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Social CRM and the new paradigm of customer relations

The best known definition of Social CRM is the one spread by the author and CRM expert, Paul Greenberg, who describes Social CRM as “a business philosophy and strategy, supported by a technological platform, business rules, workflow, processes and characteristics. social networks, designed to engage the Honduras Mobile Database customer in a collaborative conversation, with the aim of providing mutual benefit in a trustworthy and transparent business environment. It’s the company’s response to the fact that now, the conversation belongs to the customer. ” This North American author emphasizes the words strategy and technology.

Social CRM allows integrating all these angles, all the faces of the consumers in a single vision for the company, integrating transactional information, behavioral information on the corporate website or e-commerce, behavior with the newsletter and of course information from the networks social. In other words, Social CRM provides, using the appropriate tools, a true 360º view of customers.

Two levers for a new customer relationship paradigm: strategy and technology

To achieve this objective, two levers are needed: an inclusive strategy that truly considers the consumer at the center of the relationship, and technology that can carry out the strategy.

The strategy must view the Client as a transversal element and independent of the specific objectives of the different departments. You must be able to make the different tactical actions of each department act by reinforcing the different channels.

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For example, from the newsletter, encourage content sharing via social plugins (share on Facebook or Twitter), and be able to track such actions, so that we actively know which clients of our CRM are active on Social Networks. Another example, conversely, would be to encourage from Social Networks to subscribe to the company’s newsletter.

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The importance of technology resides in that it allows integrating all this information and converting it into actionable and usable segments or target groups requires a technology that allows us to understand the dynamics of what is happening with our “audience” and especially, that allows us to act instantly, in real time, communicating with the client through the most appropriate channel at that precise moment.

For this, Multichannel Marketing solutions are essential, since they allow not only to collect and collect all the information from the different channels, but also to prepare actions, through those same channels, turning each point of contact into a great opportunity of the company to communicate with its customers, take care of them and continue to make them feel special.

These solutions must have an open and expandable data model that can grow according to the needs of each company (new data sources, new business models …). Likewise, they must have automated tools for collecting information from social networks (Social Login) and of course, they must be able to interact with the different channels, establishing 1-to-1 dialogues, totally personalized with their customers.

This is the reason why, some time ago, Social CRM would have been defined as a perfect oxymoron, by combining two words of opposite meanings, since until now it had not been possible to combine data collection in a single marketing tool That would allow knowing the needs of people as consumers, in addition to their tastes and leisure preferences.

Even today, companies are wrong when they design two communication strategies to be managed by different teams and with different objectives, as if it is about reaching 2 different audiences:

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those oriented to Social Networks (Facebook, Twitter, Linkedin, etc.), managed by Community Managers and whose objective is “to generate community and engagement”;
and on the other hand, communication Brother Cell Phone List directed to clients or loyalty, managed by the CRM teams for clients, aimed at “generating sales and loyalty”.

But in reality, this change in approach is critical, taking into account that it is actually the same audience. They are the same people (consumers, clients, followers, likers …), of whom we see different angles, the social or relationship and the purchase or relationship with the company.

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