Your customers are likely the most critical aspect of your business–so why would you ever take their journey with your brand for granted? And most organizations, rightfully so, would argue that they do care deeply about their customers’ experience. However, when it comes to social media, customer relationship management (CRM) isn’t always a high priority for many.
Putting aside or even worse, completely leaving out social media in your CRM strategy can have serious repercussions on your brand. An exceptional brand experience is what gets consumers to refer to others and ultimately come back again. And anything negative in that journey will certainly come back to haunt your bottom line.
Social media CRM tools make it possible to track, benchmark and engage with customers across social platforms to provide better experiences. While your business might have CRM tools for other areas of your marketing department, you cannot leave out social media.
That’s why we’re here to show you the five ways your brand can improve your CRM strategy with social media:
1. Break up Your Organization’s Silos
If you’re looking to improve your CRM strategy through social media, the first thing you have to do is break down your organization’s silos. Instead of marketing holding all the cards to your strategy, it’s critical to get sales, social media teams and customer support all together on the same page.
Far too often brands silo their social media efforts and provide poor customer journeys when someone asks a question the marketing team doesn’t know. Instead, brands have to work on breaking silos and improving task management.
A comprehensive social media CRM tool will help you task specific conversations to customer support, sales inquiries or marketing opportunities. According to the Sprout Social Q1 2017 Index, only 1 in 10 social media messages to brands receive a response.
While data shows being unresponsive is not the worst action your brand can take, it is important to see 21% of millennials will unfollow a brand due to a bad experience. It’s also worth noting this age group is twice as likely to use social to communicate with a brand, rather than phone or email.
If you want to create better experiences, you have to be ready to communicate through social media. And for many organizations, it helps to work in one platform, so you can task questions, comments and inquiries to the appropriate team.
Have our support team help you out, Libby. Send them a report about this here https://t.co/lt6jePoenY. ^gl
— Canva (@canva) September 5, 2017
