The Social CRM Setup
Because social CRM is a nascent concept, it can be hard to get your arms around all the factors that affect customer service. To understand how social media has added a layer to CRM systems, look at it first from a micro level.
Like every other business practice that has been redefined by social media, customer service has been turned on its head. Personalized customer service used to mean mostly that a call center operator would take a customer call in real time. The best measure of their level of service was how fast they answered the call. Today, that’s a tiny fraction of what needs to happen to serve a customer.
For example, a traditional CRM has a data point about a customer purchase. Adding a social layer gives you a data point of that same customer’s tweet about the product. This data is then integrated with other data to make decisions and serve the customer.
Now, take a look at social CRM from a 50,000-foot view. You can break the fundamentals of social CRM setup into a five-step process:
Business data is collected.
CRM and other systems already in place collect company data. Information about financials, sales, and marketing are all part of the mix. For example, you can look up a customer’s purchase history to see what he’s bought and how long he’s been a customer.
The social web is monitored by employees and tools designed to pull data from social media accounts.
Employees look at the social web for customer comments, platform analytics (like those available through Facebook Insights), and anything related to the brand.
Business data is integrated with social data.
This is where CRM becomes social CRM. Your company uses systems and/or manually mixes data of both types to obtain a fuller picture of the company’s impact.
Decision data is culled.
Your company uses the integrated data to make decisions about such things as marketing campaigns, advertising, up-sells, new products, and so on.
The employee team behind an initiative receives feedback about the results of the initiative.
The feedback evaluates how well the initiative performed and what changes could be made to improve results.
When these processes are working effectively, you have a system that will help your company make smart decisions about the future.