Techblog
CRM for SMEs: Social CRM - Putting your best face forward
By the myBusiness techblog team
In recent years, the rise of social networks such as Facebook, LinkedIn and Twitter has created more opportunities for businesses to expose their products, services and solutions to more customers. Take for example the cosmetic groups MAC and Bobbi Brown: Besides keeping a record on past customer purchases, they are tapping on social media platforms such as Facebook and Twitter to gather more information about their customers. This information can then be used by sales staff to personalise subsequent customer visits - making them feel more appreciated, which in turn heightens customer loyalty to create more sales chances.
This new form of Customer Relationship Management (CRM) has been dubbed Social CRM. Businesses need to note however, that Social CRM is not a new concept that replaces traditional CRM, but instead an evolution of CRM.
Some benefits of Social CRM include:
- Better returns for your marketing dollars thanks to better targeting, customer experience and word-of-mouth
- Ensuring marketing efforts work harder through insights that are gained to explore new market segments
- New business opportunities that are identified for improved up-sell through increasing contact with existing and potential customers
- Decreased sales costs by building and leveraging on brand communities
- Increased product innovation by tapping into the collective intelligence of your target audience
- Increased customer loyalty by promoting transparent dialogue and improving employee-customer interaction efficiency
- Decreased customer service costs through self-helping communities
How to start with Social CRM
A company profile page on Facebook is one of the easiest ways that businesses can increase customer engagement and loyalty. Creating a profile page costs nothing, and you have free rein over the content on this page - be it photos, videos or customer testimonials. Businesses can engage in conversations with customers on the ‘Wall’, and utilise the poll function to gain quick feedback on new products and ideas.
A key thing that you need to remember is that the Facebook page is as good as your shop front - you have to treat everyone that you engage with on Facebook as you would via other channels. Be prompt in your responses - don’t make customers wait. Even if you can’t give an answer immediately, respond by saying that you will get back to them.
Once you start, you can’t stop
Have a good calendar of events / updates planned and update frequently. Businesses need to keep customers informed on their latest products, offers or trends. This helps to create a community of loyal followers, and create more incentive for customers to keep checking back.
Always keep an eye out
When engaging customers on social media platforms, businesses should be aware of what users are looking for in their products / services. This could come in the form of:
- Incentives in the form of coupons and free offers
- Effective problem solving by having enough customer service representatives
- Feedback solicitation, either through polls or by making available to users an easy way to provide feedback
- Entertainment and access to good content
- Widgets, online games and mobile applications
- Specialised marketing through targeted banner ads
Take some time to think about your favourite brand on social media platforms - what have they done differently to make them more memorable? Can your business accomplish the same, with a different twist? It is good to always keep these things in mind when creating a Social CRM strategy for your business.
Sign up for a free 30 day trial of Second CRM and try for yourself how simple CRM can really be.
This is part of a series of articles on Customer Relationship Management. Learn more about CRM in the following articles:
- The power to impress your customers with CRM
- Implementing CRM for your business - the Dos and Don’ts
- How to generate leads online with CRM
- Social CRM: Putting your best face forward