Educate on Future Social CRM Technology

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

It is important that your brand prepares for educating for the future of Social CRM. Have you ever worked at a company and felt lost when it rolled out a new initiative or software development? It’s an unsettling situation, and can lead to less job satisfaction. Employees don’t like to feel like they aren’t prepared for something or that they don’t understand what their role is within the organization.

Educating and training employees on future technologies is vital to company-wide adoption of new and ever-changing software, tolls, and platforms. Employee training for social CRM and any related technology or culture changes will help you retain talent and increase job satisfaction.

When you have a good training program, you increase your recruiting opportunities as well. People want to know that they’ll be empowered to do their job well and will have the knowledge to meet organizational expectations.

Developing your current employees’ skills with ongoing training and educational opportunities demonstrates how much you value your employees. It’s wise to reassure your team that you’re willing to invest in them. You can foster long-term retention and put loyal team members on a career path for growth within the organization.

Social CRM is all about the customer, and your employees might be your most important customers. Invest in their education and training in order to keep up with the dynamic technologies affecting how you do business.

Change the employee outlook on move to social CRM

Not everyone is quick to accept change. Some people become overwhelmed with the fear of the unknown, especially when they don’t clearly see their place in the changes. When introducing new technologies, be transparent with your employees and focus on how it will help the company achieve its goals. When you incorporate employee sentiment into your technology evolution, consider how you can convey the following to your employees:

  • Demonstrate a healthy balance sheet. Most technology changes and integrations require some financial investment from companies. A healthy balance sheet can show your employees that you have the financial means to invest in the future of the organization.

  • Improve employee confidence in the company. You can show your employees that you’re staying in front of technology changes. This can demonstrate to your team that you have an edge over competitors.

  • Show your team that you have long-range plans. When you make an investment in technology and strive to keep ahead of market changes, you show your team that your long-term plans can evolve with the times, that you’re in this for the long haul.

Evolve with the customer

The social customer changes daily, and the technology that companies use to interact with them changes at the same pace. It’s important that you stay in tune with the changing social ecosystem, from Facebook to Pinterest to the next social channel on the horizon, and watch for mobile marketing to take the spotlight as more and more customers rely on mobile devices to stay connected.

Customers have more options for how they can communicate with your brand than ever before, and with those options come varying customer preferences. Companies must listen and adapt to customer preferences to keep up with the evolving social customer.

Missing the target on a customer’s communication preferences can result in a lost customer, and disregarding what they’ve clearly stated to you could cause them to quickly become frustrated and unlikely to do business with you again. If you frustrate customers in these ways, you can bet that they won’t recommend your brand to anyone else either.

Social CRM technology helps you stay on target with the wide range of preferences across your customer base. It’s a lot to keep straight, but plenty of technology options are available to help you.

The key to keeping your marketing messages in front of your customers is to stay true to the permissions and the preferences that your customers express. When you reach customers where and how they prefer, you must provide relevant content! Be sure that you make it easy for customers to obtain useful information.

Each channel — e-mail, social media, blogs, and so on — serves different purposes for each customer. You need to craft your messages appropriately for each channel you participate in.

The most effective marketers in the ever-evolving social landscape will research, read up on trends, monitor social media conversations, use data analytics, and quickly adjust messaging. Marketers have to stay on their toes to keep up!