Social CRM: What It Is and Why You Need It

In this current day and age, the internet plays an integral and important role in our communication. It touches upon almost all aspects of our lives, so much so that it only makes sense for entrepreneurs to leverage it for their businesses. However, there are still many business owners who are skeptical about the power that social media can bring and are adamant about the necessary changes that they would have to do in order to benefit from it. However, adding a social media aspect to your CRM system doesn’t mean reinventing your business, or rethinking about your entire model; social CRM simply means adding another route of communication for your customers and partners.

Social CRM gives you access to a whole new way to communicate with your customers. By adding social media to an already existing CRM system or CRM software, you can track, measure, and assess their social media engagement regarding your business. Paired with the information that you already have on hand about them, you can glean new and more accurate data about your customer, giving an entirely new dimension to your sales reports. Additionally, when they choose to contact you through social media channels, you can track and organize all data that comes to you as easily as any other data. This means that you can solve their problems more efficiently and tend to their needs faster and more accurately.

The Gap Between Businesses and Customers
Even those who understand the marketing power of social media sometimes miss the fact that the internet can be a whole new form of communication for businesses. Here in Singapore, we often see businesses keep publishing posts about their business and products—videos, tweets, and text posts, all of which were thoroughly studied and discussed to produce the most engagement. On the other hand, consumers spend time on the same social media channels, but in an entirely different circle. They discuss you and your products, creating recommendations, reviews, and sometimes, complaints, but your marketing doesn’t reach them.

This gap illustrates a common mistake that businesses do. In sales management, the most effective type of marketing is one that is direct and personalized, targeting the needs of the individual. Consumers want to benefit from your products, but you can’t do so if you don’t know what they want.

CRM software, especially social CRM allows you to bridge this gap by providing you a trackable method of responding to your customer base through social media. This means that you get to your customers where they are, through the medium of communication that they prefer, instead of them adjusting to the limited sales management tools that you offer. Aside from providing sales automation for small business that are based in Singapore, Social CRM also helps you track their concerns across many platforms should they choose to use multiple channels.

This also means that you get access to information (including reviews, complaints, and recommendations) on a wide scale, all while still being able to keep track of the details of each interaction with every customer. You can then cross reference this data with your sales reports and sales management tactics to figure out how to keep your business growing.

Gain an Entirely New Ways of Interaction
Because of the internet, our methods of communications have changed drastically. We can now connect with people on different platforms, through different methods, almost instantaneously. These features open up entirely new ways of relating to and interacting with your team and customers, ways that could not have been available to us even in the previous decade. When it comes to promoting sales coaching tips for example, you can use a good read on coaching your team in Singapore as a guide in facilitating healthy interaction at work. This encourages improved customer support. Other forms of interaction on customer relationship management include:

1. Delivering customer support through social media
While many interactions concerning customer support still happen through traditional means at present (like emails and phone calls), using social media can have many more benefits over these traditional means. First, communication over social media is almost instantaneous and happens in real time. This means that information can be gathered much more efficiently, and problems are solved before they could potentially get worse. Second, you are able to put your customer’s comfort first, by letting them use the channel that they want to use. With social CRM, you could put your customer first in every interaction. Paired with cloud CRM, which can allow you to connect with your audience whether they’re in Singapore or abroad, you can grow your business with the power of the internet.

2. Knowing complaints as soon as they arrive
While it’s the ideal, customers don’t always voice their complaints directly to you. Instead, most post about it online to inform their friends about your products in services. Social CRM, with the help of cloud CRM features, can help you monitor what people are saying about your company, giving you the ability to resolve these issues as soon as they are posted. This also sends a message to your consumers telling them that their concerns are heard and that you are promptly working on a solution. This can make sure that their complaints don’t get blown out of proportion (as things on the internet can sometimes be), even if you still have to spend time consulting with your sales management team on what action should best be taken.

3. Rewarding customers who help out your business
While complaints aren’t always voiced directly to you, this also holds true for positive reviews. If your customers believe in your services and products, they become more than just customers; they can end up representing your business, advocating for it to their friends and family. Word of mouth is one of the most reliable sources of new customer engagement, and encouraging more of it could only benefit you and your business. Most of these interactions happen online, as people talk about a positive experience with a certain business or product. Being able to acknowledge these customers, even by doing something as simple as thanking them publicly, can help them feel appreciated and valued. Plus, it may even guarantee continued patronage.