Improve customer service with Social CRM

The use of Social CRM has already become essential to offer a totally personalized customer service . We discuss what it consists of, what its advantages are and why it is so essential for the viability of a company.

How does Social CRM (Customer Relationship Management) work?

CRM (
Customer Relationship Management
) was created to improve the customer experience. However, the progressive digitization of companies confirmed that it needed improvement. This was done and thanks to this alternative it is possible:

• Know what consumers are looking for in the products of a specific brand.
• Discover what potential customers think of a brand on the Internet.
• Increase a customer’s engagement with the company.
• Boost the level of conversion.

Why does it affect customer service?

Because the most appropriate customer service is the result of a process carried out by this program. The process includes different stages.

1. Data collection

To identify potential customers, a correct segmentation must be carried out based on the following points:

• The age group.
• Your personal tastes.
• Possible doubts they may have about the commercial offer.
• How you react on social media to company posts.

The combination of these aspects allows you to personalize each campaign to the maximum and turn it into a success.

2. Loyalty

It occurs when the company understands what each customer wants and creates products and promotions in their own language. This practice helps to strengthen the bond between both parties. The review of promotions allows loyalty to be extended over time.

3. Customer service is part of the purchase process

It is important that we emphasize that the variety of channels available can cause customer service to lose its value. By using a Social CRM it is possible to create independent files to serve each person as they deserve. Moreover, the client will not have to tell what has happened to him because whoever attends him will already have the history of the incident. This means that you win immediately and that cases are solved more quickly.

How do you identify potential customers?

By potential customers we understand those thousands of people who can generate a benefit and who still do not know us. The type of CRM we have been describing is essential to practice social listening. That is, when a company has multiple channels of communication with its customers, they have to be used for their own benefit.

Any point of view is positive to offer a better product. Some success stories surprise by how easy it was to turn a mediocre product into a perfect one. The following example serves to illustrate what we say.

A famous cookie brand decided to change its original recipe and offer double chocolate cream in each cookie. The result was not to the liking of his customers. The campaign was already underway and the company could not turn back. After the promotion, they released the cookies with the usual recipe and sold more than ever. The above confirms that when several clients advise some type of change, undertaking it is always recommended.

Any novelty that is well received by those who buy a product will attract the attention of those who still do not know it. This is the ultimate goal: to reach those who may be interested in the proposed offer.

How does Social CRM achieve customer satisfaction?

Customer satisfaction is one of the most sensitive issues for any company. Sometimes, it is enough that whoever buys a product knows that he can claim in case of problem. The usual thing is that someone buys something and that everything goes well. In these cases, it is always positive to send a satisfaction survey or urge the person to comment on the transaction.

Unfortunately, there are situations where it is not so easy to get to this point and various problems arise. It is then when the agent who manages the incident must always be one step ahead. We have commented before that in the file of each order processes such as collection or delivery are noted. This allows that when receiving the call the agent already has the perfect alternative so that the client feels well attended.

The advantages of a Social CRM

One of the most important advantages of Social CRM is cloud computing that avoids the extra cost in physical storage devices. Having all the necessary information in seconds speeds up the deal with the client. It is also easier to manage SLAs and contracts by managing request queues. Dynamic pipeline streamlines the service offered.

Automating each order and turning it into a source of data that can be analyzed is another benefit. Thus, it is easier to establish future trends and mark the lines of action that should be followed. It is not possible to move a company forward without listening to those who allow it to remain open thanks to their purchases.

But if something is convenient is precisely because of the increase in the level of sales. The diversification of customer service favors conversion. Breaking the classic mold of an email address and a phone number is very positive. This type of CRM allows you to communicate through social networks, messaging applications and other complementary ways. They all add up to get a positive result.

Therefore, Social CRM is not a complementary option, but essential. Its importance lies precisely in how it adapts to companies in any niche market. Taking into account the analysis of the clientele that it performs, it is easier to achieve good results. But all of the above is only justified if it is the client who monopolizes the limelight. This important change in thinking is undoubtedly the first step towards achieving the most optimistic goals. Everything is to increase, and loyalty, the clientele and to start a much more fruitful stage.