I’m sure each and everyone here has already experienced going to tradeshows. This is a typical floor plan of one of those tradeshows. You have different booth were brands/companies are exposing their products/services, different conference and workshops rooms where they are also presenting. We also have customers and prospects attending and listening what brands/companies are saying. This situation represents the traditional CRM where brands are leading the conversation with both corporate and personalized messages. In the meantime, customers are now officially connected to each other, they are sharing ideas and reviews and actually they are talking about you and your brand and guess what? They don’t expect you to join the conversation. Why? Well, today customer's tend to trust a peer review more than a statement from a brand. Customers are now Social Customers. This new situation causes problems for brand as they experience or cause communication frictions with social Customers. Brand with a traditional CRM can’t listen to what social customers are saying nor react upon to what’s going on. Why? Because they are no longer leading the conversations. Social Customer are. Traditional CRM has to evolve and add Social thinking to it. This is where Social CRM comes in.
#3. Make sure you have a relevant content for Social When engaging with your social customers, make sure you do so w/ a specific content which is relevant to this audience. I see a lot of companies using the same corporate/generic message/content through social media platform and not adding any kind of value. Doing so is sending a bad signal that you’re not really listening to what the audience wants. #4. Make sure to define customer satisfaction metrics We are all supposed to measure the efficiency of what we’re doing. Social CRM is no exception. Customer satisfaction and sentiment measurement are key in Social CRM and different metrics and methodologies are available on the market. #5. Make sure you share all your Social information within your organization (other Social CRM components) Once again, Social CRM is about a conversation led by customers. Whenever you are exposed to this conversation, make sure to share it internally with the other components of your Social CRM strategy. Why? Well because you have to be consistent through the entire customer lifecycle and take that information to adapt the way you engage back.