CRM Evangelist Sage CRM Solutions
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Communication and collaboration using social media

23rd Sep 2014
CRM Evangelist Sage CRM Solutions
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Business has really changed in the past decade. Driven by technology opportunities people want to communicate and collaborate more, like they do at home in their personal lives. Gartner predicts that by 2016, more than 1.5 billion people will use social networks. There is a huge opportunity for marketers.

Communication and collaboration is quicker and easier, and a lot more natural, than it ever was before the advent of modern collaborative tools. It’s not just for customers though. When staff are socially connected they also become more engaged and more productive, in a virtuous circle.

Productivity through collaboration

Taming this urge to share and work together through the enterprise CRM solution can boost this productivity by making information easier to find, easier to share and quicker to get the right answers and help both customers and colleagues along their journey.

For businesses who have not yet experienced the power of corporate social media the reasons to drag their feet are rapidly diminishing. The public has taken to social media in a huge way. Customers are interacting with favourite brands, creating deep attachments, and communicating more often. This gives connected companies more insight, enabling them to create yet richer interactions and better communications, products and services.

Social CRM allows an organisation to start engaging with its customers and prospects in a collaborative manner across key social channels such as LinkedIn, Twitter and Facebook. By incorporating social media into sales, marketing and customer service activities, businesses can learn more about their customers’ likes and dislikes. By leveraging the information available they uncover more leads and boost the overall customer experience with greater personalisation and timeliness.

Beginners on this journey will find that by broadening their presence on social media they create an extra avenue to generate interest. If people can find the business in multiple places they are more likely to make that connection between the brand and their need when they are ready to buy.

Public and private projects

For example, monitoring and engaging with followers on platforms such as Twitter is a great first step, but the volume of data can make it hard to manage as the tweets scroll past in ever greater numbers. Bringing Twitter feeds into a central CRM system allows the marketing and sales teams to save Tweets into the contact database with notes on the customer or prospect.

The business can then slice and dice customer and prospect information to create campaign lists with the highest potential for success, plan campaigns with precision and track campaign results with ease.

Social media solutions don’t have to be public though. Enterprise social collaboration across teams using Yammer internally, for example, makes important internal communications more open allowing everyone in your business to benefit from shared information. Once the business is connected then the right people can find each other, share information across teams and organise around projects to go further and faster.

Then the customer service team can use the increased visibility into the customers and make every agent more productive, empowering them to upsell and cross-sell.

Social CRM, the very definition of a virtuous circle.


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