Social CRM (SCRM)

Customer satisfaction is an integral part of company growth and success. Social customer relationship management (SCRM) systems offer businesses a way to keep current customers satisfied, as well as a way of finding new customers. Social networking can play a huge role in both these endeavors.

Many companies incorporate social CRM systems in order to manage and organize all the contact it has with both existing and prospective customers, through software or Web-based approach that supports these ventures. For example, customer data and interactions can be entered, stored, and accessed by personnel based on several categories. The data then can be used to encourage better customer service with comprehensive information, and to improve targeted marketing. Social networking offers yet another channel to accomplish both of these goals.

This natural marriage between next-generation social technologies and social enterprise platforms brings together a powerful social CRM tool for the ever-changing corporate world. Whether your business is large or small, the benefits are countless. For example, a large corporation can use social networks for providing better customer service to their already large customer base. A small company may use social networks to reach more people and spread the word of their products and services. In the end, the main goals are providing better customer service and attracting new customers.

While the list of social networking possibilities are many, here are a few examples of social networks being used for customer relationship management:

Facebook

* Create a profile page free of charge and tell everyone why your company is the best. On your profile page you add logos, videos of products, customer testimonials, and pictures.
* Facebook is all about meeting people and growing your friend list. Use this to your company’s advantage by accepting new friends, all while creating more business.
* On Facebook, you have a “wall” where customers can post comments and engage in dialogue with one another. This can also be useful when connecting with product representatives, and sister companies.
* Use the polls on Facebook to get quick information and opinions from your actual customers. This knowledge is extremely valuable when making decisions about your future.

Blogs

* Having the customer be a part of the conclusion/solution can ensure a satisfied customer, because he or she helped solve the problem.
* Communicating with the customer may help alleviate simple tensions, and resolve misunderstandings. Employees tend to feel less stress when customers aren’t explosive and unhappy.
* Social networking is in real-time, which allows companies to be responsive and accurate. Customers are used to being frustrated by being put on hold in call centers. Blogs can help resolve this problem by offering an easy way to be heard.
* Sometimes customers are more comfortable reaching companies in a way that makes them relaxed. A blog can offer a non-confrontational way to ask questions and make suggestions in a casual environment.

Facebook and blogs are just two examples of how social networking is advancing customer relationship management. In general, integrating social CRM can bring companies to the forefront of the business world. It helps companies reach customers in a safe, easy to use, and quick way. In a world where customers want results fast, bridging the two channels together creates an innovative way to approach customer service.

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