As marketing engagement through social media platforms has increased, the marketing department’s spending on technology-related aspects has increased. A large part of this is related to the implementation of a customer relationship management (CRM) system, which combines various social media platforms for marketing communication. This can be called social CRM.
Small businesses and start-ups with limited technology budgets benefit greatly. Now, regardless of size, all organizations are actively implementing Social CRM. It is used to integrate the best, latest, affordable and error-prone marketing strategies. This is the paradigm shift of the conventional CRM system that has been implemented so far (with a series of errors).
Traditional customer relationship management
Traditional CRM systems have made tremendous contributions to enterprises in their own way. It assists in managing and developing customer relationships, reducing costs, enhancing profitability, providing tailor-made products and services, handling customer complaints, inquiries, and applying analysis to customer data, thereby creating a win-win situation for businesses and customers. However, there are disadvantages.
The above-mentioned benefits relate to accurately implemented CRM strategies. The purpose of implementing imperfect CRM procedures is to manipulate the customer’s ideas through excessive personalization. Another example is CRM, which aims to reduce operating costs by restricting personnel contact and replacing personnel with answering machines that have never really resolved complaints. Misapplied user analysis of purchase behavior (if it is an e-commerce website), which makes it impossible to provide incorrect suggestions to customers, or the level of promotional activities for customer conversion is high, rather than managing the relationship with customers They even broke a relationship.
Changing dimensions of CRM
Today, customers demand a slow, insightful, and responsive relationship. Customers appreciate relationships that develop over time and build on trust. Information analysis should be used wisely. Paying too much attention to the products purchased by customers will result in the inability to concentrate on the actual purchase. Treating customers as a data source prevents marketers from remaining sympathetic, sensitive, and sensitive to the actual needs of customers (traditional CRM implementation does have this problem).
Social CRM is a supplement to traditional CRM software packages. More than 74% of American online adults are using social networking sites (according to the Pew Internet Project research as of January 2014) to exchange opinions about brands, customer service, and personal experiences with businesses. Therefore, in terms of business, the power of consumers has been enhanced. The coverage and functions of social media add special elements to CRM, not only covering customers, but also companies.
How can companies use this enhanced advantage of social media to gain advantage? The answer is: rely on two-way, healthy communication skills, involving customers and companies. Communication is more about listening than talking. Listen to customers’ opinions and make a gentle response, not just focus on publicity. Using social CRM tools can open the door to two-way communication. The faster an organization integrates social CRM tools into its existing CRM strategy, the more effective its customer relationship strategy will become.
With the changes in the CRM landscape, the coverage and scope of social media have been expanded. As a platform for communication across markets, time zones, and national borders, CRM cannot remain one-sided. Companies can manage their relationships with current, new, and even untapped customers through powerful social CRM tools. CRM can increase trust and focus on effective brand building strategies in the market. The delicate balance of relationships can be restored and reinvented through social CRM. Aggressive companies understand that if they focus on the balance of relationships, then customers will actually manage themselves.