Use Social CRM to Retain Positive Customer Perceptions

The concept of the social CRM has arrived to say the least. Almost every brand, emerging or established is now on Facebook fishing for ‘likes’. More personal than the mobile phone today, social media encompasses markets across hemispheres and is therefore one of the most effective tools for CRM now. Regardless of the giant leaps in social CRM and social media marketing and PR, the atypical customer still has a short attention span when it comes to social media. This makes social CRM a rather delicate and tricky matter on social media.

No brand can ever be absolutely sure what puts off or interests the customer. While established players leverage their position in the market and constantly make their presence felt through one or the other media, the smaller players always tread a dangerous path where a brand can quickly disappear into nothingness for a small mistake. Social media is no different and social CRM as a concept has consumer behaviour as its backbone.

Adverts on social media
Facebook has begun to categorize ads so that users know which ones are sponsored. Companies advertising on the popular social medium should be extra careful while choosing the image and designing the caption, as it needs to make an instant impression and grab attention. The photo of a cute baby cannot sell everything, though it is sure to get clicks. Google ads are gradually moving towards becoming annoying rather than interesting. However, the massive reach of these ads can be a great tool to make your brand visible.

Social media monitoring/ tracking is a great CRM tool for understanding customer sentiments. Product launches, name changes, new appointments, expansion plans and all other news of the company and the public’s reception to the same has the right platform for analysis through such research.
Most efficient choice?
One of the biggest advantages of CRM through social media is that the platform is relatively cheap and sometimes even without a charge. While some experts may feel that it is the ultimate way to gauge free public opinion, there is however a tendency of Facebook users to support or oppose a cause or a brand without personal experience with the same. This tendency makes social CRM a rather complicated concept where authenticity of the opinions may often be a question.

In the present global economic scenario, brands need to find CRM solutions that are not just cost effective but can also drive sales to keep the top-line and bottom-line intact. To find a CRM solution that gives an edge over competitors at not only the social level but also from business prospective is thus a major challenge for big and small firms. With research firms venturing into sectors such as social media monitoring, tracking and marketing, the available options have increased.

Target audience
One definite advantage of social CRM is that firms can target customers in a far more filtered and segmented manner. This is not possible in any other form of CRM, as none of them are as interactive. Marketing, sales and services teams can expect feedback in seconds, making it a tremendous tool for emerging players to design and modify their products and services in accordance with customer needs. In terms of decision making, the CRM solution can provide not only specific data, but also allow a great deal of insight into public sentiments towards a product or service.

Google+ has already announced the expected launch of a business platform which will help segregate information for each department through the Circle mechanism. It is a matter of time before other players in the market also come up with solutions that can boost CRM for firms. In spite of the Google Wave project failing to make it big, a similar concept is bound to find more success with social media and cloud computing assuming such mythic proportions.