Why You Should Make Salesforce Your Social CRM
“Social CRM” – it was a buzzword a few years ago and now it’s making a comeback. With the CRM market becoming even more competitive and diverse (from integrations to price points), we’ve noticed a lot of these hyper specific “xyz CRM” ideas surfacing. However, this Social CRM concept is actually extremely relevant and, in our opinion, a must have for larger SMBs and big brands. As of 2015, “there are more than 1.6 billion social network users worldwide with more than 64 percent of internet users accessing social media services online.” And that number is only going to grow, especially in developing countries and as new social media platforms saturate the market. This growth of users on social media leads to an increase of people talking about themselves, about what they love and, hopefully, about your company/brand. This is why “social listening tools” are important for your company to invest in. With these tools, you can set up alerts and prompts to proactively engage with your customers before, during or after problems arise. In fact, there are a lot of different social listening tools on the market right now. While it’s extremely important to have some social listening tools in place now, in the next 3-5 years, it’s going to be 100% pivotal. Enter the “Social CRM” idea. All of these social listening tools are pretty darn great, but few of them actually integrate well [if at all] with many CRMs, let alone Salesforce. Thus, making your current CRM into a Social one is a big deal. Why? Here are just a few reasons why you need a Social CRM:
- Better customer experience: Your customer Tweets at you that they’re high-end widget that they bought at your store is broken; you get an alert in your CRM and start the return process. Within 5mins you tweet at the customer with the tracking code for the part and resolution to the problem. Boom. Forever this customer will love and buy from you. This is all tracked in the CRM and you create “engagement” reports that prove ROI. Boom. Forever the CEO loves you.
- They save the company money: We’ve worked with companies that say, “For monitoring X, use Software #1, for reporting Z use Software #2,” and so on. This is a huge time drain and resource mis-allocation, in our humble opinion. Having everything in one Social CRM saves the company money by streamlining business and having all the contact info in a central place. The best example of this BT, who saved millions of dollars by implementing a Social CRM.
- It empowers sales and customer service with knowledge: Since all the information is housed in one CRM, the user of the CRM gets a whole picture of the potential customer. This is huge. Connecting all the dots from emails opened to tweets sent – that’s a powerful sales tool.
- They’re a digital analytics marketers dream: You can pull a lot of data from Social CRMs. Think words used by customers, how many social interactions it takes to sell a product, what channels are the most popular for you market and a lot more. If you have an analytics heavy guru on your team, they need a Social CRM.
- They make life easier: Everything is in one place. You’ll need two computer screens: one for email and one for your CRM. That’s it.
- Because smarter people than us say so: Please see article #1 and article #2 from Econsultancy.com. They’ve done a darn good job of outlining the importance of Social CRMs.
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