Tips to Build a Social CRM Team - dummies

Tips to Build a Social CRM Team

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Before drawing out a plan on paper, take stock of what you have available to dedicate to implementing a social CRM team. What resources — such as personnel, budget, and existing technologies — do you have available to tackle establishing an integrated social CRM strategy and plan?

Your plan can be as small or large scale as you want it, limited (of course) by your resources. You can also adjust and expand it as you dig into how the social CRM philosophy will affect your day-to-day business. The important thing is that you make a start.

Work with what you have and what you can comfortably add to the mix. Here are some organizational questions to ask before developing a central plan and procedures:

  • Who will lead the social CRM implementation?

  • How many additional team members can we add to the team?

  • How many hours can each team member commit each week to the new project?

  • Who will communicate the new procedures to the whole organization, departments, and individual team members?

  • Which departments are the main internal stakeholders for social CRM strategies?

Building an infrastructure to implement and manage a social CRM strategy will pay off greatly in the long run. Also, identifying an owner for the social CRM implementation and maintenance will help to create urgency, accountability, and follow-up for updates and analysis.

Approaching this new social business philosophy requires patience and long-term planning. You need to put procedures in place throughout each department to support the overall organizational goal of becoming a truly social business, embracing new technologies.

It’s extremely important that all employees understand the purpose of implementing social CRM within their systems and daily procedures. The social aspect of customer communication is the key to the future of the business. Getting everyone on board to shift the focus to social business will take training.

Social CRM is all about the customer. We’ll remind you of that again and probably again a few more times. Your employees are your internal customer when it comes to social CRM. Providing them with clear benefits for a social CRM system may limit the resistance you meet.

The challenging part about training employees on a new social CRM system is that it’s two-part training:

  • Understanding the social customer: Employees must know the social customer to engage the social customer. Learning consumers’ communication preferences is vital to social CRM success, and you must train employees well in this area.

  • Embracing the new technology: Inevitably, some individuals resist social media monitoring. Getting your employees to buy into social business is key to convincing them to embrace the software solution you choose. As with any data system, what you get out of it is only as good as what you put into it. It’s crucial that your staff is universally trained on expectations for data entry and the like.