How does a social CRM benefit from managers

Social CRM - tips for medium-sized companies

Conventional CRM is evolving into social CRM. At the same time, the social customer becomes more powerful and affects the positioning of products and services. A study by Forrester Research from May 2013 showed that 85 percent of B2B decision-makers already use social media when shopping.

The social web is particularly popular with B2B customers for researching and tracking trends. This is hardly surprising. In the capital goods sector in particular, many purchase decisions are preceded by a long process of weeks or months. Business relationships are long-lasting.

The business models of medium-sized companies are particularly suitable for social CRM

Even the customer of a medium-sized mechanical engineering company today demands that everything is right: Expertise, reliability and customer friendliness. By Social CRM That's why B2B companies today maintain their reputation in social media, operate recommendation marketing and generate leads. Whether a global corporation or a medium-sized company is initially irrelevant with regard to the content and strategic planning of activities - companies of all sizes benefit from social CRM.

Its characteristic features even open up particularly good opportunities for medium-sized companies to interact closely and productively with their customers: they often offer niche products, which means that communication is concentrated in a smaller, strongly interested group. In addition, clear internal structures make it easier for the right competent person to react promptly.

Communication on three levels

Social CRM also means changes for the communication strategy: Instead of the uniform customer approach, the focus is more on sustainable customer loyalty. All employees of a company are potentially equally involved in social CRM, not just the traditional departments with customer contact - sales, marketing and services. Social CRM is not purely process-oriented, but is geared towards dialogue and its influence on the community.

At the same time, the active participation of customers and interested parties in business-relevant processes of sales, marketing, service and product development is important in Social CRM. Good social CRM is often based on a communication model that addresses three levels of communication: market-centered, business-centered and employee-centered communication - via chat in CRM.

  1. Social CRM
    If small and medium-sized companies rely on social CRM, they can improve their reputation and optimize customer communication.
  2. Social CRM
    Companies that integrate a monitoring tool into their CRM no longer miss any relevant posts.
  3. Social CRM
    Steps for business initiation and project planning can then be implemented via the linked CRM.

The market-centered communication level covers a social media monitoring module in the social CRM solution. The tool finds business-relevant posts on the social web and enables employees to actively participate in dialogues in online social networks. Ideally, relevant posts are not only recorded, but they can be answered directly in the CRM system and can then be put online with just one click on the corresponding community platform, such as Facebook.

The seamless integration of monitoring into the CRM system enables companies on the social web to react faster without media disruption. Important information is no longer lost, and employees with the appropriate specialist know-how are quickly involved in order to ensure that the company appears competently on the social web.

A digital meeting place

The second level of communication is business-centric. This level can be covered by a company's own online community, for example. Companies then have their own online social network that offers all users a digital meeting point that is process-oriented and interlinked with the CRM system. The focus here is on the collaborative exchange of customers, interested parties, partners and own employees.

Companies also benefit from the idea of ​​crowd-sourcing: they have previously outsourced internal tasks to the users of the community platform. In this way, gaps in demand can be identified, discussed in the community and taken into account in a demand-optimized product development process. Sometimes users within the community point to possible solutions even before the service employee can react to the service question asked there.