The Change to Social CRM
Many companies have issues with the change to Social CRM, which could be associated with the speed at which technology changes or fear of making the wrong decisions. However, the issue with change management isn’t the fear of a new strategy. The issue lies within a business’s organizational structure. When hasn’t a marketer enjoyed talking about a shiny new object?
Many organizations have trouble moving into the future of technology and marketing because of fragmentation. Their technology is isolated in silos, so to speak, and various systems don’t always work together. Thus the company’s marketing strategy tends to be associated with the specific channel, like social media and mobile. Instead, you want the technology change to be associated with the brand or company.
The issue? Businesses that want to thrive need to change by moving toward a new approach to marketing and organizational management. Given the new era of hyper-connected and empowered consumers, customers demand this change. Marketers must embrace the changing landscape to understand unique consumer needs and preferences.
Acceptance is critical. Everyone in the business, from senior leadership to part-time customer service representatives needs to accept that this social change is happening. Without overall acceptance, you’ll struggle to fully implement the social strategy within your business. After employees are on board, your business is ready to implement strategies and technologies that build social media within your database.
“Being social” is and always will be a staple to the success of any business. Whether you’re talking in the town square or attending a meeting at the local bank, you’re building relationships with individuals to drive interaction and sales to your business.
Business structures, government regulations, product road maps, competitive environments, and sales pipelines are different from one business to another. However, the idea of being social remains the same. The social business is the one that will succeed in the generations to come.
To make the case for social business and the change that comes with it, you need to go beyond the superficial platitudes. People are tired of hearing, “Social media is the best thing ever! Social media will change your business and revolutionize sales.”
To make the case for social business, you should focus on changing coworkers’ perception of the fundamental idea of sales and customer communication. This change happens when you use the data behind social media to drive interactions with customers.
To encourage acceptance of the new social change, start with the understanding behind the personal side of social, the human side of social, and then move on to the business side.
Personal side: The personal side of the brand is the personality of the company. What are people saying about the company? How do you bring out the personality of the brand?
Humans are social. Well, the majority are social, right? The human race thrives from building and maintaining long-lasting relationships because of our ability to be social. Humans strive to connect. Period.
Business side: After addressing the personal side of the brand, you’re ready to tackle the business side. In the new social business, the business side focuses on the return on investment of social media and defines it by transactional information.