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Social CRM success depends on the team

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Customer relationship management (CRM) is becoming popular in many organizations that want to upgrade their customer service. Many are implementing social CRM systems to capitalize on active social media platforms and it's important that teams are made up of a combination of individuals with different skill sets, reported CRMBuyer.

CRM systems allow users to analyze, consolidate and track their clients' internet and buying behaviors to provide better customer service.

Left and right brain social CRM-ers

According to CRMBuyer, it's difficult to develop a social CRM strategy because it requires both left and right brain thinking. The left brain is much like traditional CRM, which organizes data for use. Social CRM is more like the right brain in that it requires communication and engagement with customers.

The news source reported that most people aren't strong enough on both sides of the brain to manage social CRM and traditional CRM strategies by themselves, which is why companies need to be careful about whom they hire. A right-brained employee might develop many ideas for customer engagement, but they're meaningless if a left-brained team isn't around to analyze the results for business use.

Social CRM teams should be made up of both kinds of people- those who understand the medium of CRM and those who understand business processes. According to CRMBuyer, the group should have different talents and different ideas on how customer conversations are understood.

The power of social CRM

CRM solutions are necessary because there is too much data circulating for companies to keep track of. However, consumers now generate so much data at such a fast speed that some CRM systems easily fall behind, reported Midsize Insider.

CRM systems have been in play for awhile, but what does social CRM offer? There are some social CRM platforms that use an integrated account of social media profiles on Facebook, Twitter and LinkedIn to give users access to feeds. "The power of social is that your customers are telling you about themselves and their needs [allowing salespeople to] spend more time engaging customers," said Jon Ferrara, according to Midsize Insider.

Social CRM allows users to understand what their customers are thinking wherever they go. It allows companies to follow their customers.