- [Narrator] Social CRM helps to combine all information
pulled from social media and other conversational platforms.
And it uses CRM analytics to determine how an organization
can best use this information.
Be it developing a better sales process
or forecasting market trends.
When you add the social to CRM,
all the social data on your customers collected
and added to their profile.
This is a powerful piece for all marketers.
Social CRM adds in the social data points
so organizations like yours can better track
and measure your audiences behaviors online.
Traditional CRM and social CRM are combining
as consumers spend much more time online
and on different social media channels
like Facebook, Linkedin, Instagram and Twitter.
And for organizations the need to track,
measure and analyze your audiences behavior
over this complex social landscape
is becoming more difficult.
Here are some benefits of organizations using Social CRM.
So a social CRM strategy allows organizations
to better engage with their consumers
in a transparent and effective way.
This in turn creates brand advocates.
And it adds to the collection of important user data,
which helps to shape the online conversations
about the organization.
Social CRM switches from the philosophy
of building systems for customers to interact with,
to one that encourages and allows the customer
to choose the way they interact with that organization.
So how can you add social CRM to your strategy?
First, think marketing, the use of social listening tools
like sproutsocial, for example, help your organization
to monitor, analyze and respond to customer conversations.
This allows your organization to monitor purchasing behavior
so you can individualize that customer's buying experience.
Next is sales, so understanding where prospects
are discussing your organization's products and services
as well as your competitors can help your sales department
determine the best way to engage these prospects.
Thus bringing them into the sales cycle.
And customer service and support,
so social media has revolutionized customer service,
you see this a lot within air travel,
there's always an angry tweet on Twitter
that makes news headlines about a missed connection
or a delayed flight.
A social CRM strategy would enable
that airline to respond in a timely manner
in order to resolve that issue.
And I'd like to discuss the customer experience
or the creation of brand advocates.
Social CRM allows brands to enhance customer experience
by listening to and collaborating with the customer
in order to design exclusive VIP programs and services.
Virgin America is a great example of a brand
that regularly goes above and beyond
their customer's expectations.
They're the first airline to offer fleetwide Wi-Fi
and this shows you that they
are actively listening to their customers.
They're also known for exceptional customer service
and mood lighting in their planes.
The integration of social CRM
in to your organizations marketing strategy
will enable you to create exceptional experiences,
products and services for your customers
simply by listening to them and acting on that information,
so you really can see that social CRM
is the new way of marketing.