People in general around the world is adopting social networks into their daily live activities. Businesses have realized the importance of this phenomenon and that taking advantage of the information and the power that social networks have is imperative in order for them to improve their relationship with their customers and at the same time to access to more and more customers via the social networks.
Many companies around the globe already use CRM's religiously in order to keep up with the necessities of their clients but now that the social networks are so powerful and can either provide or communicate amazing information, there is a new phenomenon in which some companies have detected an opportunity to improve their relationship with their clients even more via what is called a Social CRM.
Social CRM consist basically of using social networks as a new way to make the relationship between business and customer better and stronger.
One of the most powerful CRM's in the market is Sales Force and it offers among others this two very interesting proposals (http://www.salesforce.com):
Twitter CRM from salesforce.com
How to fast-track your Facebook CRM
Social CRM and changing customer dynamics
Salesforce for Twitter gives you a direct way to use the popular social network to enhance interactions with prospects and customers. Suddenly you’re part of customer-driven conversations about your brand, products, and services that previously weren’t within your reach.
With upwards of 500 million users, Facebook is the Internet phenomenon of the current era. Needless to say, Facebook CRM should figure prominently in every company’s Social CRM strategy.
Historically, organizations have exercised great control over their relationships with customers, but social networks have altered the balance of power. The rise of Social CRM signals that companies understand this transformation and are trying to play by the new rules. But they’re having trouble adapting for several reasons:
Customers are connecting directly with one another. Most customers harbor an informed skepticism about advertising, marketing, and customer service, but they’ve never had meaningful alternatives until now. Today, customers have myriad ways to connect and engage with each other about products and brands—Yahoo! Answers, Twitter, Facebook, Get Satisfaction, Yelp, and the blogosphere, to name just a few—and they’re using these communities in spadesmm
Through Social CRM in general and Twitter CRM and Facebook CRM in particular, companies are scrambling to establish a presence within these networks and offer worthwhile experiences to their customers.
Real time isn’t fast enough. To stay ahead of the curve, enterprises need to foresee customer responses to various events, anticipate fallout from adverse incidents or bad publicity, and quickly provide context and damage control. For example, when children’s Motrin was recalled in 2010, Johnson & Johnson addressed irate mothers within 24 hours—which turned out to be too slow. The immediacy of Social CRM can check the loss of goodwill in such potentially calamitous situations.
You can’t just scale there. Head count alone won’t do the trick, because no company can hire as many staff members as it has active customers. Effective Social CRM requires purpose-built tools for implementing and managing Twitter CRM and Facebook CRM initiatives with realistic resources.
Customers expect seamless support. Social CRM shouldn’t be siloed off from your other sales and service channels; customers want a consistent experience across all your touch points. They’re looking for accurate, up-to-date information and assistance regardless of where it resides within your organization. That’s why it’s critical that your tools—those for Facebook CRM and Twitter CRM, for example—tie back into your existing CRM and knowledge base systems.
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