Surely you’ve heard of Social CRM (Social Customer Relationship Management) is a step in the relationship with the customer, incorporating the social networking environment, that new habitat where your customers move today.

The traditional CRM does not respond to the new demand of the users, is not able to detect their needs in real time, nor does it have the agility of response that customers demand. Even so, our activity in social networks can not be limited to responding to a greater or lesser extent to mentions, and to collecting followers. These platforms have a high potential as a scenario in which to promote rapprochement with your customers, meet them, attend to their interests; in short, to show them that you are there, ready to attend them.

The client is increasingly social, feel free to express their opinions, and even convey their complaints and suggestions to companies, who sometimes do not know how to react. Companies must therefore adopt this social dimension, immerse themselves fully in this environment. Listen to the conversations in real time, find out first hand what is happening to around, what your customers are talking about. If this is the case, they can act, approach the client to, in their own environment, and with the appropriate management, to bring them to your field, increasing loyalty, increasing and consolidating their level of trust.

Social networks can act as a very effective channel of customer service, especially if they attend a Social CRM strategy :

Design a Social CRM strategy.Define the objectives to be reached and the practices to be used to reach the client. Take into account available resources, determine the staff assigned and assign the roles to each member of the department. To get you in position, it will help you to make an assessment of the company’s shortcomings in the area of ​​customer service, and how to solve them. So you can define some guidelines closer to reality.

It has an effective technical support.Use the right tools to monitor and manage your presence on social networks. Also check that your website is in optimum condition, that it is visible and accessible in all media. It especially checks that the forms of contact with the company appear perfectly identifiable, as well as the links towards the social profiles. It favors the social register to your page, that your users can be logged through its social profiles; This way you can get very useful information that will allow you to follow up on your customers.

Get on the client’s skin.Do you really know their needs? Are you sure you know how you think? Dedicate yourself to listen to him, to observe them and to interconnect with him. From you to you; not as a company, but as a person. Show your human side and worry about your interests. Participate in each social network, adapting to the nature of it, taking part of the conversation that is taking place, without monopolizing it in any case. It contributes valuable information, users will know your closest facet and will value you for it.

Register the data and analyze the evolution of your Social CRM strategy.Track the interactions that occur, study the most recurrent casuistry on the part of your customers, analyze the trends, extract the most common problems. Compare these data with the reaction mode on your part, what measures you have taken in each case and the outcome of your interventions.

Create a special section in your CRM with the new followers, classified by the social network to which they belong, where you can also include observations and particulars about each of them and have them identified. Pay special attention to these data when they become customers, in this way you can offer them a more personalized experience.

Applies new knowledge acquired.Use your new experiences with clients to debug your strategy, when designing actions in social networks and to know how to approach them. You already know them, you only have to act according to your tastes and demands.

Social Media is not a Social CRM itself, but it can be. Focus your strategy on social networks to know your users. Always leave an open door to the conversation, which invites interaction with your customers. Little by little you will be shortening distances.