Where is the audience?
It’s a familiar story: the marketing department is diligently creating and publishing tweets, Facebook posts, YouTube videos and more – all carefully crafted to make the most of each channel and designed to encourage sharing, retweeting and customer engagement. But the audience doesn’t come.
Meanwhile, customers are elsewhere on Facebook and Twitter, having conversations about a business – discussing, recommending or complaining about it and even trying desperately to talk them. But they’re not getting the answers they want.
As Craig Davis, of J Walter Thompson said "We need to stop interrupting what people are interested in and be what people are interested in."
What can be used to bridge the gap?
That’s where social CRM comes in. A customer relationship management platform that integrates social media gives access to the same level of insight associated with more traditional channels, plus the ability to use social tools for communicating internally. Social media communications can be monitored, tracked and benchmarked using familiar tools, dashboards and metrics.
With social CRM the customer can be placed right at the heart of an organisation by allowing them to use their preferred communication channel. Businesses can engage and respond to customers individually and in the way they choose, without compromising the ability to track and manage communications on a global scale. Thus providing, both a broad overview of a brand’s reach and a granular, detailed view of each customer interaction.
Customer service, marketing and sales all benefit from a more dynamic, complete picture of each individual customer, and can make use of social tools to communicate between themselves. Leading to a fall in the cost of delighting customers. Customers will see an organisation that listens to what they want and responds in a way that suits them, across multiple channels. Everybody wins.