Social media has had a major impact on the marketing landscape over the last few years. It’s a logical consequence that CRM is changing with it. Social media has become an essential part of the way companies stay in touch with their customers.
In terms of customer relationship management, social media represents challenges as well as opportunities. Over 60% of social-media users use those social channels to contact brands and companies.
Responding to 500 million tweets
On the one hand, social media represents valuable channels for organizations to maintain direct contact with customers. At the same time, maintaining that contact is a challenge. Customers expect an immediate response, which places quite a burden on those companies. Especially when you consider that all of us together are sending out 500 million tweets every day. Good luck filtering out all the tweets that are about your organization. It’s for good reason webcare has become a specialty in its own right.
Quick response via social media
1 in 4 Twitter and Facebook users expect organizations to respond to their complaints via social media within one hour. A good CRM system is equipped to answer this expectation, being linked to the various social-media channels, chat features and messaging apps. Which means interactions can be tracked and followed up quickly and effectively, and relevant information gathered about the customer via these channels can be directly stored in the CRM system.
The point is that a CRM tool isn’t purely sales-oriented. When the focus is on facilitating and improving the customer experience through excellent service and tailored offers, sales are a positive outcome rather than a goal by itself.