- [Instructor] Social customer relationship management
is a strategy supported by social media,
online tools, and technology in order to enable
organizations to better engage with their customers.
Basically, it's a new, more social way of marketing.
Social CRM adds a social dimension
to the way you think about your customers
and your relationships with them.
Don't let the social part of social CRM fool you.
CRM is still a major part of the strategy,
and is a back-end process and system
for managing customer relationships and data
in an efficient and usable way.
Different organizations will use social CRM
in different ways.
The key is to determine your specific business challenge
and solve it using a social CRM strategy.
Social CRM applies to marketing, customer service,
and your organization sales process.
It can help with social engagement.
For example, it can help your organization
better engage with your customers by listening
to their sentiments about your products or services.
It also helps with social customer service.
So the ownership of social media
is shifting away from marketing as engagement is increasing
related to inbound customer service-based topics.
So for example,
how your business manages customer complaints
and requests coming in via social channels like Twitter.
This is a huge opportunity to support your customer base
in a more holistic, social way.
So until now, a person's social media activity
wasn't trackable.
But with social CRM, that's all changed.
By adding critical social media channels
to your existing CRM systems,
you can combine everything you know about a lead.
So that means that customer prospect
and lead come with all this information
about their social media and online activity.
So when a customer chooses to say,
contact you via Twitter or Facebook,
you can track and manage that conversation in as much detail
as you would typically for a phone or email inquiry.
You'll be able to act faster, respond better,
and anticipate your customers' needs
Social CRM now enables organizations
to engage with their customers,
really creating a culture of collaboration and advocacy.
So this then in turn empowers their customers
to shape their own experiences with that organization.
Here's an example.
The social customer now chooses their preferred channels
of communication and engagement with an organization.
So they may go to Twitter to ask a question
and Yelp to leave a poor review.
Perhaps they even send a Facebook message
to that organization's page
and then begin an online chat with a customer service agent.
Your social CRM process will
help your organization determine how quickly to respond,
while tracking this entire process
along with adding the customer data in one customer record.
Sound complicated?
Well, with the right set of social CRM tools
and strategy in place,
all of this information can in turn
empower your organization,
and empowering it to establish meaningful
and transparent relationships with your customers.
This in turn will increase sales and growth.