They way we do business these days has changed, not because we are in the midst of a profound change to the fundamental rules of business, but because we are at the start of a communications revolution.
The rise of the Social Consumer in a hyper-connected world means that companies need to adapt their business strategy, apply new technology, expand their marketing and PR efforts and alter and adapt their internal culture to become a Social Business.
Having a Social CRM strategy will allow a business to locate, educate and engage their current and potential customers where and when they prefer to communicate. Empowering the Social Customer is a critical objective within any social business strategy.
No longer constrained to the phone or email, customers and prospects are finding new ways to voice their concerns, questions and feedback on social channels like Facebook, Twitter and LinkedIn – to name but a few. So the careful selection and use of social media channels and technologies must be a part of any Social CRM strategy.
The thing to remember about CRM however, is that it is not a technology but a methodology or a mindset. CRM, social or otherwise, cannot be implemented within an organisation simply by adding a particular tool or technology.
Technology is just an enabler which helps you serve your customers a bit faster, with a bit more efficiency. But true CRM is all about aligning all of the processes of a business to profitably serve the needs of the consumer.
Social CRM, then, is not about dumping the traditional means of interaction between a company and it’s customers, but incorporating these social preferences into the mix. In other words, it’s about reproducing, as closely possible, the way humans interact both on and off line.
So how to get started? Too often a company's approach to solving problems is primarily technology focused, because the business becomes enamoured with the latest and greatest software offerings.
But prior to choosing a technology, businesses must first address their organisational readiness, skills/expertise and culture. Then recommend specific steps to address gaps within teams and/or businesses processes.
This could mean forming a cross-functional team or creating an entirely new job function with the responsibility and authority to promote social business within the organisation.
When considering Social CRM strategies, companies are experiencing both business and technology challenges.
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Companies with a high level of social engagement enjoyed a ROI almost four times higher than companies with no social media presence.
The Economics of the Socially Engaged Enterprise. Pulse Point & The Economist Intelligence Unit 2012
What are the challenges facing your business in the transition to a social organisation in this hyper-connected world? How are you going to deal with them?
Call SmartCloud on +353 1 709 3963 to see how we can help you.