In the age of digital media, relationships with customers can be nurtured online in ways that were not possible until very recently. Businesses that approach this process in a systematic way have an important edge in the marketplace.
Customer Relationship Management (CRM) allows companies to leverage their existing contacts into additional revenues and improved customer satisfaction. This set of practices has mostly been accepted by businesses of medium size or larger, and many effective software tools for this purpose are widely used. Of course, nothing in marketing stays the same and the rise of social media is forcing the industry to rethink the approach to CRM once again.
Having centralised control over social profiles makes it simple for brands to see the bigger picture. With a social CRM strategy brands can monitor mentions, comments, and private messages from a singular dashboard. Social CRM strategies go hand-in-hand with social conversational marketing strategies, smart brands are investing in these areas.Ryan Dearlove – Chit Chat Founder
While the tools afforded by some of the latest social CRM solutions are impressive, raw quantitative information about followers, clicks, and comments means very little without proper interpretation. Businesses that know what they are looking for in the abundance of online data can discover trends that can be exploited for realisation of critical objectives. Strategic decisions such as whether to prioritise visibility, growth, or conversion should guide the process of data gathering and analysis, which in turn can reveal the most profitable courses of action. Additional business intelligence acquired with social CRM software allows companies to make data-driven moves, while on-going interaction with the customers stimulates loyalties and greatly increases crisis-management capacities. That’s why businesses of any size would be smart to formulate a social CRM strategy without delay and implement it as a matter of high priority.