Infographic: Social CRM combines the power of social media with customer relationship management (CRM)
It is no surprise that social media customer service is now a very real, valid and useful communication tool. Businesses small and large alike that choose to ignore customer complaints and inquiries on Twitter, Facebook etc. are increasingly finding themselves in hot water.
Everyday social media users are increasing their usage daily making the importance of this medium that much more essential. If companies want to harvest new business they are practically required to set up a social media CRM (customer relationship management) Department.
Dennis Stoutenburgh, co-founder of Stratus Contact Solutions, a company providing one-to-one customer engagement and multi-channel solutions comments,
“If you’re not engaging customers during the entire product life cycle through social media, you’re missing out. Because someone else will.”
When it comes to any business model, no matter how generational, antiquated thinking may be a bad move when it comes to future success. This is not the time to be a technological ostrich hiding in the sand until the fad passes, this is the time to get on the bus.
The Sleeping Giant
Consumers are becoming more savvy by the second. They are what the Japanese used to call, a “sleeping giant.” When social media customer service is exchanged, in many cases, millions of eyes are could be watching.
Immediate Gratification Generation
In the old CRM model, direct communication meant maybe a phone call; being transferred to a supervisor; or calling the customer back. Now, with an immediate gratification generation poised at the ready, businesses better have an instant answer to any query. In addition, it is a generation that has been raised with everyone getting a trophy. Therefore, it is important to commend and console validating for all to witness.
Pick Your Poison
It’s important to choose the social media platform that works according to each business genre. Whether an in-house social media CRM department is set up or an outside team is used, knowing how each correspondence will be viewed is paramount. For example, if a complaint is posted on Instagram it may not create as much of a negative backlash than if it were viewed on Facebook. Each business needs to decide the level of platforms they want to concentrate on or if they want to cover a broader spectrum, which of course means more expense.
Priority and Monitoring
Response time is now a real statistic that just may determine getting a leg-up on competition. Making a query a priority on social media platforms such as Twitter lets the consumer know that you are part of their world. It is also important to continue a relationship with each social media communication by requesting to follow and especially to respond to their threads.
Once this relationship is set up, monitoring software can show specific consuming patterns for not only the business involved but other businesses as well. By following consumer’s social media path, patterns may emerge that offer advantageous purchasing information.
Maneuver, Influence and Encourage
Social media customer service has an opportunity to use these platforms to immediately connect with their customer base. Setting up fun follow programs, contests and/or free giveaways can bring an influx of new business practically overnight.
With the simplicity of not having to do more than press a virtual button, consumers can be maneuvered into getting involved; influenced by a variety of marketing techniques; and encouraged to recommend friends and family.
Service Topics and Consumer Response
As an example of how social media CRM is responded to by consumers, particular service topics show some interesting numbers (Buffer Social 2/14).
A comparison of service topic response includes three demographics:
A – Do not use social media for customer service.
B – General population
C – Use social media customer service.
The response is as follows:
Amount of consumers willing to spend more for great service.
Amount who aborted a transaction due to poor customer service.
Number of people who will be told of excellent customer service.
Number of people who will be told of bad customer service.
When social media customer service is used and maintained correctly the potential for positive results is practically guaranteed. Embracing this new consumer tool will not only offer an opportunity to increase a bottom line, it just may bring back a “human touch” that many would have never connected to a virtual exchange.
Continue on to the graphic below to see a more granular breakdown of platforms and user information.
Guest Author: Dave Landry
Dave Landry jr. is a financial and marketing adviser for small enterprises. He hopes you enjoy the infographic and accompanying article, and encourages you to hone in and emphasize your social media for customer service strategies as much as possible. You can find more from Dave on Facebook.
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Social network image courtesy of stockimages at freedigitalphotos.com