- [Instructor] With Social CRM, your customer service
department is able to better support the social customer.
As they'll always know who they're talking to,
what's important to them, and how this customer
has interacted with your company in the past.
Customer service is the interaction between a customer
and the company, usually through traditional channels
like phone or email, and typically the customer will have
an issue or some sort of request that needs resolving.
CRM is a process to maintain and retain the customer
long term and this relationship development process
is designed to improve customer retention rates
and increase profitability.
So Social CRM really is about customer retention
in an environment that the customer feels comfortable
interacting in.
And it's also about issue prevention and issue intervention
before the issue is escalated.
Customer support management in the new age is all about
being proactive and creating cases for quick resolution.
Here's some best practices that you can include
in your customer support.
First is monitoring, understand what is being said about
your brand, where it's being said and by whom.
Next identify your customer's problems so using these
social listening tools you'll be able to determine
whether the issue is regarding the product, service,
or end user support.
And act as immediately as you can, so take real-time action
and reach out through the social networking medium
of the customer's preference.
Another way to interact with a social customer
is to acknowledge those loyal customers your brand has.
So your most loyal customers deserve recognition.
With traditional CRM you only they're purchasing frequency
but not their level of brand advocacy.
With Social CRM you can determine these loyal customers
and create a process in which they are recognized
and even rewarded.
Intelligent relationship routing is another really powerful
Social CRM capability and it's a feature in which
the customer service software allows relationship building
on a one to one level.
Basically it means that your customer support team
has the ability to connect with customers
on a more individual basis.
And Social CRM helps agents to understand channel hoppers.
So these are the social customers that use different
social channels and conversational platforms to escalate
existing issues and these are typically issues they've
already tried to resolve through different service channels.
When your digital customer service channels are fully
integrated, agents are able to work simultaneously
on email, social, life chat, while providing seamless
support and really a great multi channel experience
for the customer.
And there's always going to be a point where
there's negative feedback that needs to be handled.
So negative feedback often sits on the internet unaddressed
because most organizations don't have a systematic way
to pull this feedback into their customer service processes.
So think of a negative Facebook post, Yelp review,
blog comment, or a tweet.
With Social CRM integrated into your customer support
process your organization can monitor internet activity
for relevant postings.
Then you're able to bring that relevant posting into a work
queue that kicks off the customer service process.
And it'll also allow employees to collaborate
on the issue itself.
And finally it'll enable either a public or private response
to the customer in order to bring quick resolution
to the issue.
By incorporating Social CRM into the organization,
you really can gain a scalable, repeatable, automated
process to tackle the growing volumes of customer service
issues now surfacing like crazy through social channels.
And the benefit far exceeds satisfying a single customer.
You now have the opportunity to reach thousands
of customers with a single touch point because the issue
resolution occurs in a public forum.
Each customer service issue that arises in the social space
is a marketing and PR opportunity.
And this opportunity is for your organization to demonstrate
just how much you value your customers.
Moving towards a Social CRM solution is a business relevant
ROI driven endeavor and one that most organizations
really need to start implementing.
The customer is going to continue to become more and more
social, so it becomes increasingly more important
to integrate Social CRM tools
into your customer support processes.