The increasing use of social media is no longer a big secret. So it’s no wonder that the term social CRM is becoming increasingly popular. Social media combined with your existing CRM activities not only ensure even more extensive customer knowledge, but also give your relationships a completely new personal touch.
In this blog article, we reveal what sCRM actually is and how you can use it optimally for your company!
What is social CRM?
As with conventional customer relationship management, sCRM is also about building and maintaining long-term customer relationships – but linked to social media. As more and more customers communicate with companies on Facebook, Twitter & Co. – or more importantly: exchange information about companies and products with other users – this creates completely new potential for companies. Customers are becoming significant suppliers of data and important information that support companies in the (further) development of new products and business areas.
How does sCRM work?
Thanks to the integration of your social media into your existing or planned CRM system, you can expand your classic customer data with information such as interests, criticisms etc. from the social media sector. If a customer contacts you via Facebook, Twitter, etc., the communication is recorded just as reliably as previously with telephone calls or emails.
You can also use monitoring tools that track user conversations on social media and thus relevant topics for your business. Potential customers, possible crises, industry trends and customer needs can thus be quickly identified and necessary action can be taken at an early stage.
How can sCRM be used optimally?
If you use sCRM correctly, you can respond better to opinions and inquiries and also build up a comprehensive and in-depth understanding of your target groups.
Dialog
One of the most important aspects of sCRM is the exchange and communication with customers. In contrast to traditional CRM, you actively discuss questions and ideas with the customer.
Language
When you enter into a dialog with your customers, it is of course just as important to speak their language. In this way, you not only create sympathy, but are also able to steer and interpret conversations in such a way that as much important information as possible can be filtered out.
Consequence
A consistent customer approach strengthens customer loyalty. Therefore, always ensure the same tone and consistent use of industry-specific terms.
Crisis management
You don’t only receive positive feedback on social media. But instead of ignoring criticism, you should take it seriously and use it to your advantage by impressing your customers with your ability to respond quickly. Ideally, you should also have a plan up your sleeve in the event of an absolute crisis so that your employees know exactly how to react and act in an emergency.
Contents
Clearly plan and define relevant content for your social media. This should not be promotional messages – customers must have the feeling that the content offers added value. An emotional appeal and solution-oriented content are required for sCRM.
Data maintenance
Comprehensive customer knowledge improves your customer service and thus also strengthens your customer relationships. Maintaining your data is therefore an important part of sCRM. Compare the information stored in your CRM system with that from social media and ensure that your customer profiles are always up to date.
