5 Step Strategy to Social CRM
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CRM manages all of your customers’ data, when you add in Social it takes in all of the social data too
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Are you using social media to improve your customer service? Is your current CRM (Customer Relationship Management) just not working? A social customer service strategy increases customer engagement and creates brand advocates and potential sales leads. In 20mins I will share a 5 step strategy to Social CRM with tools for small & enterprise business.
Transcript of 5 Step Strategy to Social CRM
CRM manages all of your customers’ data, when you add in !Social it takes in all of the social data too!
Tania Water! Digital Strategy!\
5 !Tools to help you !
Tania Water! Digital Strategy!\
Tania Water! Digital Strategy!\
CRM manages all of your customers’ data, when you add in !Social it takes in all of the social data too!
Kyle Lacy, Director of Global Content Marketing & Research -Sales force ExactTarget Marketing Cloud.
“Costumer care in Social Media is taking responsibility for that friendship”
Tania Water! Digital Strategy!\
Stats!• 99% of brands are on Twitter, and 30% of them
have a dedicated customer service handle. !• The average response time was 5.1 hours with
10% of companies answering within an hour!• Recent surveys show that for over 40% of the
polltakers, a quick resolution was the most important goal in a customer service exchange!
• another 26%, having their problems resolved in a single interaction was paramount.!
Arabs produce around 10 million tweets EVERY day 6.5 million users from the Middle East are on Twitter: 3.7 million are active users
Study by J.D. Power and Associates 2014 State of Multichannel Customer Service Survey
Internet World Stats
Tania Water! Digital Strategy!\
1Choose your main social CRM platform!
Designate one platform as your main customer support hub !!
Tania Water! Digital Strategy!\
Where to go ? !!
Tania Water! Digital Strategy!\
Facebook!• Access largest audience !• easily use third-party
apps to create customized question and answer pages !
!
Twitter!• One of the most popular
platforms for CRM !• quick, user-friendly and the
character limit forces support requests to get right to the point!
• Twitter is where customers go to voice complaints,!
Tania Water! Digital Strategy!\
Go where your customers are. !Which of your social profiles has the most followers
and the most engagement? !!!
That’s the platform to spend your time on.!
Tania Water! Digital Strategy!\
Make it Easy ! !
Tania Water! Digital Strategy!\
#2 Excel in Responsiveness !
Tania Water! Digital Strategy!\
Prioritize! !Who comes first ? !
Tania Water! Digital Strategy!\
1. Look for comments and questions that indicate an interest in your product or service!
2. Know in advance how you will respond to dissatisfied customers.!
3. Do not ignore the bad & ugly ! !4. It’s no longer a 9 to 6 job!!
Tania Water! Digital Strategy!\
1. Look for comments and questions that indicate an interest in your product or service!
2. Know in advance how you will respond to dissatisfied customers.!
3. Do not ignore the bad & ugly ! !4. It’s no longer a 9 to 6 job!!
Tania Water! Digital Strategy!\
#3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!• Small companies might want to invest on social listening software's !• Larger companies will want to invest in software designed specifically for social
customer service.!• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!\
#3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!• Small companies might want to invest on social listening software's !• Larger companies will want to invest in software designed specifically for social
customer service.!• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!\
#3 Choose the right software to help you !
• Monitor who is reaching out to you for answers!• Small companies might want to invest on social listening software's !• Larger companies will want to invest in software designed specifically for social
customer service.!• Track & compile all of your customer service conversations so your support team can
easily prioritize and manage service requests.!• Manage every single touch point you have with your customers, emails, purchase etc!
Tania Water! Digital Strategy!\
CRM systems are anything to do with a customer interaction!
cross-channel
small business enterprise-level enterprise-level
customer service–centric
Small business
“You need to monitor who is reaching out to you for answers you don’t want to miss a CRM opportunity!”
Small business
Tania Water! Digital Strategy!\
#4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you need to manage your data around the customer.!
Tania Water! Digital Strategy!\
#4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you need to manage your data around the customer.!
Tania Water! Digital Strategy!\
compare all three:!productivity, efficiency and expectation—and adjust
your CRM tactics as necessary to accommodate the needs of your clientele.!
• Analyze the percentage of high-priority requests your team responded to = Productivity!
• Amount of time it took to respond to those requests = Efficiency !• Survey the web to find out what your customers’ expectations are !• You need to be able to find the social pieces of data that connect them to
these existing customers. !!!
If you find your CRM agents are responding to only a small number of requests = Adjust your priorities + Reprioritize
Tania Water! Digital Strategy!\
compare all three:!productivity, efficiency and expectation—and adjust
your CRM tactics as necessary to accommodate the needs of your clientele.!
• Analyze the percentage of high-priority requests your team responded to = Productivity!
• Amount of time it took to respond to those requests = Efficiency !• Survey the web to find out what your customers’ expectations are !• You need to be able to find the social pieces of data that connect them to
these existing customers. !!!
costumers
Four steps for developing a social CRM strategy.!
@Alexandramaia_! #DGTLU!
Tania Water! Digital Strategy!\
Tools to help you !
Learn from the best brands ! Top blogs!
http://www.exacttarget.com/blog/!
YOUtility provides real-world examples of companies that have moved beyond selling to provide real value -- and built a fiercely loyal audience along the way.!
Tania Water! Digital Strategy!\
• Be where your consumers are !• Do not sound automated!• Be human !• Make it easy!• Manage your presence!• Provide appropriate knowledge & solutions !
!
Key Takeaways : !
Tania Water! Digital Strategy!\
#4 Measure Your Data!
As a business, you want to turn your customers into advocates. To do this, you need to manage your data around the customer.!
. “As a brand be ready to be human if you going to be on social media. Act human and you
will be closer to turning your costumers into a loyal marketing army!”
