- [Voiceover] Social CRM aims to enhance customer experience
by creating a corporate culture that aims for
a more human, responsive, and customer-centric experience,
and the only way to enhance this customer experience
is to understand how your organization is performing,
and how that performance can be improved,
so basically, what gets measured gets improved.
This will always need to be in the forefront of
your mind when you look for metrics and goals
in order to analyze your customer interactions.
We all know that we should be tracking customer behavior,
web site traffic, social media engagement,
and a lot of other variables.
Now there have been so many technological advancements for
organizations in order for them to collect
and track that information,
so it's really time for your organization to get on
the analytics and big data train,
so here are some tips when we're talking
about analytics and social CRM.
First, start small and stick to the fundamentals.
You can then expand your analytics once you get going,
but the key is to start somewhere
and progressively grow while refining your approach,
and there's no one set of essential analytics for
every organization because every organization's customer
and target market is unique, as well as the customers in
the social realm are unique for each organization.
Your task will be to find a few unique measurements
that allow you to fine tune
the insights and analytics you receive,
and this will help deliver critical insight for
your competitive advantage because at the end of the day,
customer analytics are a competitive advantage.
With that being said, here's some analytics your
organization might wish to start tracking and measuring.
First, always focus on customer feedback,
both direct and indirect,
so what are people saying to your brand,
say when they're speaking to you on Twitter or
speaking to your customer service representatives,
and what are customers saying about your organization?
You'll find this information in
your social media listening tools.
In the age of social media,
customers are taking to Facebook, Twitter,
and other platforms in order to talk about brands
and to talk with brands.
It's also really important to understand
your customer's requirements for communicating to
and being served by your organization.
This then creates a necessity for you
to build a process around how you can best respond to them.
The key is to understand their behavioral patterns
and the customer's social presence, store visits,
blog comments, and even online buying behavior.
The psychographic segmentation is analyzing
buyer preferences and tracking the visitors to
know where they spend most of their time.
Here are more of the granular analytical details,
so track engagement levels.
These are things like how a customer engages with
a particular offer or deal your organization is promoting.
Really, no matter how hard you try to push your product,
without proper customer engagement,
it simply won't gain traction.
The customer satisfaction score measures
a customer's satisfaction with their service received.
Typically, this is expressed as a percentage
between zero and 100,
and 100% represents complete customer satisfaction.
Next, you may wish to gauge a customer lifetime value,
and this will help you gain insights into
the real value of a customer relationship.
Start with these analytic essentials and add in
the particulars needed for your organization as you grow.
To get a better handle on what your organization
can be doing to improve its social CRM strategy,
there are a ton of IT tools and vendors in
the marketplace who can help your company listen
and interact with your customer better.
Capturing a deeper understanding of your customer
in social CRM systems is paramount.
With analytics, you receive important information
in order to adjust your organization's communications to
meet those social customers when, where, and how they want.