Social CRM Data Collection and Reporting

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Before you begin gathering and reporting Social CRM customer data, be sure you’re moving with purpose. Avoid wasting time and resources by targeting your data collection and reporting efforts. Ask these questions to guide what reporting you truly need:

  • What targets do you want to track for your business? Consider whether you’d benefit most from looking at all your customers, or just a core group.

  • How much flexibility and customization do you need in your reporting? Decide whether you’ll be interested in the same metrics every day, month, or year, or if it varies seasonally.

  • Will you use reporting to gauge employee performance? Evaluate whether you can or will tie social metrics to specific employees. For example, if coworker Matt is mentioned on Twitter, how will you use that information?

  • How often do you need to update reports? Think about what types of data you can realistically compare. Daily data is a lot to digest, but yearly is too long to wait. Many businesses find it helpful to look at summaries weekly and full reports monthly or quarterly.

  • What is the best way to disseminate the data and intelligence? Identify who needs to know what, and when, as well as the best way to present information. Some information may be helpful for everyone, while you should reserve other information for management.

  • Who needs to be abreast of data reporting? Appoint a few people to analyze the information and disseminate the reports they create. Not everyone needs to see the raw data.

  • Do you need to set threshold alarms if certain changes occur with data points? Imagine the best- or worst-case scenario. What would you want to know the moment it happened, without waiting for a weekly or monthly report?

  • How quickly do you want reports generated? Create a timeline that works with the cadence of your reports. For example, a weekly report will need to be available more quickly than a quarterly report.

  • What amount of time is reasonable for employees to spend generating reports? Allocate time efficiently. Reporting is important to track your company’s health, but not at the expense of work that leads to trackable data.

Make sure you’re collecting and storing only the data that’s most relevant to your business goals. Determine what you need most and shape processes to fit that efficiently.