- [Narrator] Business Process Documentation
includes any and all documents that support a process.
The activity of process discovery,
process mapping software and policies,
as well as procedural templates.
Taking the time to create and implement
process documentation for your Social CRM Strategy,
will be imperative for ensuring your organizational
success long term.
Your first step to adequately ensuring
that your documenting your processes properly,
is by identifying your business process issues.
So identify and document key Social CRM business processes
for all your customer facing business units,
like sales, marketing and customer service.
You'll assess each Social CRM process
in terms of these seven business processes.
Ownership, Goals, Metrics, Interfaces,
Documentation, Integrity,
and Alignment with business vision.
So having a really clear roadmap
of your Social CRM strategy
and how they relate to these business process
success criteria points,
will ensure that each stakeholder in your organization,
such as sales, marketing, customer service,
all have an idea of how to move forward properly.
And to ensure that all your organizational teams
are on the same page,
typically your organization will have three main goals.
The first is creating a new standard
for optimizing customer relationships.
And this is focusing on new systems
and a new customer experience.
The second will be building connections
with customers via new technologies,
so this is the social landscape.
And it's prioritizing a human driven,
human centric interaction with these customers.
Third will be leveraging new channels
that offer a path to more personal communication.
So this will be communications say across mobile,
video and social media channels
in order to achieve more targeted and humanized approach.
So with clarity around your big why
for using Social CRM,
your organization will need to look specifically
at the process and the impact from moving towards social.
So there is going to be some impact
to specific organizational teams and processes.
So you're going to want to look at
how will you handle the social insight
that you're starting to receive
and what will be the impact
on your various organizational teams
like sales, marketing, and customer service.
And also, how and when will you perform
social media community monitoring?
You will also need to consider
how you will filter this insight and data
coming from those social media monitoring activities.
And what is the best way now to integrate
all this new social insight
into your organizations social CRM platform.
So choosing the right tools
is going to aid your process documentation.
But remember that you're process
will always trump the tools.
The tools are important,
but never as important as actually documenting the process.
And getting your entire team together
and using those processes you're documenting.
So there are a ton of tools to choose from
that are capable of storing your processes.
So you could always choose to build an internal site,
create a wiki,
share a Google document.
You could find a specific process documentation system,
or you can lean on a social CRM platform.
Many have these features where you can house
all of your process documentation material.
Regardless of the platform you choose,
what really matters the most is understanding
your organization's needs.
Then pick a platform that meets those requirements
and really commit to standardizing and scaling
your organization.
Accountability plays a large role in creating
and following proper process documentation.
So make sure that you empower
and provide as much support your team requires.
Consistent use of your processes
along with their refinement
will help you scale and grow
your social CRM initiatives significantly