What is Social CRM?
SocialCRM – By now, most have heard this idea of SCRM thrown around quite a bit. It has become accepted that the goal of Social CRM is to effectively manage customer relationships through social media. More specifically, a well-designed Social CRM plan will create an intimate and beneficial relationship with customers in conversations and platforms that the customer owns. This is a major shift away from inbound e-mails and phone calls which occur on company turf and built around the company’s processes.
Social CRM is more about outbound public engagement with customers and defining a process which makes that both highly efficient and scalable. So before embarking on a Social CRM program, let’s look at the 5 W’s of Social CRM:
- Who – Define which types of customers you want to engage with. Are you focusing on customer service, or are you also looking for sales & community building opportunities as well?
- What – Lay out the business rules of social media engagement. Specific types of issues get handled differently than others and there is a process for every instance.
- When – Engage as soon as possible, but not all issues require the same attention, prioritization is key to making sure reps spend time on the most important cases.
- Where – Which social channels do you plan to engage on? Most are just focusing on Facebook and Twitter and ignoring key platforms like YouTube, blogs, and forums. Know where your key conversations are happening.
- Why – ROI of course. Social CRM, when done well, can increase efficiency of social media, customer service, and marketing teams by reducing the time it takes to get through social data.
As you may (or may not) expect, there are a lot of challenges that companies are facing with Social CRM from identification and sorting to prioritization and delivery.
Find out more about these challenges in Part 2 of What is Social CRM?