM information that were provided.
Always keep in mind industry-specific needs as related to the social arena, as this will vastly effect how Social CRM is leveraged around the enterprise. And as mentioned before, don’t forget that analysis of how social CRM is utilized in the organization is needed since it’s an ever changing and constantly moving market space.
Don’t let social CRM scare you with terms and technology (especially since the social media is an ever changing, ever growing, and quite honestly, immature in regards to CRM usage). You may wish to consider social CRM as just another workflow involved in your CRM processes.
What are your thoughts on the impact of social media on your business?