Social CRM

Social CRM ( Customer Relationship Management) refers to the use of social networks like Facebook, XING Kwick or to the company's strategy in relation to interpret better to the users of these networks. This strategy is of course connected with the classical points of customer relationship management. Paul Greenberg summarizes the role of the social CRM as follows:

" Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to Provide mutually beneficial value in a trusted and transparent business environment. It's the company 's response to the customer 's ownership of the conversation. "

" Social CRM is a philosophy and a business strategy that has been developed by technical platforms, business rules, a workflow, processes and social characteristics, to allow the customer a collaborative conversation and both sides have a beneficial value in a trusted and transparent business environment to can. It is the company's response to these talks ' ownership ' of the customers are. "

Social CRM for customer retention

Social CRM aims to contact the customer in a dialogue and to provide real added value. The first step is to find the networks, in which the customers are active. Then it is important to build a relationship with the customer. This can for example happen in a help forum. If the customer is helped quickly, increase confidence in the company. If the customer 's suggestions for new products on product development platforms - for example, new flavors for soft drinks - can bring, he will deal particularly strong with the product. Contests are also popular for shopping vouchers or similar. Social CRM takes a lot of time and that's why here is to consider how useful is the use of SCRM for the respective industry. For companies in the B2C area are as already mentioned many possibilities, but companies operating in the B2B area, it will be difficult to have on social networks such as Marketing office supplies or server hardware. Whether the target audience is represented on social networks, often depends on the age of the target group.

Webmonitoring

A synonym that is often brought in connection with Social CRM, the web monitoring. This refers to the systematic search the internet for company, brand, expression, competitors and people nominations, followed by categorization and electronic archiving of the data found. Here, especially, only the relevant data are stored, a specific product, such as Comments about a type of wine in an Internet magazine concern. The Social CRM, however, would not only get the data, such as web monitoring, but they want to make a commitment with customers, customers are actively obtained, for example product design platforms or support forums.

Software Solutions for Social CRM

Software Solutions to Social CRM provide both the ability to evaluate customer conversations in social networks. Findings thereof are, for example: how often and what is discussed in social media about the company? What is positive and what is negative? So companies have to determine the possibility of what the customers think about the products and services - and, eventually, to participate in the discussions. Some social CRM solutions also provide forums and chats, their own social media can control activities across the company. The Social CRM solution brings together the various information and prepares the results with reports and graphics on.

Benefits of Social CRM

  • In the B2C sector, the company gets a good overview of the reputation of the product or brand
  • Enables rapid response to short-term mood changes, to strengthen customer relationships or to maintain it.
  • Enables rapid response to new customer needs

Disadvantages of Social CRM

  • Great deal of time / required enormous capacities in the company
  • High flexibility in the company
  • Great affinity for social media
  • High level of data protection requirements in enterprise integration
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