Social customer relations management (CRM) is a tool that plays a crucial role in helping sales and marketing staff to be updated and up-front when it comes to tracking sales leads and client’s concerns. It’s a category of integrated data-driven software products that act to improve your interaction with customers which have evolved to become the heartbeat of a business today through marketing and outreach initiatives. Additionally, sales CRM enables you to manage and maintain customers, as well as presenting you with actionable data so you should not forget to use CRM.
Below are the 6 tips for better social CRM:
1. Get Objective Right
Getting the objective right is the first step to achieving value for your social CRM strategy. Akin to any individual social user, the pertinent concern is the time wasted on these social sites, which equally translates to any business using social CRM in their outreach plans. Your objective will not only enable you to determine the value of interaction with your clients, but it will also help in improving your engagement, offering you the ability to get useful customer data. It will also help you to recognize the type of data you need to collect, and how you’re going to obtain it by curating intuitive customer propositions. It also ensures that you’re continually evaluating the social CRM to know whether it’s resulting in an impact in your business.
2. Invest In The Right Social Tool
Nothing will resonate well with your clients than allowing them the flexibility of choice – where they get to use their preferred social channel. This is why investing in the right CRM tool is essential as it should be able to offer you latitude in customizing it to suit your unique business needs. This helps you to choose a standalone solution to meet the needs of a specific line of business. Otherwise, depending on your business niche, you can also opt for a multifaceted CRM tool that captures everything crucial to developing, improving, and retaining your customers.
3. Come Out Of The Silo
The value of CRM will only be achieved if you get buy-in from relevant stakeholders at the start of the CRM process. This is because they play a central role in setting priorities and ensuring the relevance of any project. And will be at the forefront in propelling other departments of the business, including sales and marketing, in improving their customer engagements. It’s also advisable to know a holistic approach to CRM is when it’s cultivated along the way by unifying all CRM strategies through sharing of conversation which brings different teams together. This is because CRM is only useful when it can unite sales, marketing, and product development teams in addition to availing social dialogues from one part or another. Having that in place, these social CRM systems will be able to guide your business in delivering much-needed results.
4. Constant Adjustment
It’s an undeniable fact that the CRM landscape is continuously evolving, with new social sites emerging over time. These new communication channels as well as the resulting policy shifts, like the case of Facebook blocking its API, are some of the occurrences that have significantly impacted the social system in recent times.
To be better prepared for success it will depend on your due diligence by continually adjusting and experimenting with new social tools as they come. If you can aptly refine and realign with your customer-facing processes, you’re ensured that your CRM will ultimately bring value to your business.
5. Target Relevant Networks
Don’t waste valuable time replying and engaging with customers who aren’t critical to your business. Notably making an effort to determine target customers and their changing behaviors should impress you to make efforts to monitor such systems and to understand how you can leverage them in maintaining communication with these prospects.
6. Use Analytics to Understand Metrics
Analytics will help you to understand your target audience better as well as evaluate the KPI of your social CRM. For instance, if a user tweets about your product, you should know what the reach out was, and whether they mentioned any competitors. Being informed of such context helps you refine your social CRM strategy appropriately, with the view of customer conversion.
More importantly, knowing what is working and what’s not is imperative for social CRM success as seen in digital marketing. Understanding the metrics, especially from established enterprises can help you grow as a business. The parameters will be valuable once you’ve decided your objective, gotten approval from management, as well as made efforts in adjusting your CRM with the emerging trends. Those statistics are pointers to the value you’re getting from the investment in your social CRM setup. It’s advisable to implement a robust key performance indicator framework to enable your team to track the progress it’s creating.
The 6 tips described above, like getting the objective right from the onset, selecting the right social tool, continually adjusting your CRM, targeting relevant networks, and using analytics to understand CRM metric will help you get better value for your social CRM.