Found in a recent Gartner survey, 77% of American consumers go online looking for incentives relating to a purchase, and nearly one in two of them go online searching for effective problem solving. Meanwhile, as many as four times the number of people see a negative tweet as see a positive one. Wouldn’t it be better to see these people quickly and help them solve their problems, creating a positive brand awareness on social media rather than leave a negative perception of the brand?
By gaining visibility to customers’ social profiles, companies can discover who acts as brand advocates and influencers: who on Twitter posts positive messages (or negative ones) about customer service, who shares a particular buying experience by photographing a shirt or tie they recently bought on Instagram, or even who is connected to whom on LinkedIn to develop better in-roads into winning that all-important contract. The choices are endless.
Both B2B and B2C companies are relying on CRM to organise these insights about what customers are doing and buying, and to help establish predictive ability to know what and where to target next.
CRM gives this complete customer view by providing a single context of what the customer is doing — such as total wallet spend, or spending patterns — with a single entry point to not only analyse it, but to react to the information. Business rules and marketing drip campaigns can be driven off this data, but companies also gain the ability to see which individuals are brand ambassadors and who would be key to any successful loyalty programme integration.
Loyalty is a key theme at the moment, with many businesses seeking to not only maximize what they know about their customers, but to then enhance it with predictive behaviours and analysis that reward loyal customers and evangelists for the brand, and drive customers with similar behaviours to become stellar and vocal brand advocates.
At SugarCon 2014, I’ll be presenting on “Effective Social Media in your CRM” – we’ll be continuing this discussion on the use of social CRM to power effective loyalty programmes, as well as its application in targeted marketing campaigns and real-time customer support. Demonstrations of these systems in action will be showcased, along with customer stories of successful social CRM programmes for both B2B and B2C companies. I encourage you to attend this session to jumpstart your own consideration and integration of social CRM into your business!